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AIESEC COMMUNICATIONS

BRANDING

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INTRO

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BRANDING OVERVIEW

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Brand

Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.

The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience.

The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

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BrandBrand should create positive attitude.

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BrandThe associated image and reputation from others’ point of view.

The description of what we want to be.

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What is Brand used for

To be consistent and credible;

To gain competitive advantage;

To attract the right stakeholders and to set the right expectations;

To align LC to globally leverage the AIESEC Experience.

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Responsibility

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As per section 5.10 of the International Compendium, Member Committees are responsible for the appropriate use of the trademark in their country/territory.

Specifically paragraph 5.10.8: “All AIESEC entities that have a license permission to use the AIESEC trademark have the right to give usage permission of such to external entities within their geographical area of responsibility. By giving this permission, they also have the responsibility to ensure that it is used in the proper way.”

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AIESEC™TM

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AIESEC’s Structure & Stakeholders

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Branding Physical Manifestations

The first interaction point that our target audience have with AIESEC are our:

1.Website & online presence2.Conferences3.Code of Ethics4.Flyers, posters, stickers, bangles

all shape the way our target audiences will understand AIESEC.

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AIESEC BenefitsInternational Experience

Societal Impact

Global Network

Personal & Professional Development

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AIESEC ValuesLiving diversity

Enjoying participation

Acting sustainably

Demonstrating integrity

Activating leadership

Striving for excellence

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AIESEC Differentiator

Youth driven — AIESEC is run by youth for youth

Impactful — we must make a positive impact on society by activating positive leadership

Experience – integrated experience comprised of leadership opportunities, an international exchange and a global learning environment

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The Essence of AIESEC

AIESEC is the platform — individuals drive their own experience

We help individuals to both develop and discover their potential

Our ambition is to develop people that will have a positive impact on society

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BRANDING STANDARDS

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Branding Standards

• Branding “rules” are not guidelines; they are to be followed.

• Standards are put in place to ensure that AIESEC sends out a clear and consistent image.

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AIESEC Logo

Clear space above the logo should be the same height as the blue bar.

Space at the end of the logo should be 20 % of the whole length.

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Logo Colours

• If background colour is white, use the blue logo.• If background color of the document is blue, use a white

logo.• When color is not available, use black and white logos.

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Font

Always use Helvetica, but if the font is not available, use Arial.

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Filter tool

1. Is it true to the essence (activating leadership)?

2. Is it true to our differentiator (youth driven impactful experience) and thus different to those offered by our competitors?

3. Is it consistent with or not contradicting any of our values? (LEADAS)

4. Is it reflecting the international development experience in the AIESEC Way (exchange, leadership, global learning environment) and our current organizational strategy? (Developing people for international impact and recognition)

5. Is it reflecting at least two primary benefits?

6. Is it adhering to the visual guidelines?