Brand Strategy Development, by Kroese brands & behaviour
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Brand Strategy Development, by Kroese brands & behaviour

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Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand ...

Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.
The Kroese Brand Strategy Development can help to become a stronger brand.

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  • 1. Plan van aanpak
    DOES YOUR BRAND STAND OUT?
    Brand Strategy Development Model
  • 2. White Paper
    Kroese Brand Strategy Development
  • 3. Strong brands are a main driver of distinction
    COMPETITIVE EDGE
    (KROESE DISTINCTION INDEX ®)
    BRANDING & MARKET COMMUNICATION
    recognition
    innovation
    sales
    brand image
    do they know us?
    do they prefer us?
    do they buy from us?
    is our portfolio developing well?
    DISTINCTION DRIVERS
    BEHAVIOUR
    internal
    leadership
    creativity
    cooperation
    do we feel involved?
    are we an effective team?
    do we have enough successful ideas
    are we making progress?
  • 4. Be distinct or become extinct.
    Strong brands are authentic brands.
    The brand identity is defined by the organisation and its culture.
    Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.
  • 5. Be distinct or become extinct.
    Strong brands are sustainable brands.
    ‘Brands that have a strong and clear identity are better capable of creating meaningful and lasting relationships.’ - Jean-Noël Kapferer
  • 6. Kroese Brand Strategy Development
    Features
    A way to develop a brand strategy which fits the brand’s identity.
    The way of working is based on a structured approach, which encompasses both analytical steps and psychological insights (archetypes).
    The method involves all relevant people within the organisation as to create a common understanding and commitment.
    The method can be applied either extensively or as a ‘quick scan’.
    Benefits
    A brand strategy which is authentic and consistent with the true meaning of the brand. Therefore distinctive and sustainable.
  • 7. Developing a positioning strategy
    1. Brand identity
    Defines the essence
    of your brand (itsmeaning).
    2. Brand type
    Basedon archetypes.
    4. Brand strategy &
    proposition
    Fitting itinto the big strategic
    picture.
    3. Level of positioning
    Defines the level at which
    you want to stand out.
  • 8. Means (internal)
    Fundament for content
    Central commitment
    Personality
    Culture
    Mission
    Character-istics
    relationship
    Ideal customer
    the identity of a brand bears a strong relationship with the organisation and culture that bring it forth;
    the organisational identity defines the meaning of a brand;
    the brand identity is the basis for authentic communication and compelling marketing activities.
    Means (external)
    Visual style
    Image/tone-of-voice
    1. Brand identity
  • 9. 2. Brand type
    Freedom
    Outlaw
    Jester
    Explorer
    Lover
    Creator
    Caregiver
    Hero
    Ally
    Magician
    Social
    Ego
    Innocent
    Sage
    Ruler
    each brand identity belongs to a brand type, which is based on Jung’s archetypes;
    an archetype is an image which is universal and recognizable for everyone;
    using archetypes simplifies communication, making it easier to bring your message and experience across.
    Order
  • 10. Freedom
    Outlaw
    Jester
    Explorer
    Lover
    Creator
    Caregiver
    Hero
    Ally
    Magician
    Social
    Ego
    Innocent
    Sage
    Ruler
    Order
    Example: brand type of cars
  • 11. 3. Level of positioning
    There are five positioning levels (from material – immaterial)
    The chosen level depends on the chosen USP’s and the way a brand wants to distinguish itself.
    Values
    Brand differentiates through universal values or attitude
    Role
    Brand differentiates by claiming an own role in he world
    Experience
    Brand differentiates by creating an own world of experiences
    Benefit
    Brand differentiates through user benefits
    Attribute
    Brand differentiates through attributes or intrinsic qualities
  • 12. Example: positioning strategies
    Values
    Brand differentiates through universal values or attitude
    Role
    caregiver
    Brand differentiates by claiming an own role in he world
    Experience
    Brand differentiates by creating an own world of experiences
    Benefit
    caregiver
    sage
    Brand differentiates through user benefits
    Attribute
    Brand differentiates through attributes or intrinsic qualities
  • 13. 4. Brand strategy & the big picture
    Where do I want to go?
    Strategy
    Goals & Realisation
    Rules of the game
    Creativity/ideas/direction
    How do I comeintomyown?
    Where do I want to be?
    How do I want to beperceived?
    Behaviour
    Positioning
    Branding & proposition
    Branding
    Culture
    Analysis/knowledge
    Whoam I?
    Wheream I?
    Howam I beingseen?
    Identity
    Positioning
    Image
  • 14. More info…
    www.kroese-bb.com
    Kroese brands & behaviour bv
    Handelsweg 59e
    1181 ZA AMSTELVEEN
    THE NETHERLANDS
    info@kroese-bb.com