Beruflich Dokumente
Kultur Dokumente
Paper Presented By Uche Nworah At The APCON Branding Workshop, April 8, 2010, Lagos Sheraton Hotel, Ikeja
Outline
Business or Brand strategy Brands & Branding Brand Positioning The Values of Brand Positioning What Brand Positioning Does
Brandscape
Personal Brand
Educational Brand
Country/Nation Brand
Sports Brand
Big Question: What ever happened to Niche-ing - being the best in your category and at what you do?
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Positioning FC Barcelona
Our philosophy is spectacular and attacking. It is a kind of love between Barca and the team and the ball. We play a maximum of two touches per playerIf we are loyal to this philosophy we will always be the best. We used to say that we prefer to be the best than to be the first, but normally the best is also the first Joan Laporta, President of FC Barcelona
Courtesy: The Observer 04/04/10 Page 9
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FC Barca: Testimonials
How Barcelona play is what everyone should be aspiring to, honestly. Im not saying every single football club has Messi or Xavi to call upon, but its lovely, really really great. Its inspiringMartin ONeill, Aston Villa Manager The manner in which we play is a demonstration of the respect we have for the people who pay for a ticket or pay money to watch matches on televisionPep Guardiola, FC Barcelona Manager
Courtesy: The Observer 04/04/10 Page 9
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FC Barca: Testimonials
People see Barcelona not as an industry, not as business, more as a feeling. As a human being you prefer to be involved with a feeling or an emotion than a business. How do you describe a feeling? How do you describe love? Sandro Rosell, Aspiring candidate for the post of President, FC Barcelona
Courtesy: The Observer 04/04/10 Page 9
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Is it memorable, motivating and focused to the core prospect? Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? Can the brand own it? Is it credible and believable? Does it enable growth? Does it serve as a filter for brand decisionmaking?
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The definition of a Lovemark is a product, service or entity that inspires Loyalty Beyond Reason Saatchi & Saatchi
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Notable Quote
"Consumers who make decisions based purely on facts represent a very small minority of the worlds population (...) even for these people, there is always some product or service they buy based on impulse or emotion." Maurice Levy, Chairman, Publicis Groupe, Paris
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Process
Channels
People
Price
Branding
These variables are internal, within the control of the firm. 24 External factors will also impact the mix.
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