The brand strategy toolkit_workbook

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  • Reasons to BelieveProduct Line Extension- thin-curst pizza and constant innovation of new flavors & toppings2. New product category- Newman’s Own has diversified its core business of producing pasta sauces and salad dressings. Today, the brand even offers wines.
  • The brand strategy toolkit_workbook

    1. 1. “Just What You Need to Create, Refresh and Manage Your Brand” Based on popular courses taught at UC Berkeley and The University of Notre Dame The Brand Strategy Toolkit Workbook & Templates By Judy Hopelain & Carol Phillips 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission
    2. 2. Copyright: This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc- nd/3.0/us/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA. 2. Why A Workbook? 3. Brand Assessment Framework 4. Customer Targeting Matrix 5. Primary Decision Pathways 6. Brand Equity Pyramid 7. Brand Identity Model 8. Brand Identity Model Template 9. Brand Expression Assessment 10. Positioning & Long-Term Identity Model 11. Positioning Framework 12. Positioning Development Matrix 13. Positioning Option Description 14. Positioning Option Evaluation 15. Internal Alignment Matrix 16. Brand Activation Touch Point Map 17. About Us Page 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 1 Contents
    3. 3. Why a Workbook? Welcome! This workbook is intended to serve as a companion to The Brand Strategy Toolkit. In the book, we describe how to define and create a brand strategy based on the leading theories and frameworks, and provide many real life illustrations. The book is divided into nine chapters, starting with brand audit, targeting and brand identity and ending with internal branding and brand activation. At the end of each of each chapter, we invite readers to practice using the tools themselves. The goal of this workbook is to make it easier to practice using the frameworks presented in the book. It is not a replacement for the book and does not explain how to use the tools. Rather, it is a compilation of the templates in a larger size and in PowerPoint format. To get the most out of this workbook, check out The Brand Strategy Toolkit. It is available on lulu.com in two formats: Downloadable ebook: http://www.lulu.com/product/ebook/the-brand-strategy-toolkit/18874022 Full-color hardcover: http://www.lulu.com/product/hardcover/the-brand-strategy-toolkit-hardcover/18879666 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 2
    4. 4. Potential Differentiators Our Vulnerabilities Tablestakes Points of Parity (Category Benefits) • • • • Consumer Wants & Needs • • • • • • • Competitive Brand Differences • • • • • • • Consumer NeedsBrand Strengths Competitor Strengths Potential Brand Differences • • • • • • • Adapted from : Urbany, Joel E. and James H. Davis (2010), Grow by Focusing on What Matters: Strategy in 3-Circles, New York, NY: Business Expert Press Brand Assessment Framework 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 3
    5. 5. Current Customers Competitor Customers (Prospects) Category Non-Users Lapsed Customers SEGMENT PRIORITY Size/Priority Decision Criteria or Motivators Usage Behavior Decision Process Barriers/Concerns Information Sources & Influences Brand Importance Role of price Satisfaction Customer Targeting Matrix Note: Adjust title and combine cells to suit your category and brand 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 4
    6. 6. AttributesConsequencesOutcomesValues Pathway 2Pathway 1 Pathway 3 Primary Decision Pathways 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 5
    7. 7. 6 Brand Promise Resonance Judgments Feelings ImageryPerformance CategoryWhat Are You? What’s our relationship? How do I respond? What do you do for me? Brand Equity Pyramid Based on CBBE Pyramid by Kevin Keller, Strategic Brand Management 4e page 61 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission
    8. 8. Internal Culture & Values • Core beliefs • What the brand will never compromise on Capabilities • What the brand does (may not be distinctive) • How well it performs • Quality or performance standards Personality • The way the brand delivers its capabilities • Style or tone • Often expressed as human traits Noble Purpose • Larger goal or cause the brand aspires to serve • Ambition, what the brand wants to change in peoples’ lives Shared Values & Community • Ideas that both the customer and brand agree are important • Passions and affinities Aspirational Self- Image • What using the brand tells others about the customer • How customers want to be seen Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 Rallying Cry • Summarizes vision • Heart and soul of the brand Brand Identity Model 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 7
    9. 9. Internal Culture & Values • • • • Capabilities • • • • Personality • • • • Noble Purpose • Shared Values & Community • • • • Aspirational Self- Image • • • • Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 Rallying Cry Brand Identity Model Template 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 8
    10. 10. Brand Expression Assessment Visual Brand Element Assessment (Memorability, Meaning, Likeability, Transferability, Adaptability) Logo/Trademarks Typeface Primary Colors Secondary Colors Slogans & Taglines Characters & other primary images Other Visual Elements 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 9
    11. 11. BrandEquity Future Today Today Time 5-7 Years Rallying Cry Brand Identity: Positioning: Credible, Relevant, Differentiated Starting Point: Positioning & Long-Term Identity Current Brand Image 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 10
    12. 12. Positioning Framework Key Benefit Reasons to Believe Brand Positioning Statement For (target/mindset), (brand) is (frame of reference) that (key benefit) because (reasons to believe). Target Frame of Reference • Target – The specific customer segment for whom the positioning is intended • Frame of Reference – The category of products/services or competitive set • Key Benefit – What the brand delivers to the target that is credible, differentiated and relevant • Reasons to Believe – Activities, technologies, and capabilities (proof points) that prove the brand can deliver on the key benefit 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 11
    13. 13. Option 1 Option 2 Option 3 Target Frame of Reference Point of Difference (Key Benefit) Reason to Believe #1 Reason to Believe #2 Note: May require additional Reasons to Believe Positioning Development Matrix 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 12
    14. 14. Target Customers Core Aspirational Frame of Reference Product Category: Competitors: Points of Difference Reasons to Believe 1. 2. 3. 4. Positioning Option Description Option 1 1. 2. 3. 4. 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 13
    15. 15. Evaluation Criteria Option 1 # Option 2 # Option 3 # Consumer Resonance Strategic Fit Differentiation Credibility Avg. Score Positioning Option Evaluation 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 14
    16. 16. Internal Alignment Matrix What How 1. Clarity & Comprehension Launch Refresh & Renew 2. Employee Engagement & Identification Inspiration Customer Policies & Procedures Delivery Tools 3. Company Culture Leadership & Values Rewards & Recognition Employee Recruiting, Hiring & Evaluation 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 15
    17. 17. BEFORE AFTER DURING Need Recognition Search Shopping Evaluation Moment of Purchase Usage Customer Service Brand Activation Touch Point Map 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 16
    18. 18. Carol Phillips and Judy Hopelain About Us Carol Phillips and Judy Hopelain are partners at Brand Amplitude, LLC, an insights and strategy consulting firm focused on building stronger brands and stronger businesses. Since our beginning, we have helped over one hundred client organizations in consumer products, healthcare, B2B, not-for-profit, and higher education better understand their customers and design effective brand and marketing strategies. In addition to her client work, Carol Phillips teaches an MBA-level course on Brand Strategy at the Mendoza College of Business at The University of Notre Dame. Judy Hopelain teaches a similar undergraduate course at the Haas School of Business at UC Berkeley. Learn more about brands and brand strategy and gain access other toolkits and How-To’s on our web site www.brandamplitude.com. We hope you find this Toolkit and Workbook useful. Strong brands make for strong businesses. We are pleased that an earlier version of The Brand Strategy Toolkit has been downloaded over 12,000 times and hope that it will help you define and strengthen your brand and your business. 2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission 17

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