The  Hidden Value of Brands

Brand building

The Brand

Brands Derive from Guild Craftsmen

All TVs are not alike…even in Russia

What does this symbol tell you?

Brands- Purpose Today

Brand Purpose…

Why do I care about this?

Why? Because Libraries aren’t that different….

Slide 11

Biggest Benefit may be credibility…

Building the brand encourages…
Brand Loyalty

Brand Preference

What alternative brands to Libraries..??

“..but they aren’t like us…”

Slide 17

Slide 18

Time/convenience/uninteresting

Libraries vs. Bookstores
they’re not that different anymore…

Slide 21

Slide 22

Reading/Information Materials

Brand Image Impact on Quality/ Value

Brands Resist “Parity”

Building the brand…

Brand Deliverables…

How to build the Brand-Identify!

Stake out a Position

Positioning

Credentials (they aren’t obvious)

Slide 32

Establish the Category

Name…and Design

Slide 35

Consistency

Consistency doesn’t mean never change

Slide 38

Do I need a big ad budget?

Do I need any ad budget?

Slide 41

AIDA (R)

Summary-”How to” Brand

Bibliography