many a little make a mickle

8/8/2019 Many a Little Make a Mickle

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LOGO

MANY A LITTLE MAKE AMICKLE

SPEAKER: : HO THI PHUONG THUY

STUDENT CODE : 0741261


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OUTLINE

DEFINITIONI

APPYING INPROCESS OF BUILDING

ANDDEVELOPING BRAND

II

EXAMP

LE: COCA

COLA

III


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I. DEFINITION


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II APPLYING IN PROCESS OF BUIDINGAND DEVELOPING BRAND

How a new brand canbecome big, famous brand?

How to accumulate?

What are accumulated?

What are the results afteraccumulation?

??

LongLong--termterm

strategystrategy

Process ofProcess of

accumulationaccumulation


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1 What is brand?

Brand is combiningBrand is combining

of signs to identifyof signs to identify

and distinguishand distinguish

between productsbetween productsand services of thisand services of this

company with eachcompany with each

others.And it is aothers.And it is a

image of product,image of product,

company in the mindcompany in the mindof peopleof people


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2. The role of brand

BRANDBRAND

PrPr

Provide information and instruction:Provide information and instruction:

quality, feature, usagequality, feature, usage

Create trust and feeling: difference,Create trust and feeling: difference,

safety, and rank when use itsafety, and rank when use it

Attract more investment and increaseAttract more investment and increase

revenuerevenue


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3.The process of building anddeveloping brand

Build overall brand strategyBuild overall brand strategy

DeDeDesign and create brands elementsDesign and create brands elements

ReReRegister protection for brand at intellectual property officeRegister protection for brand at intellectual property office

RRBRANDBRAND

Spread brandSpread brand

rrProtect and develop brandProtect and develop brand

ImIm

Impact actively to awareness of customersImpact actively to awareness of customers

Create specific style for brandCreate specific style for brand

Customers accept and entertain an attachment for brandCustomers accept and entertain an attachment for brand


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How to accumulate ?

advertisementPromotion

strategies

marketing

communication

Events

financing forcharity programs

PR Improving

continuously

Launching newproducts

Private culture

Quality


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HOW TO ACCUMULATE?

Are performedAre performedcontinuously year bycontinuously year by

yearyear

KnowKnow

brandbrand

AttractAttract

attentionattentionof peopleof people

GetGet

fondnessfondnesssupportssupports

IncreaseIncrease

loyaltyloyalty


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PRPR


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What are accumulated?

The number of customers will increase

Brand will be embedded in the mind of people

Prestige of brand will increase

Value of brand ,position of brand will increase

Market share of company also increases


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III. EXAMPLE: COCA COLA

Coca cola brand wasregistered in US in1893

Spendingaccumulation to getbig success

W W R W R

WELLWELL--KNOW BRANDKNOW BRANDIN THE WORLDIN THE WORLD


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COCA COLA


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COCA COLA

Set up 40 Coca colastudying center

Support planet

green forever programSupport money to relieve

the poor in flood


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COCA COLA

Through process of accumulation, value ofThrough process of accumulation, value ofCoca cola increase in each yearCoca cola increase in each year

position Brand Value of

brand(billion)1 Coca -cola 65.3

2 Microsoft 58.7

3 IBM 57.1

4 GE 51.5

98% population in the98% population in theworld know Coca cola brandworld know Coca cola brand


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References

http://www.coca-cola.com.vn/community.asp

http://en.wikipedia.org/wiki/Coca-

Cola_slogansBooks:

building and developing brand.Author: VU Chi Loc& Le Thi Thu Ha

Building brand. Author: Ly Quy Trung

www.themegallery.comwww.themegallery.com Company LogoCompany Logo


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many a little make a mickle

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