BRAND STRATEGYAND IMPLEMENTATIONMichael Lang
The Marketing Mindset2                            © ML4Marketing, 2012. All rights reserved.
The Customer: Your King And Your Queen3                                 © ML4Marketing, 2012. All rights reserved.
Election Day All Year Long4                                 © ML4Marketing, 2012. All rights reserved.
The Royal Formula5                        © ML4Marketing, 2012. All rights reserved.
The Villain6                  © ML4Marketing, 2012. All rights reserved.
Why Care About Brands    Consumer Point Of View7       Orientation and information           The brand functions as an i...
Why Care About Brands    Manufacturer Point Of View8       Effective brand strategies enable sustainable profit        an...
How To Think About Brands    At The Intersection Of Projection And Perception9                                            ...
How To Think About Brands     The Goodwill Factor10                      Product Benefit                +   Consumer Goodw...
Corporate Brand Management     A Process Perspective11                                  Brand Strategy                    ...
Do People Know Your Brand?12                        I think about             I’ve heard         This brand       this bra...
What Are People Talking About?13                        ?                                  © ML4Marketing, 2012. All right...
Raise Awareness,     Sharpen Profile, Increase Consistency14                                        © ML4Marketing, 2012. ...
The Definition Of A Brand15                        A brand is the condensed                        expression of a credibl...
From Brand Promise To Communication16       Value Proposition   Brand Communication                           • Message   ...
Brand Strategy     The Fundamentals Below The Surface17                                     Logo                          ...
Brand Architecture18         A brand architecture manages the relationships within complex brand systems.         Well s...
Development Of A Brand Architecture     From Corporate Strategy To Brand Strategy19                                       ...
Executing A Brand Architecture     Holistic Approach According To Kotler20          • Board                               ...
Create A Champion Brand: 4A’s21     1.   Alignment             Match expectations     2.   Attachment             Evoke ...
Living The Brand     Walking The Talk22                        © ML4Marketing, 2012. All rights reserved.
The Highest Honor     Years To Earn, Seconds To Break23                                       © ML4Marketing, 2012. All ri...
Thank You!24      A brand for a company is like a      reputation for a person. You earn      reputation by trying to do h...
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Brand Strategy and Implementation

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Brand Strategy and Implementation

  1. 1. BRAND STRATEGYAND IMPLEMENTATIONMichael Lang
  2. 2. The Marketing Mindset2 © ML4Marketing, 2012. All rights reserved.
  3. 3. The Customer: Your King And Your Queen3 © ML4Marketing, 2012. All rights reserved.
  4. 4. Election Day All Year Long4 © ML4Marketing, 2012. All rights reserved.
  5. 5. The Royal Formula5 © ML4Marketing, 2012. All rights reserved.
  6. 6. The Villain6 © ML4Marketing, 2012. All rights reserved.
  7. 7. Why Care About Brands Consumer Point Of View7  Orientation and information  The brand functions as an information and orientation guide. Increases market transparency.  Trust building  The brand acts as a signal for quality of performance. Reduces the perceived risk by communicating security in acquisition, use and disposal.  Symbol  The symbolic benefit of a brand can, for example, be an increase in prestige in the social or occupational environment. © ML4Marketing, 2012. All rights reserved.
  8. 8. Why Care About Brands Manufacturer Point Of View8  Effective brand strategies enable sustainable profit and growth  Price premium  Customer loyalty  Cross selling  Recommendation  Employee satisfaction & pride © ML4Marketing, 2012. All rights reserved.
  9. 9. How To Think About Brands At The Intersection Of Projection And Perception9 Brand Image Content Value Design Prop Actions Process Projection Perception © ML4Marketing, 2012. All rights reserved.
  10. 10. How To Think About Brands The Goodwill Factor10 Product Benefit + Consumer Goodwill Brand Value © ML4Marketing, 2012. All rights reserved.
  11. 11. Corporate Brand Management A Process Perspective11 Brand Strategy Definition Develop Brand Strategy based on corporate strategy across all businesses Brand Monitoring Brand Strategy Continuously monitor brand Implementation performance and identify areas Create and implement programs of improvement to support brand strategy © ML4Marketing, 2012. All rights reserved.
  12. 12. Do People Know Your Brand?12 I think about I’ve heard This brand this brand about that comes to mind among others. brand before. first. © ML4Marketing, 2012. All rights reserved.
  13. 13. What Are People Talking About?13 ? © ML4Marketing, 2012. All rights reserved.
  14. 14. Raise Awareness, Sharpen Profile, Increase Consistency14 © ML4Marketing, 2012. All rights reserved.
  15. 15. The Definition Of A Brand15 A brand is the condensed expression of a credible peak performance to ensure orientation and trust. 1. Know your peak performance 2. Condense them 3. Express and deliver them © ML4Marketing, 2012. All rights reserved.
  16. 16. From Brand Promise To Communication16 Value Proposition Brand Communication • Message • Story • Target Audience Brand • Media Channels Promise • Social • Relationship • Activation • Engagement • Experience © ML4Marketing, 2012. All rights reserved.
  17. 17. Brand Strategy The Fundamentals Below The Surface17 Logo Brand Name Brand Style Brand Image Effect Brand Design Communications Marketing Brand Touch Points Cause Brand Programs Brand Rules Brand Portfolio Brand Brand Positioning Fans Strategy Breeding Grounds Brand Cores Peak Performance © ML4Marketing, 2012. All rights reserved.
  18. 18. Brand Architecture18  A brand architecture manages the relationships within complex brand systems.  Well set-up brand architectures avoid that brands within one system disturb each other. They allow for a clear separation or a clear relationship in between individual brands.  Strategically built brand architectures can make competitive attacks more difficult, raise market entry barriers and speed up market entries Strong brands have a strategically sound and smart brand architecture, which gives orientation to all stakeholders and reflects well the image of the brand(s) © ML4Marketing, 2012. All rights reserved.
  19. 19. Development Of A Brand Architecture From Corporate Strategy To Brand Strategy19 © ML4Marketing, 2012. All rights reserved.
  20. 20. Executing A Brand Architecture Holistic Approach According To Kotler20 • Board • Product/Service • Executive Team • Communications • All Departments • Media/PR • All Hierarchies • Trade Internal External Marketing Marketing HOLISTIC APPROACH Socially Relationship Responsible Marketing Marketing • Ethics • Investors • Environment • Customers • Legal • Authorities • Community • Vendors/Partner © ML4Marketing, 2012. All rights reserved.
  21. 21. Create A Champion Brand: 4A’s21 1. Alignment  Match expectations 2. Attachment  Evoke emotions 3. Authenticity  Be true and transparent 4. Advocacy  Be an advocate for your consumer, the society and the environment © ML4Marketing, 2012. All rights reserved.
  22. 22. Living The Brand Walking The Talk22 © ML4Marketing, 2012. All rights reserved.
  23. 23. The Highest Honor Years To Earn, Seconds To Break23 © ML4Marketing, 2012. All rights reserved.
  24. 24. Thank You!24 A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. - Jeff Bezos © ML4Marketing, 2012. All rights reserved.
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