Marketing, PR & Branding pointers

Adapted from Philip Kotler and plus my own understanding, the 5 dimensions of a brand:

1. Attribute - function, feature, style
2. Benefits - solving a problem, serving a need, or fulfilling a want
3. Personality - like human characteristics people can identify with
4. Values - if it's corporate brand, it's the corporate values
5. Image - the look and feel.. aesthetics. the physical appearance.

• The art of marketing is the art of branding.
  
• Brand price premium you can charge is 10-20% today.. unlike early days of up to 50% were gone.
• Customer's attitude towards a brand can range from dislike, indifferent, slight preference to strong preference, to devotion.
• There was a book written on the fall of advertising and the rise of PR.

PENCILS for PR:

P - Publications

E - Events

N - News

C - Community Involvement

I - Identity tools

L - Lobbying

S - Social Investments