AIESEC Brand

maj 2013.
VP M & PR Dijana Stojanovic

What is brand?
A brand is more than just a slogan it is the
image and associations we want others to have
of AIESEC
A brand is more than just an image it is a
description of the organization we want to be
A brand is an expression of your actions and
what you do every day.

Objective of a good branding

is:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the target audience
Concretes Loyalty
Creates organization identity

Why we have a global

branding?

To be more consistent and credible

To attract more stakeholders and give AIESEC a
clear competitive advantage
To attract the right stakeholders and to set the
right expectations
To align the organization to globally leverage the
AIESEC Experience

Our 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 re-evaluating 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
1. Misalignment:
Subjective
statement of what
we are but not
about what we
offer

A costumer
experiencing
actions not
aligned with the
brand

Brand
Promise

Brand
Experience

Brand
attributes

What an
AIESECer
would say

What we
want
externals
to know

Having a brand positioning that

represents what we offer and how
its lived.

Brand
promises

Visual
guidelines

implementation

The concept

Who is our target.

What we do.
Differentiator.

Answers the question: Why

would I join AIESEC?
(benefits and external value).

Brand Strategy

The way we make

decisions.
How we deliver our
operations.
Micro-experiences
management.

Brand operations

The result

How do we write
organisation`s name?
1.
2.
3.
4.
5.

A.I.E.S.E.C.
Aiesec
aiesec
AIESEC
A.i.e.s.e.c.

Questions?