The strategy of a brand
As a student in the department of Communication, Media and Culture of Panteion University, in Athens I chose to attend the course; “Introduction to Advertising and Public Relations”. At first, the members of the course had to built teams and create their company. My team created RE-Tech and our company deals with the packaging of technological products.
One of our weekly tasks, as a team, was to search and analyze what it takes to build a brand. In the beginning, we divided the topic into small parts and every member chose one of them. I have to mention that an e-book by Hubspot, called “How to build a brand” was given to us as an extra help.
Firstly, we talked about the general situation, when it comes to building a brand in our days. We continued by giving some tips for creating an effective brand strategy. We divided those tips into two parts; first, the brand consistency and the great brand strategy and second, the great branding components and value propositions. At this point, we explained how someone can put his brand into play, and we focused especially in the sectors of segmentation and personalisation of brand experience, the brand as content, the social presence, the voice and the website structure of the brand. In the next slides of our presentation, we talked about the importance of monitoring and measuring the brand.
As an extra task of this assignment we had to read the “Four Ages of Branding” and the “Short brand case studies portfolio” by Interbrand and choose one of the given Interbrand case brands to present. We chose the “Yellow Balloon” because we found it interesting.
Key Texts:
- https://www.interbrand.com/views/the-four-ages-of-branding/
- https://www.interbrand.com/services/brand-definition/
Our social media:
- https://www.facebook.com/Re_Tech_Brand2020-106117811122801/
- https://www.instagram.com/re_tech_brand2020/
RE-Tech team members: Marianina Deligianni Kontos Efthymis Styliana Louca John Reizis Eftychios Roti
Lab Professor: Betty Tsakarestou
