The Brand Experience Toolkit

2950 Words12 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
…show more content…
The interactions and touch points they have with AIESEC will shape the impression of what
AIESEC is to them, and by being conscious of this we can manage the kind of experience we would like our target audiences to have with AIESEC.
The Brand Experience has several elements that will be discussed in more detail in this toolkit. They include :



Our competitors

(organizations offering similar products to our target audiences)



Target audiences

(our potential members, enablers and supporters)



Physical manifestations

(the first interaction point to AIESEC for our target audiences)



Benefits

(what our target audiences get out of engaging with AIESEC)



Our Values

(reflective of The AIESEC Way)



Discriminator

(what distinguishes us from our competitors)



Essence

(what we do in AIESEC, what we are about)

The next few pages of this toolkit will explain each section of the Brand Experience in more detail.

Brand Experience Toolkit

2.2 – Our Competitors
Brand Experience Toolkit [August 2007]

Our Competitors
Our competitors are other organizations that offer similar experiences to our target audiences as we do.
They may be slightly or even very similar to us,
Get Access