The Brand Experience Toolkit

2964 WordsApr 3, 201312 Pages
The Brand Experience Toolkit Brand Experience Toolkit [August 2007] Table of Contents 1.0 History of the AIESEC Brand 1.1 1.2 1.3 W hat is a brand? W hy do we have a global brand? Brand Promise vs. Brand Experience: an evolution 2.0 The Brand Experience 2.1 2.2 2.3 2.4 2.5 2.6 2.7 An overview Our competitors Our target audiences Physical manifestations Benefits Differentiator Essence 3.0 Filter tool – how to use the Brand Experience in practice 3.1 3.2 Assessing your results Finding support Brand Experience Toolkit 1.0 – History of the AIESEC brand Brand Experience Toolkit [August 2007] History of the AIESEC brand The global AIESEC brand as we know it today was launched by AIESEC International in 2004. The first Brand Toolkit…show more content…
Thus, their first interaction point with AIESEC will affect how they experience our brand. This layer includes things such as our marketing materials and visual branding guidelines (including our logo), but also extends to much more than this. The first interaction point that our target audiences have with AIESEC including everything from physical meetings to our website, conferences, even our Code of Ethics, all shape the way our target audiences will understand AIESEC. Please note: the visual guidelines are currently being refreshed. The newest version is expected to be released in September 2007. Brand Experience Toolkit Brand Experience Toolkit [August
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