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Building a Strong Brand  1. Assessing Brand Image: Internal Strengths & Weaknesses * Company strengths * Current weaknesse...
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Building A Strong Brand

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6 steps for building strong brands. Adapted from brand leaders for small businesses and non-profit organizations.

Published in: Business, Education
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Transcript of "Building A Strong Brand"

  1. 1. Building a Strong Brand 1. Assessing Brand Image: Internal Strengths & Weaknesses * Company strengths * Current weaknesses * Unique differentiators 2. Developing Brand Identity : How brand aspires to be perceived 3. Defining the Value Proposition: Consumer focused Extended Brand identity Core Brand Identity Product attributes Brand Personality Relationships w/Customers Competitive Differentiators Brand Heritage Logos & visual imagery <ul><li>Functional Benefits </li></ul><ul><li>Emotional Benefits </li></ul><ul><li>Self expressive benefits </li></ul>* Adapted from Dr. David Aaker’s work on brand management from the University of California, Berkeley. 4. Communicating the Brand <ul><li>Brand Positioning </li></ul><ul><li>Brand Promise </li></ul><ul><li>Brand Architecture </li></ul><ul><li>Brand Roll-out </li></ul>5. Creative Development 6. Measurement S W O T

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