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How to create brands and maintain your focus. Presentation made from a lecture power point.

How to create brands and maintain your focus. Presentation made from a lecture power point.

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  • best slide i have ever studied. loved it.... P.s. it would be really appreciable if you mail me a copy of it. prasoonparashar1144@gmail.com.... thanks.
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  • I would really appreciate if you could email me this presentation on mohsin.awan@gmail.com

    thanks and great work!
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  • Muchos puntos criticos de marca y buen enfoque que enlaza todo
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Brandfocus Presentation Transcript

  • 1. Identity vs image BRAND IDENTITY BRAND IMAGE 9 8+ 7- VS How we see ourselves? How others see us?
  • 2. Brand core • Brand core is the heart of the brand, the main focus • It is the key element. It creates long term focus for the organisation and for the brand • Brand core should be found from everything a brand is and does; it should infuse product development, distribution strategy, pricing, targeting, sampling, joint ventures, advertising, everything...
  • 3. Clarity & coherence • Brand can be compared to a family where each (product) have a role and a relationship to others • A strong and large family is characterized by strong common ethos (shared values or personality traits) and a certain physical resemblance. However, each member has unique personality
  • 4. Brand identity prism
  • 5. Brand identity prism • Identity prism enhances the core brand principle. • Every facet can be defined • Thee facets should not be uniform or lukewarm. • read Strategic Brand Management by J.N. Kapferer
  • 6. Brand identity prism • Facets on bottom - reflection, relationship, products - are directly visible social facets that form the outward expressions. • Facets on top - personality, culture and self-image – are incorporated within the brand itself, within it's spirit. These are called brand style. Cannot be altered often (say in five to ten years min.) • The relationship and culture facets, bridges the gap between the sender and the recipient.
  • 7. Brand identity • Companies are usually either: • Product-led (fex. automobiles, product facet,rare or when dominates the category) • Environmentally-led (fex. hotels, culture facet) • Behaviorally driven(fex. service companies, relationship facet) • Communication, advertising driven (value propositions)
  • 8. How to define brand personality?
  • 9. Internal culture • HR (recruitment, training, rewarding) • brochures & publications • workshops and social events • customer relationships • sales force communication • leadership • working atmosphere • managerial feedback quarterly or annually • non work commitment and play related to brand values
  • 10. Relationship • Use technology and web to create meaningful relationships with your customers • Make the core focus of your brand the basis for all relationships! • Be active in online and offline communities relating to the brand values
  • 11. Relationship
  • 12. Reflection & self-image • It is not just a question of ‘What does this brand say about me to others?’ • Just as important is ‘What does this brand say about me - to me?’
  • 13. Products • Functional benefits are the most visible and common basis for a brand. • All products have functional benefit. Many brands have problems with the physical facet because their functional added value is weak. • Products must always embody the core brand values. Thus the natural selection for the products is not solely the economic reasoning but whether the product fits to the culture and standards of the
  • 14. Products
  • 15. B2B vs B2C brand focus
  • 16. THE STEPS TOWARDS BRAND ENLIGHTENMENT • The customer experience moves from tangible attributes to understanding the brand core • The experience precedes the essence • Understanding the focus might take time. Believing in the focus takes even more.
  • 17. THE STEPS TOWARDS BRAND ENLIGHTENMENT employees BRAND PURPOSE & VISION Brand Brand BRAND CORE perceptions management bottom-up top-down BRAND PERSONALITY FUNCTIONAL & EMOTIONAL BENEFITS CREATIVE VISUAL IDENTITY: customers FAMILY RESEMBLANCE
  • 18. Launching a new brand BRAND CULTURE INTERNAL BRAND LAUNCH FRAMEWORK brand workshops HR - recruitment VALUE - training PROPOSITIONS - rewarding /BENEFITS brochures & publications EMPLOYEES & RETAILERS events CULTURE leadership SELF- PERSONALITY IMAGE BRAND CORE REFLECTION PRODUCTS EXTERNAL BRAND LAUNCH CREATIVE BRIEF RELATIONSHIP visual identity (how you look) PRODUCTS MARKETING & SERVICE COMMUNICATION verbal identity (what you say and where) VALUE PROPOSITIONS POSITIONING Communication strategy /BENEFITS Online strategy etc. Budget setting (How much) Tactic setting (How you spend it) Success metrics (How you measure)
  • 19. Launching a new brand • The objective of internal communication is to assimilate the FOCUS to the company. • Start from the internal framework including company personnel and other related stakeholders fex retailers • Then make the strategy for marketing and products (the creative brief for design agency)
  • 20. Brand communication • Marketing & advertising • There is a difference in selling and telling • Branding is always about telling. This telling is achieved through brand strategy and design.
  • 21. Brand communication
  • 22. Out of ideas?
  • 23. State your position! • Positioning is competitive choices against the competing brands • By defining positioning we remain sure what we’re competing against for, how and why
  • 24. State your position!
  • 25. Brand architecture
  • 26. Brand architecture models (according to Kapferer 2008, page 354)
  • 27. Range branding • Aligning ALL the products under one single concept BRAND BRAND CONCEPT PRODUCTS A B C D E F...
  • 28. Brand extensions • Does this new & profitable product or service fit to the existing product family? • Does this product meet one of the brand identity prism criteria? • Is the innovation in the brand core? • NO? • Don’t do it.
  • 29. Brand extensions • Whenever you compromise on your principles, you and your customers will be the losers. • Why co-branding is good for you • If multiple brands have to exist align them under a single masterbrand
  • 30. Brand is not what you SAY. It’s what they THINK.
  • 31. Brand image • The brand identity should be expressed through: • People (culture facet) • Products & Service (relationship facet) • Marketing communication (value propositions) • Brand image is the outcome of these
  • 32. Brand image PRODUCTS & SERVICE BRAND IDENTITY BRAND IMAGE EMPLOYEES & RETAILERS MARKETING COMMUNICATION
  • 33. Brand image • However, you can’t rule the brand alone in a free world
  • 34. Brand image COMMUNITIES PRODUCTS & SERVICE BRAND IDENTITY RETAILERS CUSTOMERS BRAND POSITIONING IMAGE EMPLOYEES & RETAILERS COMPETITION MARKETING COMMUNICATION
  • 35. What we can do for you? • The folks at Client are delighted to provide: • strategic focus & brand building • visual & design aid • web design and services that enhance the brand • - if the cause is right.
  • 36. • toimisto@client.fi • http://www.client.fi