Entrepreneur: brand thyself!Presented by Kenton Larsen

What’s a brand?

• The heart and soul of a product or organization.

• A promise to deliver a consistent and reliable standard.

• Encompasses many elements.

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Brand personality and positioning

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Apple Starbucks

RBC Google

7UP Old Dutch

Tim Hortons A&W

What is branding?

• Individual branding

• Family branding.

• International, national, regional, and local branding.

• Private label branding.

• Licensed branding.

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The benefits of branding

• Brand loyalty.

• Price inelasticity.

• Long-term profits.

• Brand extensions.

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Which brands are most valuable?

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Brand management is hard work!

Defending against competitors, nurturing relationships with customers, making a

big profit, and having a little luck.

Is your favorite band a brand?

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If your business is you…a brief noteabout personal branding

• If brands can have personalities like people, can people be marketed like products?

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How can you use a personal brand?

• Be a star!

• Be Internet famous!

• Define yourself in protest of what’s come before!

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Branding exercise

Three steps:

• Step 1: Identify your “points of differentiation.”

• Step 2: Review your notes.

• Step 3: Create your brand.

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