Dominant Brand Building Strategies

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Document presents branding building strategies firms xcan use to build their business

Document presents branding building strategies firms xcan use to build their business

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  • 1. Dominant Brand Building Strategies Mike Colucci Mike Colucci - Copyright April 2009
  • 2. Strategies Low High Low High tangible differentiation intangible differentiation IMAGE BRAND “ The Brand represents personal values” UTILITY BRAND “ The Brand represents a threshold of quality” FUNCTIONAL BRAND “ The Brand represents functional superiority” EXPERIENCE BRAND “ The Brand represents an experience
    • Create emotional attachment & advocacy by appealing to consumers’ aspirations & ego
    • Built by creating the right image, aspirations or associations
    • Works Best:
      • Demand-driven categories
      • Higher involvement consumer behavior
    • End result:
      • Behavioral loyalty - Image-based
    • Examples:
      • Coke, Ralph Lauren, Land Rover
    • Create emotional attachment & advocacy through feelings generated by an end-to-end customer experience
    • Built through consistent delivery across all access points
    • Works Best:
      • Demand-driven categories
      • Higher involvement consumer behavior
    • End result:
      • Attitudinal loyalty – functional or emotional-based
    • Examples:
      • Virgin, Starbucks, Saturn
    • Inform and remind stakeholders of your existence
    • Built by creating awareness
    • Works Best:
      • Supply-driven categories - commodities
      • Low involvement consumer behavior
    • End result:
      • Behavioral loyalty – Convenience-based
    • Examples:
      • Utilities, retail petroleum industry, most financial services firms
    • Promote differences in functional performance & benefits (feature-based - rational)
    • Built by promoting the differentiating benefits
    • Works Best:
      • Supply and Demand-driven categories - differentiated
      • Low & high involvement consumer behavior
    • End result:
      • Behavioral loyalty – Functional-based
    • Examples:
      • Tide, Visa, Toyota
    Dominant Brand Building … The How The Why Mike Colucci - Copyright
  • 3. Evolving Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND Better (Functional) Products/Services or Reputation Better Imagery, Reputation Perceptions, Associations Better End-to-End Experience (from purchase to consumption) A Utility Brand Mike Colucci - Copyright
  • 4. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, barriers to entry discourage competition Better Imagery and Intangible Perceptions and Associations (Adopt this strategy if you lost your competitive, differentiating functional advantage) Better End-to-End Experience (from purchase to consumption) A Functional Brand Evolving Mike Colucci - Copyright
  • 5. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, category becomes supply-driven Better (Functional) Products/Services (Adopt this strategy if you gain a competitive, differentiating functional advantage) Better End-to-End Experience (from purchase to consumption) An Image Brand Evolving Mike Colucci - Copyright
  • 6. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, category becomes supply-driven Compete on Better (Functional) Products/Services (Adopt this strategy if you gain a competitive, differentiating functional advantage) Compete on Better Imagery, Perceptions and Associations (Adopt this strategy if you can no longer compete on an end-to-end client experience but have a good image/reputation that can set you apart) Evolving An Experience Brand Mike Colucci - Copyright