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04. brand visioning


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  • 1. THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
  • 2. Factors enhancing brand visioningUnderstanding a Brands Vision A dream of a brand A brand vision provides a sense of direction Brand visioning is all about considering how a brand could benefit its stake holders over along time horizon Characteristic of a successful brand is having a strong leader with a clear vision • Bill Gates – Microsoft • Virgin – Richard Branson • MAS – Dian Gomez AOT - 2
  • 3. AOT - 3
  • 4. Brand vision is encapsulated with three main components1. Values – The accepted characteristics2. Desired future environment – How the world will be a better place as a consequence of the brand3. Brand purpose – The whole objective of the brand AOT - 4
  • 5. Envision future: Lets strive to havebigger national parks of outstandingbeauty and smaller parking places Purpose: by respecting each other and smiling more, roads and the world they connected will be more enjoyable Values: escapism, individualism, excitement and energy AOT - 5
  • 6. If a brand needs to be successful, it is important to have stretched brandvision for at least for the next 10years Coca Cola. Audi Car AOT - 6
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  • 10. Re-conceiving the product/ service through Radically improving value equation –HP printers to lazar jet Separating function and form Achieving joy in use –KFC using double décor busRe defining market space through Increasing accessibility – ex: 24 hrs banking via internet – HSBC Striving for individuality; Mass customization – Levis jeans, Toyota Re-Drawing the Industry boundaries through Driving convergence – 1. Automobile dealer offering leasing facility 2. Grocery stores offering financial services or credit facilities. Cargills loyalty/credit cards AOT - 10
  • 11. Brand purpose reflects on the whole reason for the brands existence. Johnsons & Johnson – To alleviate pain & disease Walt Disney – To make people happy Nike – To experience the emotion of competing, winning and crushing competitors. BBC – To educate, inform and entertain AOT - 11
  • 12. AOT - 12
  • 13. A Brand is considered as a collection of values. Any successful brand would have and should have a collective values. Caltex- 5 stars of Caltex represents five different values GSK – Innovation, ethical Land Rover – Individualism, authenticity, freedom Virgin – Quality, innovation, value for money, fun, sense of challenge.For effective branding there should be low number of values underpinning the brand. AOT - 13
  • 14. Values drive behavior – Internal perspective cluster of valuesresults in specific behavior . Ex – Red Cross, they have 3 corevalues – humanity, unity, independence.Value relate to particular trait – thus customers choosebrands that reflects the desired personality of the user. Ex –NikeIdentifying the core values, helps an organizations to clearlydifferentiate the brandEx- Nike Authenticity – being real in the eyes of athletes Inspirational – through emotional and passion for sport Courage – convection to stand by beliefs AOT - 14
  • 15. Core vs. Peripheral values Core value of a brand Values that the brand will always stick to at any given situation and this will remain as the central most important character. ( Ex: Land rover – individuality, authenticity and freedom) Peripheral values These are secondary values that are less important to the brand (Ex: color, shape, size which are based on changing competitor environment) AOT - 15
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  • 17. Listen to our customersRespect our customersLove our PeopleKeep It up! AOT - 17
  • 18. The brand, representing a cluster of values, is ideally placed symbiotically to give meaning to employees and customers, to give staff a common cause, to provide them a meaning to come to work, to motivate them, and to gain commitment.“apple is all about people who think out of the box” AOT - 18
  • 19. H By Champions standersIntellectual buy in Loose L Weak links cannons L H Emotional buy in AOT - 19
  • 20. Champions – Staff with high intellectual buy in and highemotional buy inLoose cannons – Staff who emotionally committed toachieve the goals of the organization, yet do not understandwhat the goals are.By standers – Knows what needs to be done yet they are lesscommitted to achieve these goalsWeak links – They neither has the emotional commitmentnor the understanding of the firms goal. They are seriousproblem for any organization. AOT - 20
  • 21. It provides a richer array of ideasIt makes staff more aware of the challenges andopportunities for the futureIt helps all employees better to understand theresulting visionIt encourages staff commitment if their ideas areseen to be taken seriouslyIt provides a stronger culture bond AOT - 21
  • 22. • Proper sense of direction • Sense of direction stems from the visionDirection • A vision is a dream • A dream helps the brand to answer the question of “what do we want to be” • Clear vision sets the guidelines for proper marketing audit, SMART objective Vision setting, appropriate strategy development and implementation . • A vision is a vague statement , but a mission is a well documented statement. • A good mission stems from a clear vision • A good mission statement is the starting point both for corporate andMission marketing and brand planning. AOT - 22
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  • 24. What are the components of BrandVision? Illustrated using examples ofyour Choice? AOT - 24
  • 25. Brand ValuesLand Rover- Freedom, authenticity, individualismBrand PurposeDisney – To make people happyDesired Future EnvironmentStriving for individualism – Levis, HSBC AOT - 25
  • 26. Thank youAOT - 26