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    Global Brand Strategy and Belief - AI 1213

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    Catalina Macovei
    The document summarizes the output of a brand experience summit focused on clarifying the elements of AIESEC's brand. [1] It identified issues with the brand being misaligned and having unclear reputation goals. [2] The concept developed was to connect the brand positioning, promise, and experience through leadership development experiences. [3] The result was defining AIESEC as "The Global Youth Network Impacting the World Through Leadership Development Experiences" with supporting brand attributes and manifestations.

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    Global Brand Strategy and Belief - AI 1213

    Uploaded by

    Catalina Macovei
    9 views6 pages
    The document summarizes the output of a brand experience summit focused on clarifying the elements of AIESEC's brand. [1] It identified issues with the brand being misaligned and having unclear reputation goals. [2] The concept developed was to connect the brand positioning, promise, and experience through leadership development experiences. [3] The result was defining AIESEC as "The Global Youth Network Impacting the World Through Leadership Development Experiences" with supporting brand attributes and manifestations.

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    strategie globala si metode

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    10238070 Global Brand Strategy and Belief - AI 1213

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    The document summarizes the output of a brand experience summit focused on clarifying the elements of AIESEC's brand. [1] It identified issues with the brand being misaligned and having unclear reputation goals. [2] The concept developed was to connect the brand positioning, promise, and experience through leadership development experiences. [3] The result was defining AIESEC as "The Global Youth Network Impacting the World Through Leadership Development Experiences" with supporting brand attributes and manifestations.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    9 views6 pages

    Global Brand Strategy and Belief - AI 1213

    Uploaded by

    Catalina Macovei
    The document summarizes the output of a brand experience summit focused on clarifying the elements of AIESEC's brand. [1] It identified issues with the brand being misaligned and having unclear reputation goals. [2] The concept developed was to connect the brand positioning, promise, and experience through leadership development experiences. [3] The result was defining AIESEC as "The Global Youth Network Impacting the World Through Leadership Development Experiences" with supporting brand attributes and manifestations.

    Copyright:

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    Download as pptx, pdf, or txt
    of 6

    Br nd Experience Summit Output

    Part 1: Brand Belief

    The GOAL
    Clarify the elements of our brand

    Connect the elements with our essence

    Be simple and clear

    The CONTEXT
    The essence (why,how, and what) of aiesec and what our brand should represent the current brand elements and guidelines are the starting point for reevaluating our brand

    Our progress we set a new direction and mid-term ambition. We aim to epxand our reach, grow our operations and we refreshed the aiesec experience.

    This global survey of over 30,000 young people provides data about the current perception of aiesec around the world

    The CHALLENGEs
    2. Unclear reputation goals: 1. Misalignment:
    Subjective statement of what we are but not about what we offer Brand Promise A costumer experiencing actions not aligned with the brand Brand Experience What an AIESECer would say What we want externals to know

    Having a brand positioning that represents what we offer and how its lived.

    3. Disconnected elements:
    Brand positioning Brand attributes Brand promises Visual guidelines implementation

    - compilation of brand elements without a clear purpose or link to each other. - There was a question in terms of how to implement the brand elements.

    The concepT
    Brand positioning Brand promise BRAND EXPERIENCE
    The way we make decisions. How we deliver our operations. Micro-experiences management.

    Who is our target. What we do. Differentiator.

    Answers the question: Why would I join AIESEC? (benefits and external value).

    Brand Strategy

    Brand operations

    The RESULT
    Brand Strategy
    Brand positioning

    What is AIESEC? The Global Youth Network Impacting the World Through Leadership Development Experiences.

    Brand promise

    Brand attributes: Daring. Diverse. Inclusive. Dynamic. impactful.


    *brand characteristics that influence how we communicate externally.

    Brand manifestations: Responsible leadership. Global. Collaborative and democratic. For youth by youth. Social entrepreneurship.
    *desired external reputation based on attributes that define us as an organization. the

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