Brand and Branding To a large extent, the art and science of marketing is the art and science of brand building If you are not a brand, you're a commodity Then price is everything and the low cost producer is the winner O Copy rights reserved, Zou Deqiang 11
11 11 © Copy rights reserved, Zou Deqiang Brand and Branding • To a large extent, the art and science of marketing is the art and science of brand building • If you are not a brand, you’re a … commodity • Then price is everything and the low cost producer is the winner!
Everything Can Be Branded Consumer products ABSOUT knives yogurt champagne odka ROLEX LOUIS VUITTON leather goods watches dolls O Copy rights reserved, Zou Deqiang
12 12 © Copy rights reserved, Zou Deqiang Everything Can Be Branded • Consumer Products: vodka dolls yogurt watches leather goods champagne knives
Everything Can Be Branded Services: REUTERS 闺 FedEx. Club Med BBC BARCLAYS ISEO O Copy rights reserved, Zou Deqiang
13 13 © Copy rights reserved, Zou Deqiang Everything Can Be Branded • Services:
Everything Can Be Branded Retailers. MAL大MART Carrefour<(3 圆Ahod albert. cA wl hypernova so O Copy rights reserved, Zou Deqiang
14 14 © Copy rights reserved, Zou Deqiang Everything Can Be Branded • Retailers:
Everything Can Be Branded Business products: Toshiba copiers abot ECOBLAcKs carbon black pentium 4 KEVLAR Intel Inside NFM Iddon DuPont Kevlar calendars Blackberry Wireless PDAs O Copy rights reserved, Zou Deqiang
15 15 © Copy rights reserved, Zou Deqiang Everything Can Be Branded • Business Products: Intel Inside DuPont Kevlar Cabot ECOBLACKS carbon black NFM Iddon calendars Toshiba copiers Blackberry Wireless PDAs