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Lets talk about AIESEC BrandLets talk about AIESEC Brand
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Something about your FACI
Kamil, 24, Polish
Joined AIESEC in 2006
Student of Marketing &Management
Lived in Poland, UK, Spain,Ecuador, Costa Rica & Panama
Currently MCVP Comm&IM inCentral America South
Do you guys know each other?
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What you will get from the training ??What you will get from the training ??
You will get knowledge and
ideas how manage the AIESECBRAND in the successful way
Please feel free during the
session to ask questions andgive the inputs!!
Please feel free during the
session to ask questions andgive the inputs!!
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Before thatBefore that
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Why we need to manage ourWhy we need to manage our
Brand of our organization??Brand of our organization??
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What is brand?What is brand?
A brand is an expression of youractions and what you do every
day
Brand is the integration of
tangible and non tangibleattributes that influences and
adds value for costumers.
Brand is not only a visual
representation of a company or
product.
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What does ourbrand consist of?
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A Brand is more than a name or a logo.
Is our promise and responsibility to every
stakeholders we are dealing with.
Brand cannot be created base on artificialdefinitions but from the ideological concept of ourorganization.
Brand image is the stakeholders perceptions
about the brand.Its how they see it, which may not connect withthe brand identity. We need to make sure thatwhat they see and think is what the Brand wantthem to..
The attributes are simply the many properties ofgiven brand. Ex. For a car prestige, cost ,reliability, exclusive, type (sport, family, luxury)
What are our Brand attributes??
Our Benefits
How do you indentify with our Brand?? How youbehave is the stakeholders experience of theBrand, and no advertisement can overcome thatimpression.
You are the face of the organization.
BrandYouAttributes
ImageIdentity
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The Brand Experience is a simple way to understand how
our target audiences (members, supporters and enablers)
experience
(or interact with) the AIESEC brand. The interactions and
Touch points they have with AIESEC will shape the
impression of what AIESEC is to them.
Brand ExperienceBrand Experience
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Why do we have a Global Brand?Why do we have a Global Brand?It allows AIESEC:It allows AIESEC:
1.To be more consistent and credible;
2.To attract more stakeholders and give AIESEC a clear competitive advantage;
3.To attract the right stakeholders and to set the right expectations;
4.To align the organization to globally leverage the AIESEC Experience
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Brand ExperienceBrand Experience
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ElementsElements
1. Our competitors (organizations that offer similar
products to our stakeholders)
2. Target audiences (potential members, supporters
and enablers)
3. Physical manifestations (touch points between
AIESEC and its stakeholders)4. Benefits (what our stakeholders obtain interacting
with AIESEC)
5. Our Values (The AIESEC Way)
6. Discriminator(What distinguishes us from our
competitors)
7. Essence (What we do in AIESEC)
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Ourcompetitors are other organizations that offer similar
experiences to our target audiences as we do.
These include organizations offering:
Work abroad opportunities
Volunteer abroad opportunities Cultural experiences
Skills development
Networks
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Our targetsOur targets
1. Sponsors, financial and in-kind-partners
2. Board of Advisors
1. TNTakers
2. Learning/Content partners3. Mentors
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Young people recent graduates and students;
Youth interested in world issues;
Those who enjoy challenges;
Open minded active learners;
Those with an interest in leadership development;
Passionate and determined;
Those looking for learning and development opportunities.
Our targetsOur targets
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Physical Manifestations
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Physical manifestationPhysical manifestation
Website Posters
Bussines cards
Commercials
BannersEvents
T-shirts
Logo
But Most Importantly
Flyers
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YOU!
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Benefits
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BenefitsBenefits
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BenefitsBenefits
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Values
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Differentiator
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Our differentiatorOur differentiator
Youth drivenWe are run by youth for youth
ImpactfulWe enable a strong experience to our stakeholders
that change them and/or the societies
ExperienceOur experience comprised of a global learning environmentleadership opportunities and international exchange
oWhat makes us unique?
oWhat sets us apart from the
competition?
oHow we do what we do differentlythan our competitors?
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Essence
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To createa
positiveimpactin
the society
OurEssenceOurEssence
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-Tell your story
-Be an AIESEC ambassador
-Think of your audience
-Respect copyright
-Educate members around how to
communicate AIESEC
DOsDOs
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-Disrespect the AIESEC Brand
-Upload anything that isnt yours
-Confuse your audience with acronyms and
jargon
DontsDonts
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Global Brand Visual GuidelinesGlobal Brand Visual Guidelines
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Worrying about our brand also
means to have VISUAL Guidelines
Why?
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This:
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This:
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This:
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This:
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Logo MeaningLogo Meaning
*It also represents the 7 founders of AIESEC!
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How to measure our Brand ??How to measure our Brand ??
Brand AuditBrand Audit
OnlineOnlineDuring
Recruiment part
application
During
Recruiment part
application
On the
Website
On the
Website
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GCPs
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http://www.myaiesec.net/content/viewwiki.do?contentid=10153985
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The Golden Circle of InfluenceThe Golden Circle of Influence
http://www.ted.com/talks/lang/eng/simon_sinek_how_great_leaders_inspire_action.html
Simon Sinek
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The Golden Circle of InfluenceThe Golden Circle of Influence
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QQ&&AA
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Visit:
GlobalBrandWiki
GlobalBrand Experience Wiki
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Kamil Nogowski
kamil.jocker
@kamiljocker
kamiljocker.blogspot.com
kamilnogowski.tumblr.com
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Help us improve next education week
by giving us feedback!
The recording and ppt of the session will be
available on our wiki in a few days
THANK
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THANK
YOU!!!
THANK
YOU!!!
THANK
YOU!!!
THANK
YOU!!!
THANK
YOU!!
THANK
YOU!!!
7+$1.