Discussion 1

What comes to mind when you think of a brand? Most people would agree that:

• great brands can’t be everything to all people, they target an audience; and
• the best brands are driven by purpose and values to create customer loyalty.

Find an example of an organizational brand. Some examples could include Starbucks, Patagonia, Nike, Apple, or any organization you choose.

1. What do the key words in their tagline or branding statement reveal about the strengths of the organization or what makes it unique?
2. When you think about creating a personal brand what similarities and differences do you see between organizational brand and personal brand?