LCEB 2013-2015

TRANSITION CAMP
Hanoi | January 4th 5th 2014

BRAND MANAGEMENT
NGOC DAO

SESSION OBJECTIVES
Delegates will:
Know basic attributes of a brand and understand Brand
experience concept
Know key EWA strategies
Understand synergy between MarCom and eXchange
programs

WHAT IS BRAND?

Is it the logo

Or is it the international platform for young people to

explore and develop their leadership potential ???

Is it the blue man ???

???

OR WHAT???

WHAT IS BRAND?

It is our promise and

responsibility to deal with
every stakeholder.

WHAT IS BRAND?
Attributes

Image

Brand

You

Identity

Attributes

Image

Brand

You

Identity

A brand cannot be
created based on
artificial
definitions, but
from the
ideological
concept of our
organization

WHAT IS BRAND?
Attributes

Image

Brand

You

Identity

The Attributes are

simply the many
properties of a
given brand.

Attributes

Image

Bran
d

You

Identity

Brand image is the

stakeholders
perceptions about the
brand. Its how they see
it, which may not
coincide with the brand
identity. We have to work
hard on the stakeholder
experience to make sure
that what they see and
think is what the Brand
wants them to.

Did you realize so far that

You are the Brand? How you
behave is the stakeholders
experience of the Brand, and
no advertisement can
overcome that impression.

Attributes

Image

Brand

You

Identity

You are the face of the

organization, how are you
capitalizing this to build our
Brand?

HOW DO YOU PERCEIVE?

Electronics/
Gadgets

Shoes and
Sportswear

Simplicity
Elegance
Seek
Quality
Innovative
Intuitive user
Interface

Bold
Energy
Adventurous
Fashionable
Sporty
Quality

BRAND EXPERIENCE
Benefits
Values

Differentiator
Essence

BRAND EXPERIENCE
OUR ESSENCE

- AIESEC is the
platform - individuals
drive their own
experience
- We help individuals to
both explore and
develop their potential
- Our ambition is to
develop people that
will have a positive
impact on society

BRAND EXPERIENCE
OUR DIFFERENTIATORS

Youth driven
the concept that AIESEC is run by youth for youth

Integrated experience
the AIESEC experience comprised of leadership
opportunities, an international exchange and a
global learning environment

Impact/activating positive
leadership
making a positive impact on society

YOUTH DRIVEN
IMPACTFUL
EXPERIENCE

BRAND EXPERIENCE
BENEFITS

Societal impact
Personal & professional
development
International experience
Global network

EWA STRATEGIES
Product
packaging

Customers
understanding

Process

Experience
Delivery

Showcasing

MARKETING

ELD

Micro XP

promoters &
customers

ELD

Public Relations
Alliances
Awards
Events
Media

ELD

WORKING PROCESS BETWEEN

MARCOM AND EXCHANGE
FUNCTIONS
Promotion
Management

Public
Relations

Consult promotion
strategies/initiatives

Engage media
partners

Supervise/Support
promotional
campaign

Engage universities

Ensure partners
benefit delivery