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Build a Brand From scratch

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Step-by-step guidance on how to build and maintain a powerful brand

Published in: Business
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Build a Brand From scratch

  1. 1. Create a Brand
  2. 2. Build a Brand…From SCRATCH
  3. 3. A Brand DESIGN BRIEF
  4. 4. Now YOU Try It
  5. 5. A Brand’s CORE IDENTITY…
  6. 6. Leadership Brand ● Joe Plummer led DMB&B customer survey about brand leaders in 23 categories. ● Perceived to be leaders because of trust and the perceived quality they deliver. ● NOT the highest market share in a product category (though many had that.)
  7. 7. Leadership Brand ● Different brand categories identified: Power brands: own a central category benefit (Crest, healthy teeth) Identity brands: help you express who you are (Levi’s, Urban hip) Explorer brands: Where do you want to go today? Microsoft Icon brands: Disney childhood magic
  8. 8. Brand IDENTITY ELABORATION
  9. 9. ● A company must be willing to support the brand’s identity with resources/funding. ● Brand identity must be consistent with company culture/reputation. ● A promise to customers and a commitment made by the organization. ● Building the brand must be an organizational strategic imperative. ● PROOF POINTS: programs, initiatives, assets already in place that support the brand’s core identity and help communicate what it means. Building a Core Brand Identity
  10. 10. Customer concern PROOF POINTS: ● Reputation for excellent customer service. ● Well-known return policy. ● Employee compensation program that rewards excellent customer care. ● A culture and policy that rewards employee creative solutions to customer issues. Nordstrom Core Brand Identity
  11. 11. Brand ROLE MODELS
  12. 12. INTERNAL EXTERNAL Programs, stories, events, employees that perfectly represent the brand identity. Other well-respected brands from diverse industries. Famous leaders, politicians, celebrities, teachers, veterans. Brand Role Models
  13. 13. Brand POSITIONING
  14. 14. …is at the heart of the marketing strategy. It is the “act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.” Brand Positioning
  15. 15. The 4D positioning rule: Desirable by customers, distinctive from the competition, deliverable by the company, and durable over time. A good brand position will incorporate all 4 elements. The 4D Brand Rule http://brand.blogs.com/mantra/2007/04/succinct_positi.html
  16. 16. What’s A Target Market
  17. 17. ● A market is the set of all actual and potential buyers who have sufficient interest in, income for, and access to your products/services. ● Market segmentation divides your market into distinct groups of homogenous consumers who all have similar needs and consumer behavior, and thus require similar marketing mixes. ● Segmentation bases for B2C & B2B markets: ● Behavioral ● Demographic ● Psychographic ● Geographic ● Technographic Target Markets
  18. 18. Behavioral Segmentation
  19. 19. Psychographic Segmentation
  20. 20. ● Activities of the target segment ● Interests… ● Opinions… ● Attitudes… ● Values… Psychographic Segmentation
  21. 21. ● Segmentation bases for B2C & B2B markets: ● Nature of good ● Buying condition ● Demographic ● Descriptive or consumer-based are related to what kind of person or organization the customer is. ● Behavioral or product-oriented are related to how the customer thinks of or uses the brand, product, or service. Behavioral segmentation bases are often most valuable in understanding branding issues, because they have clearer strategic implications. Target Markets
  22. 22. ● Conversion model of segmentation measures the strength of the psychological commitment between brands and consumers, and consumers’ openness to change. ● The model segments users into 4 groups based on strength of their commitment to brands: ● Convertible: On threshold of change; highly likely to switch brands. ● Shallow: Not ready to switch but may be considering alternatives. ● Average: Comfortable with their choice; unlikely to switch. ● Entrenched: Staunchly loyal; unlikely to change in the foreseeable future. Conversion Model
  23. 23. ● The model also classifies non-users of brands into four (4) other groups based on their willingness to try the brand (LOW to HIGH): ● Strongly Unavailable: Strongly prefer their current brand. ● Weakly Unavailable: Prefer their current brand, but not strongly. ● Ambivalent: As attracted to the “other” brand as to their own brand. ● Available: Prefer the “other” brand but have not yet switched. Conversion Model
  24. 24. I Coulda Had a V-8!
  25. 25. ● Identifiability: Can we easily identify the segment? ● Size: Is there adequate sales potential in the segment? ● Accessibility: Are specialized distribution outlets and communications media available to reach the segment? ● Responsiveness: How favorably will the segment respond to a tailored marketing program? Criteria Guiding Segmentation
  26. 26. ● By choosing a target segment, you select your competition. ● Competition also exists in channels of distribution. ● Competitive analysis is critical on such metrics as resources, capabilities, and the likely intentions of your competitors. Nature of Competition
  27. 27. ● Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. ● Similar to USP. ● Consumer brand choices often depend on the perceived uniqueness of brand associations. ● May rely on performance attributes ●Think about CARS!!! Points of Difference
  28. 28. ● Relevance: every customer has to find the point of difference (POD) to be personally relevant and important. ● Distinctiveness: The target consumer must find the POD distinctive and superior. ● Believability: A brand must offer a compelling and credible reason for choosing it over the other options. Desirability Criteria
  29. 29. What “FRESH NEW KICKS” Fit YOUR Desirability Criteria?
  30. 30. Why Did You Choose… EXERCISE
  31. 31. ● Feasibility: Can the firm actually create the POD? ● Communicability: Can you create the brand association with the customer based on the consumers’ perceptions of the brand? ● Sustainability: Is your brand’s positioning preemptive, defensible, and difficult to attack? Deliverability Criteria
  32. 32. ● NOT necessarily unique to the brand but may in fact be shared with other brands. ● TWO types: ● Category: Represent necessary but not necessarily sufficient conditions for brand choice They exist at the generic level and are expected. ● Competitive: Those associations designed to negate competitors points of difference. If a brand can “break even” in those areas where its competitors are trying to find an advantage and achieve advantages elsewhere, the brand should be able to perform well. Points of Parity
  33. 33. ? ? ? ? ?
  34. 34. ● To achieve a point of parity, a brand requires a sufficient number of consumers who believe that the product is good enough on that dimension. ● The Consumer zone / range of tolerance or acceptance with POPs. ● Points of parity are EASIER to achieve than points of difference. Points of Parity vs. Difference
  35. 35. ● The first step is to determine your product/service category membership. ● Which products or sets of products does the brand compete with? ● You MUST convey a brand’s category membership in three (3) ways: ● Communicate category benefits. ● Compare to exemplars (products that exemplify the category.) ● Rely on the product descriptor. Competitive Frame of Reference
  36. 36. ● Separate the attributes: Launch two or more different marketing campaigns, each dedicated to promoting a different brand attribute/benefit. ● Leverage equity of another entity: Borrow or leverage the equity of well liked/well known celebrities to lend credibility to negatively correlated benefits. A brand can link itself to a person, another brand, or an event. ● Redefine the relationship: Convince consumers that the relationship between attributes and benefits are positive. Overcoming Negative POP & POD
  37. 37. Core Brand Associations
  38. 38. General Electric
  39. 39. Time Warner
  40. 40. ● All of the associations (attributes and benefits) that characterize the 5-10 most important attributes or dimensions of a brand. ● Can serve as the basis of brand positioning in terms of creating POP & POD. ● Ask consumers to create detailed mental map of the brand ● Ex. “When you think of this brand what comes to mind?” Core Brand Associations
  41. 41. Flavor Variety Potato Flavor Not greasy Salty Crunchy
  42. 42. Core Brand Associations
  43. 43. ● An articulation of the “heart and soul” of the brand. ● A 3-5 word phrase that captures the brand’s spirit / essence. Brand Mantra
  44. 44. Strong Brand Mantras
  45. 45. Authentic Athletic Performance ???
  46. 46. Fun Family Entertainment ???
  47. 47. Caring Shared ???
  48. 48. It’s a Journey, Not a Destination ???
  49. 49. Rewarding Everyday Moments ???
  50. 50. Think... FOOTWEAR
  51. 51. ● Brand audit: A comprehensive examination of the brand, to discover its sources of brand equity. ● Marketing audit: comprehensive, systematic, independent periodic examination of an organization’s marketing environment, objectives, strategies, and activities. ● Brand inventory: current comprehensive view of how all the products and services sold by a company are marketed & branded. ● Brand exploratory: Research conducted to understand what consumers think and feel about the brand and its corresponding product category. Key Terms
  52. 52. RESOURCES

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