Brand development
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Brand development process

Brand development process

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Brand development Brand development Presentation Transcript

  • Brand Development November 2006
  • Goal of Brand Development Provide strategic and creative brand guidelines that will enable the company to achieve a competitive advantage and progress towards becoming a more marketing driven company
  • Confronting a Competitive Market Conceptual Basis
  • Confronting a Competitive Market #1 Key Success Factor : Competitive advantage Competitive Advantage: Definition The reasons for which a customer will prefer a product over a competing product or an alternative product The customers’ way of choosing between alternatives Criteria: What do I gain?= “Quality” How much do I pay?
  • The Basic Positioning Map: Gain in Quality for a price = Differentiation The Equal Benefit Axis Perceived Price high low Perceived Quality high low inferior superior Premium Product Discount Product
  • The Commodity Trap The Equal Benefit Axis high high low inferior superior When there is no perceived quality differentiation, price becomes the only parameter of differentiation In this scenario, all competitors’ prices decline to one low level The object is to slant the positioning axis by differentiation In what way are we different? Market Price Level Perceived Quality Perceived Price low
  • The Positioning Process To gain competitive advantage, a company must choose and lead itself to a positioning that will match its customers’ chosen priorities The Positioning Process must rely on deep understanding of customers Core and Envelope benefits from the products These benefits need to be transferred to the target audiences and to existing customers In addition to transferring a message which summarizes the products benefits, the message must also emphasize the drives and decrease the barriers of purchasing the product The last stages in the positioning process are the formation of brand values and visuals, by which we transfer the chosen message
  • The Positioning Process Brand Values Brand Visuals Barriers Drivers Branding Positioning Envelope Benefits Core Benefits Extended Circle We propose a holistic approach that includes the full spectrum of positioning Inner Circle
  • What is Branding? Conceptual Basis
  • A Brand is not only … A logo An identity A product
  • A Brand is… A collectively held idea of a company by its customers, in reaction to the messages the company sends via interaction, advertising, product design and public relations
  • The purpose of a brand A brand defines the relationship our customers have with us A brand is a promise we make to our customers - and to ourselves A brand is shaped by each experience customers have with us
  • Why brands matter Strong brands drive price premiums Companies with strong brands can expect to have a higher employee commitment to their firm A strong brand can out perform the market in strong economic times and protect you in weak times For technology companies with strong brands 1/3 of the value can be attributed to the brand
  • Brand Development Process
  • Project Outline Brand Definition Brand Look & Feel Deliverables: Clear Brand Identity (DNA), including: Brand story and history Value proposition, positioning and differentiation Brand personality and characteristics Brand promise & perception Brand Values Segmented Branding Deliverables: Brand Visual Guideline: Logo Typography Collateral Shows & Conferences Web Site Phase I Phase II
  • Phase I – Brand Definition
  • Brand Definition Process Image-Vision Gap Vision-Culture Gap Image-Culture Gap 1 2 3 4 5 Vision Top managements aspiration for the company Culture The organization’s values, employees behaviors and attitudes Image The outside world’s overall impression of the company
  • 1. Image-Vision Gap Analysis Who are the relevant stakeholders: customers, shareholders, media, general public, job seekers What do the stakeholders think of the company today? What do stakeholders think of the competition? What do the stakeholders want from the company? Is the company effectively communicating its message to the stakeholders? Issues to be Addressed Methodology Interviews with all stakeholders Interviews with company’s management Examination of company’s messaging Examination of competitor’s messaging Analysis of company’s strategy and competencies
  • 2. Brand Vision Definition Brand Values: What does the company stand for? Brand Differentiation: How is the company different from it competitors: Brand Promise: How does the company meet is stakeholders’ expectation? Segmented Branding: How should the brand be different for various stakeholders and customer segments? What will be achieved? Methodology Analysis of information gathered at Image-Vision Gap Analysis stage Formation of Brand Vision alternatives, based on integrated analysis Selection of preferred Brand Vision by holding Branding meetings with the company to form final Brand DNA
  • 3. Vision-Culture Gap Analysis What are the marketing messages are employees are conveying to the stakeholders? Does our Brand Vision inspire the employees? Do the employees understand and agree with the Brand Vision Does the company practice the values promoted in its Brand Vision? Issues to be Addressed Methodology Analysis of the company’s existing marketing material Interviews with employees in various ranks and various responsibilities Focus group with employees and management
  • 4. Brand Culture Definition Define the brand culture and subcultures for each of the company’s departments The messaging to be conveyed by the various employees to different stakeholders Media to be used to convey the messaging What will be Achieved Methodology Training to the employees on the new Brand Vision Develop necessary tools, such as presentations, videos, web site Establish compensation mechanism to promote adoption of new Brand Vision
  • 5. Image-Culture Gap Analysis This phase will be performed a few months after the new Brand Vision has been implemented to examine the state of the new Image by the various stakeholders
  • Phase II – Brand Look & Feel
  • Phase II – Brand Look & Feel Stage I – Complete briefing of Brand DNA Transfer of brand DNA to creative team Q&A to better understand brand DNA Walkthrough of creative team in daily activities: Customer Visits, Salesperson Accompaniment Review of marketing material and company messages Stage II – Look & Feel Concept Creative processes to form several alternative Look & Feel concepts – Logo freshening-up, visual upgrade, color variations etc. Selection of chosen concept
  • Phase II – Brand Look & Feel Design of the following internal items: Stationary Template Envelopes & Packaging Business Card Template Company Stickers Memos Internal & External Signs Template Design of the following interactive marketing items: Web site Grid & Concept Animated intro Home Page & Internal Page Template Banner ad E-mail Template Design of the following print marketing items: Sales kit: Folder + Company Profile + Product Details Image Attachments & Image development Grid for BTL marketing & Brochure sample Grid for ATL marketing & Print ad sample Presentation Template Exhibition look & feel: Booth/Wall Roll-up design Production plan for print & internal items (Paper type, print type, materials etc.) Stage III – Item Design
  • About Us
  • Mitzuv ltd. Strategic Marketing Experts Beit Hataasiya, 29 Hamered st., Tel Aviv 61500 Tel: +972-3-5108801 Fax: +972-3-5108802 Web Site: www.mitzuv.com
  • Mitzuv Mitzuv is a top leading management consulting firm that specializes in Strategic Marketing consulting Led by Prof. Michael Perry , Mitzuv’s staff is comprised of experts in the area of Marketing, Management and Advertisement Mitzuv performs integrated analysis of overall and marketing strategy, while implementing fresh, innovative management methods Mitzuv has developed unique methods of planning and marketing strategies, selling operations and innovative management methods Mitzuv consults to a large number of customers, International and Israeli, of various sizes and from various industry fields Since founded in 1970, Mitzuv has worked upon close to 2,000 different projects
  • Industry Experience Healthcare Food & Beverage Medical New Media Chemicals and Plastics Publishing and Media Retail and Distribution Security Education Advertising Telecommunications Information Technology Computer Hardware & Software Electronics Governmental Agencies Insurance Transportation and Aviation Agriculture and Irrigation Financial Services
  • Mitzuv’s Unique Advantages Openness for new ideas and paradigms, through extensive inside innovation processes Direct link to the world of practical research, and development of implementational models Vast experience in almost all vertical markets from Extensive marketing archive Interchangeable tools from different markets
  • Mitzuv’s Recent Clients
  • Mitzuv’s Relevant projects Ness Technologies – Brand DNA as part of overall global strategy Kol Israel (IBA) – Formation of Individual Radio Station Identities American-Israeli Paper Mills (Hadera Paper) – Brand DNA of subsidiaries as part of overall strategy AMPA – Brand redirection and redefinition Mirs – Brand redefinition as part of strategic planning