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Brands are everywhere.
Brand is not
A logo, corporation Identity, advertising, marketing.
Brand is confidence.
Passion.
Belonging.
Action.
Security.
A set of unique values.
Originally, 1650s onwards
Branding was for Cattle.
A stamp of ownership.
Later on
Brands are burned on WOODEN CASES.
A guarantee of wine.
Good source. Good quality.
Brands, are big business.
In 2010, Coca-cola was valued at $70,452,000,000.
That is more than the total GDP of Bolivia, Kenya, Bahrain combined.
In 1886, 9 coke bottles were sold.
In 2010, 1,600,000,000 were sold.
Enough for every person in London to drink 206 bottles of coke each day.
Many things can be branded.
Products, services, people, places, religions.
Brands can take your company and your customers to new places.
Even space.
When people use your Brand as a Verb, that is remarkable!
Google it! Skype your family, photoshop that picture, hoover the carpet.
Brands guarantee quality, evoke desire, help us belong.
But now, brands work in a different way.
Brands are finding(Google) information, sharing(YouTube) films, selling(ebay) stuff, making(facebook) friends, adding to knowledge(Wikipedia).
In ways we never could before.
These brands say (YouTube, Google, ebay, facebook, Wikipedia)
USE ME!
SO...
Brands are now yours!
You make them, you unmake them.
They mean what you say they mean.
Brands have belonged to...
Farmers, manufactures, advertisers, organisations.
And now, you
1. The number of Brand Leadership Masters courses in the world.
UEA (University of East Anglia.)
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【職場的進擊】行銷,從品牌說起!What is Branding?

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林彥君 發佈於 2014 年 8 月 8 日   林彥君 翻譯   Colin Lin 審核
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