Brand strategy - process and architecture
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Brand strategy - process and architecture

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Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate ...

Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.

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    Brand strategy - process and architecture Brand strategy - process and architecture Presentation Transcript

    • Brand Strategy and Architecture Project Ascent March 09 © 2009 Blueprint Advisory Pty Ltd
    • The brand process
    • Brand strategy vision + action + expression + experience
    • Next steps in a single view
    • The process
    • Picture the future through stakeholder eyes
    • Attribute mapping
    • Attributes – what do you wish to be known for? • Identify and list the things that will make you distinct • Rank attributes according importance • Map attributes into: – Relationships – Personality – Heritage – Philosophy – Functions
    • Brand names
    • Types of names • Founder – Ralph Lauren, Salmat, • Descriptive – Toys ”R” Us, Video Ezy, E*Trade • Fabricated – Kodak, Xerox, Optus, Microsoft, Accenture • Metaphor – Nike, Greyhound • Acronym – IBM, GE, UCMS, NAB • Abstract – Orange, Apple, 3 • Combination
    • Qualities of an effective name • Meaningful • Distinctive • Future oriented • Modular/stretch • Protectable • Positive • Visual
    • Criteria for a brand name
    • New name – factors to consider • Coming up with a name – How – Fit with criteria – Intrinsic value – relevant, credible – Supports the strategy and vision – Represents your values • Naming checks: linguistic, cultural, legal, trademark • Domain name check: is one available?
    • Brand architecture
    • BMW - monolithic
    • British Airways – monolithic with extension
    • Endorsed logos: Product, Corporate, Service and Event
    • Proctor & Gamble - branded
    • Telstra - hybrid