The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
One-way marketing (interruption) is often more effective than two-way marketing (engagement) for large brands communicating with significant numbers of people. While two-way marketing aims to directly involve consumers, people generally do not care much about brands and are less likely to actively engage or participate. Examples show that memorable one-way ads like the Cadbury Gorilla commercial can be more effective at reaching large audiences with positive brand messaging than two-way social media campaigns, which typically see very low rates of actual consumer engagement. The most robust case studies continue to show traditional one-way marketing performing well compared to two-way approaches.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
How Brands Grow : A summary of Byron Sharp's book on what marketers don't knowAmie Weller
Byron Sharp is a marketing professor who challenges traditional marketing theories in his book "How Brands Grow". Through rigorous scientific analysis, he developed three new marketing laws and simplified brand growth down to seven rules. The most important thing for growing a brand is availability - making the brand mentally and physically available to consumers when they are shopping. Brands should focus on developing distinctive assets that make the brand memorable, rather than differentiating themselves or focusing on loyalty programs. An "always on" marketing strategy of continuously reaching all potential customers is more effective for growth than short-term bursts of advertising or price promotions.
The document outlines a 3-step workshop on branding:
Step 1 provides a 30-minute overview of branding and marketing concepts, and framework for collaboration.
Step 2 involves participants filling out brand squares to analyze their brand message, crafting an emotional brand message, and presenting a brand vision.
Step 3 is about developing an engagement plan, mapping touchpoints to tell their story, scheduling marketing duties, and delivering consistent content across channels.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
This document discusses developing a brand strategy and summarizes key points in brand positioning, identity, and image. It explains that brand identity is how a brand strategist wants a brand to be perceived, while brand image is how a brand is currently perceived by customers. Brand positioning communicates part of the brand identity to target segments. The document emphasizes translating a brand promise into a customer experience strategy and vision so employees can deliver the brand as intended. It questions how to map customer engagement opportunities to the brand vision and measure progress through key metrics.
From product brands to concept brands the evolution of brand managementDrthomasbrand Limited
The idea of concept brands is a useful one to evaluate the extent to which a brand can stretch and create exponential brand and business growth and value. It can help a brand extend into new products, services, markets and segments. It can assist a brand to increase its growth and its value.
In this presentation, we explore what the concept is, how it works and why it matters. We investigate examples of brands that have done it right and brand that are struggling to do it right. We look at what factors make it succeed or fail.
We then review the process and questions as to how to make it work for your brand.
Spotify's social media strategy focuses on being connected to artists and fans through sharing behind-the-scenes insights, music data and creating a sense of community. The goals are to increase paid membership by broadening users' musical tastes, staying relevant through new trends and acting as informed curators. Content ideas include sharing funny music facts, stories from artists, and engaging directly with users by addressing complaints or finding interesting things to discuss.
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEESSeanpaul Walsh
This document contains a case study analysis of Burt's Bees as the company considers expanding into the mass market. It includes an external analysis of Burt's Bees' position in the market through strategic mapping and competitor analysis. The internal analysis examines Burt's Bees' revenue growth and brand equity. The document identifies key issues for Burt's Bees and evaluates strategic alternatives for entering the mass market, including through niche focus or a joint venture. It recommends a strategy of rebranding to strengthen brand awareness while entering the mass market.
How to create Design Strategy for a brandbala murugan
Method of creating Design Strategy with pictorial example
- factors to be consider
- analyze them with the right person
- Creativity Vs Research
- Who is the expert?
- The selling factor
- What is design strategy and what it includes?
1. The document discusses managing global brands and the challenges of achieving local relevance while maintaining a consistent global brand. Some key challenges discussed include balancing global consistency with cultural adaptation, determining which elements of the brand can be adapted locally versus remaining consistent globally, and determining which brands are best suited to be global mega-brands versus local brands.
2. Transitioning local brands to global brands is also discussed, outlining strategic options like fading a local name into a global name over time or making an instant switch. Drivers of a company's international product line are also mentioned.
3. Achieving cultural relevance while maintaining authenticity to the core brand is highlighted as important. Examples are given of ensuring translations and adaptations are
This document provides an overview of design research and how it can be used at different stages of the product development process. It outlines three types of design research: foundational, generative, and evaluative research. A five-day research plan is presented, including preparation, interviews, and debriefing. Guidance is given on preparing research objectives and hypotheses, conducting effective interviews, and debriefing to refine ideas. The goal of design research is to gain insights into user needs and problems to help guide the creation of solutions.
A lecture focusing on how to create a solid and differentiated digital roadmap.
• How to plan for changing consumer expectations
• How to approach digital strategy planning
• What a social media maturity model looks like and how to apply it to your own roadmap efforts.
This presentation is a general introduction/refresher to marketing planning and it will guide you through the planning process and building the plan itself. The presentation starts with an overview of marketing and this part is generally aimed individuals with limited marketing management experience or marketers who want a refresher. The next sections go into the market planning process, marketing communications planning, marketing budgets and forecasts, and the final section covers writing the marketing plan.
Umbrella branding involves marketing multiple related products under a single brand name to leverage the equity and reputation of the core brand. Amul and Nivea are examples of successful umbrella brands - Amul markets various dairy products under its core brand while Nivea markets cosmetic products across over 150 countries. The benefits of umbrella branding include lower marketing costs, easier launch of new products, and a common brand identity that helps customers recognize related products. However, unique identities of individual products may suffer and the brand faces risks if any single product fails. Customers ultimately care most that products meet their specific needs rather than just sharing a parent brand.
The Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
The document outlines an agenda for a brand communication workshop. The workshop aims to define a brand's core values, strengths, and identity. It includes 6 exercises to analyze the target audience, explore brand associations, visualize the brand identity, assess features and benefits, develop a brand proposition, and determine brand values. The workshop follows a structured timing plan and aims to provide a final brand map, mood boards, insights, and recommendations to help guide the brand's future marketing strategy.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
How to Write a Marketing Plan: A Comprehensive Guide with TemplatesVital Design
Since we are a digital marketing agency, this marketing plan discussion will focus heavily on
digital marketing (what we call “inbound marketing”) — but the strategies and concepts discussed
can be expanded to encompass your entire marketing department.
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
This document provides an overview of tools and frameworks for developing an effective brand strategy. It outlines a step-by-step process including conducting a brand audit, defining the brand positioning, developing a brand personality, and creating an integrated communications strategy to ensure consistent messaging across all touchpoints. The goal is to provide a common language and shared understanding of the brand strategy process to help marketers and students implement it within their organizations.
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
The document discusses various aspects of brand equity including definitions, components, measurement, and strategies for building and maintaining brand equity. It defines brand equity as the added value provided to a product or service due to its brand, compared to if it was unbranded. This value comes from strong, favorable, and unique brand associations in consumers' minds related to the brand's identity and reputation. The document also discusses frameworks and methodologies for measuring and assessing brand equity from both marketing and financial perspectives.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
This document discusses key concepts in brand management including:
- The meaning of brands, branding, and brand management and their importance to consumers and firms.
- The difference between products and brands and how brands add value.
- The strategic brand management process and customer-based brand equity (CBBE) model.
- Sources of brand equity like brand awareness, loyalty, perceived quality, and associations.
- The importance and basis of brand positioning in differentiating a brand and creating demand.
The document discusses brand management and customer-based brand equity. It defines what a brand is and discusses new challenges in branding. It introduces the concept of customer-based brand equity and how building strong customer brand knowledge and associations can provide benefits like greater loyalty and price premiums. The document outlines the strategic brand management process and emphasizes that for branding to be successful, customers must perceive meaningful differences between brands.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
This document discusses creating brand equity. It defines a brand and brand equity, and explains that brand equity is built through branding activities that endow products with meaning and differentiate them from competitors. Brand equity is measured using various models that assess brand knowledge, perceptions, preferences and behavior. Managing brand equity involves reinforcing brand associations through integrated marketing activities and ensuring internal branding. Choosing brand elements, extensions, and architecture are important strategic decisions for building brand equity over time.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
Brand management provides benefits to both buyers and sellers. For buyers, brands help reduce purchase risk and time by aiding product identification and quality evaluation. For sellers, brands help differentiate products, create brand loyalty to stabilize market share, and potentially allow premium pricing. Brand equity is the value provided by brand recognition and impressions. It is developed through all customer touchpoints and communications over time. Managing brand equity helps drive revenue growth and competitive advantage. Effective brand positioning involves communicating distinct attributes to occupy a unique place in customers' minds.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
This document provides an overview of marketing concepts and strategies for small businesses. It discusses defining target markets, conducting market research, establishing brand pillars and values, crafting a mission statement, analyzing competitive advantages, and more. The goal is to help small businesses understand marketing and how to apply key principles to achieve their business objectives over the short and long term.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
1. Brand management includes analyzing how a brand is positioned in retail and maintaining its reputation.
2. Brand equity represents the added value provided to a product from past marketing investments. It links past brand performance to future brand actions.
3. Successful retail branding ensures stable long-term demand, better margins, product differentiation, trust in fulfillment of expectations, and protection from competition.
This document discusses brand equity and how to build strong brands. It defines brand equity as the added value provided to a product or service based on consumer perceptions and brand knowledge. The key aspects of brand equity are brand awareness, loyalty, quality perceptions, brand associations. It also describes several models for measuring brand equity, including the Brand Asset Valuator, Aaker, and BrandZ models. The document outlines the process of building brand equity, including choosing brand elements, developing holistic marketing activities, and leveraging secondary brand associations. It emphasizes the importance of brand audits and tracking to measure sources of equity and brand performance over time.
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2. Overview Only 53% of firms say they have a long-term brand strategy in place .(1) While 80% of advertising and marketing professionals say they are strongly aware of their company's brand positioning, only one fourth of them "...can clearly articulate (their) company's brand position to... clients, customers or prospective clients.“ (2) Strong brands never happen by accident. Yet many companies do not take a disciplined approach to brand planning and execution. Prophet, Best Practices Survey, 2002 Louws Management Corporation Survey, 2007
3. Purpose The need for brand building is widely accepted. What is missing is a shared set of tools for creating and implementing an effective brand strategy. This toolkit is designed to be a step-by-step template for marketers and marketing students who understand the importance and principles of branding, but need a common language to implement the process in their organization.
4. Brand Strategy Defined The purpose of a brand strategy is to provide a plan for the systematic development of a strong coherent brand in order to enhance revenue and profits. The strategy should be driven by the principles of differentiation and sustained consumer appeal. “ There is no tool better than the brand for uniting the forces and the stakeholders inside and around your company.” Thomas Gad, 4-D Branding: Cracking the Corporate Code of the Network Economy, 2001 “ The role of brands has evolved; brands are now company DNA, the spark from which all corporate life grows.” Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001 “ ...ideally, the brand will make black and white decisions not just at the top of the house, but also all the way down the line.” David F. D’Allesandro, Brand Warfare: 10 Rules for Building the Killer Brand , 2001 The brand strategy should influence the total operation of a business to ensure consistent brand behavior in the marketplace and consistent brand experiences for the customer.
5. Brand Strategy and Marketing Strategy Brand Strategy is separate from the 4P’s. It guides and inform decisions about every aspect of the marketing mix. Brand Strategy is an integral part of the overall strategic marketing process. It helps to bridge the gap between business strategy and marketing strategy. I. Corporate Objectives & Brand Portfolio II. Marketing Objectives III. Brand Strategy Communications Strategy Product and Pricing Strategy Channel and Distribution Strategy IV. Marketing Execution & Monitoring Strategic Marketing Process
6. Brand Strategy Process Target & Insight Brand Execution Brand Elements Competitive Assessment Brand Inventory Equity Pyramid Positioning Objectives & Metrics Personality Communications Strategy Brand Experience Map Brand Strategy Brand Audit CRM & Community Building Points of Parity and Difference The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points. It can be generally thought of as having three stages..
8. Target Matrix The purpose of the target matrix is to identify and evaluate alternative candidates for equity building in order to ensure the brand focuses on the customers and prospects that offer the greatest potential for increased revenue and profitability. Satisfaction Role of price Brand Importance Key Influences Barriers/Concerns Decision Process Usage Behavior Decision Criteria or Motivators Size/Profile Lapsed Users Category non-users Competitive Brand Users Current Brand Users
9. Decision-Drivers The purpose of laddering is to identify key emotional and rational decision-making variables and their relationship to key benefits and consumer values in order to identify the most relevant ideas to consumers.
10. Target Insight Where to Find Insights The purpose of a target insight is to describe how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs in order to help identify a relevant brand promise. Trends Motivations/”Sweet spots” Decision-making process/criteria Higher level benefits Image/Identity gaps New Segments Unmet needs
11. Insights Examples Mastercard “Priceless” campaign “ What we found was that people buy things because of how those things make them feel… So the idea is that the item allows you to get to some other place in your life that makes you feel good.” National Youth Anti-Drug Program “Above the Influence” campaign “ We wanted to elevate the conversation to make it more ‘pro-me’ than anti-drug. We know teens are very sensitive to influences, positive and negative, from peers and the media. That’s why we positioned it so teens would see influence as the enemy and marijuana as one of the influences that gets in their way. It’s a way of empowering them so they can stand on their own at a key moment of choice – seeing that they could be above the influence.”
12. Brand Inventory Heritage/Historical Positionings (existing products) Brand Identity logos, icons or symbols Secondary associations Gaps between identity and image Organizational strengths Brand Values/Vision Product performance claims, proprietary technology/patents Third-party ratings or endorsements Where to Find Assets or Gaps The purpose of the brand inventory is to identify existing or potential assets that can be leveraged or gaps that need to be addressed in order to build on or create sustainable points of differentiation.
13. Points of Parity and Difference Brand Consumers Competition Our PODs Potential Brand Differences POPs Points of Parity (Category Benefits) Competitive Brand Differences Their PODs Wants and Needs The purpose of a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating. The purpose of a POP’s analysis is to identify which category benefits are critical for establishing credibility.
15. Brand Pyramid The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for in order to guide the process of building brand equity. It is the basis for determining key elements of the brand strategy – brand vision, brand positioning, and brand personality and brand measurement. Identity Relationship Response Meaning Brand Equity Pyramid The model was developed by Kevin Keller, professor of brand strategy at Dartmouth, based on his ‘Customer Based Brand Equity Model’ (CBBE). Keller is the author of two definitive texts on brand building. The pyramid is just one of 4-5 leading representations of the components of brand equity. Other models include Y&R’s Brand Asset Valuator, Millward Brown’s BrandDynamics model, etc. While each model has its adherents, upon closer scrutiny, they are all very similar in their content and purpose. Whichever is selected, what is important is that it provide a shared basis for understanding what is meant by ‘brand equity’ and how this construct applies to your brand. Resonance Consumer Judgments Consumer Feelings Brand Imagery Brand Performance Salience
16. Brand Positioning The purpose of brand positioning is to explain how the brand will create a sustainable competitive advantage in the minds of prospects & customers in order to win loyal customers and ensure revenue and profits. For (Target), (Brand/Company) is the only/best (consumer frame of reference) that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point). Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
17. Positioning Building Blocks BENEFIT Category definition Need state or problem Product quality or value Most Reputable Company Service or delivery difference Homeowners/Business owners Adults 35+; HHI $50,000+ Aware of ------ Experiencing ----- SUPPORT TARGET FRAME OF REFERENCE
18. Positioning Examples For women concerned about perspiration wetness, Secret is the one brand of antiperspirant that is strong enough for a man but gentle enough for a woman. For adults concerned about oral hygiene, Listerine is the one brand of mouthwash that not only stops bad breath but also helps prevent gum disease. For adult cold suffers, Nyquil is the one brand of cold remedy that effectively prevents cold symptoms at night so one can sleep. For financially constrained college intenders, PNC is the only university in NW IN that provides both a prestigious, marketable degree and a more authentic, “real college” experience.
19. Brand Personality The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in order to increase its appeal and create greater affinity with its target. Brand personality can also help to differentiate a brand’s imagery relative to competitors. What Brand is: What Brand is NOT:
21. Brand Elements Brand Name Brand Logos and Icons Colors Symbols Music/Earcons Celebrities or Personalities Advertising slogans and jingles Brand Alliances/Secondary Associations Co-branding Licensing Sponsorship Event Marketing Celebrity Endorsement Third-party Endorsements
22. Integrated Communications Strategy Current Beliefs Current Actions Message Desired Belief Desired Actions The purpose of a communications strategy is to ensure all communications are unified around a compelling brand idea in order maximize the consistency and efficiency of brand building communications.
23. IMC Strategy Example Current Actions Buy whichever sport drink is on sale Message Gatorade is the only sports drink that is backed by years of research Desired Belief Gatorade is better than other sports drinks Desired Actions Buy Gatorade even when other brands are on sale Current Beliefs All sport drinks are the same Target: Moms with kids 8-17 who purchase sports drinks at supermarkets
24. The purpose of the Brand Experience Touchpoint Cycle is to map the points of interaction that influence customer behavior and brand perceptions through the customer lifecycle in order to identify and optimize high-impact customer touchpoints. Brand Experience Brand Experience and Touch Point Cycle Post Usage Pre-Purchase Experience Usage Experience Brand-Customer Relationship
25. The smartest marketers have realized that it is possible for communities to be formed around brands and are helping nurture the process. A whole new way to sell things that is beyond both mass marketing or narrowcast, one-to-one strategies. Requires “supporting”, “nurturing”, “listening” and “validating” the group that is participating in your brand. Community Building
26. For more information, contact: Carol Phillips BrandAmplitude, LLC [email_address] 269-429-6526