Build strongbrand 2


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Build strongbrand 2

  2. 2. What is a Brand ?
  3. 3. Definition  A source of relationship with consumer  A source of promise to the consumer  A singular idea or concept that you own inside the mind of the prospect.
  4. 4. Needs & wants Consumer Customer Needs Wants Being Needs Deficit Needs Esteem Needs Belonging Needs Safety Needs Physiological Needs Maslow Pyramid Being Needs Deficit Needs Self - actualisation Products
  5. 5.  Needs are converted to wants  Wants are expressed through products & services  A consumer needs a drink and wants a cup of  A consumer needs to communicate to others and wants a mobile phone  A strong brand satisfies a defined consumer need  A consumer wants a mobile phone but a Needs & wants
  6. 6.  Organisations exist for one purpose: - To meet human needs  Venerated organisations have managed to meet every human needs over a long period of time  All BCCA’s revenues and profits result from one thing: - Customers who are willing to pay money for products and services that meet their needs Needs & wants
  7. 7. Any brand management initiative, any marketing initiative, any business initiative must start with a solid understanding of the customer Defining the target customer  He has important needs and your brand meets his needs  Your brand has the potential to be preferred by him  There is something about your brand that he admires  He has the potential to provide BCCA with consequent revenues and profits over the long run.  BCCA can grow by : - building a long term relationship with, and - increasingly fulfilling the evolving needs of its target customers Understanding the customer
  8. 8. At a minimum, your organization should capture and understand the target customer following attributes : – Demographics – Lifestyle – Needs/desires – Fears/concerns – Product purchase behaviour – Product usage behaviour Understanding the customer
  9. 9. Market segmentation is necessary to meet the needs of different customer groups effectively. BCCA should have a good understanding of the following dimensions of each market segment : – Its overall size and its growth rate – Its price sensitivity – The benefits that are most and least important to it – How well it is served by existing products and brands – How it selects and purchases the product – How accessible it is – The distribution method it prefers – How it uses the product – Its product usage/replacement rate – Its longevity and projected evolution over time. Market segmentation
  10. 10. Market can be segmented in the following ways:  Product usage segmentation  Purchase behaviour segmentation  Brands loyal - convenience drivers - price drivers - surfers  Benefit segmentation  Price segmentation  Lifestyle segmentation  Cohort group segmentation  Psychographic segmentation  Etc… Market segmentation
  11. 11. What is a Brand ?  Branding is a matter of giving a soul to a product/service/institution throughout tangible & intangible values. Product Service Institution Tangible Values Intangible Values
  12. 12. What is a Brand ? Brand personality Brand identity Brand image Brand positioning Brand essence Brand design Brand Promise Product Service Institution
  13. 13. What is a Brand ? Brand equity Brand personality Brand identity Brand image Brand positioning Brand essence Brand design Brand Promise Product Service Institution
  14. 14. What is a Strong Brand ?
  15. 15. Definition  A brand is strong when consumers make their purchase decision based on a deep belief that this brand satisfies their needs better than any other brand or product.
  16. 16. Exercise  List 2 brands in your market which you consider to be strong brands and identify the elements that make it strong for the consumer point of view.
  17. 17. Recognisable elements of a strong brand  Consistent product  Consistent image  Consistent price  Consistent appearance
  18. 18. How to manage strong brands ? International Brands Regional Brands Local Brands STRATEGY Countries/region input Global marketing input Country/region decides Global marketing recommends Country/region recommends MD/Board decides MD decides EXECUTION Countries/region input Global marketing input Global marketing may input Global marketing recommends Country recommends Country/region decides execution Region decides guidelines Country/Region decides key activities(e.g.advertising) Global marketing shares successful models Global marketing decides major deviations from guidelines Global marketing shares successful models Global marketing shares successful models
  19. 19. How to create a Strong Brand ?
  20. 20. Ingredients  A long-term strategic vision  Clear understanding of the consumer  A clear and defined brand positioning with a competitive advantage  Consistent marketing mix across market and over time  A sustainable and ownable brand identity  Compliance with brand marketing laws.  Build up brand health indicators in respect of strategic trends.
  21. 21. Brand quality share  For strong brands, all key brand indicators are higher than the brand market share : - Share of cohort segment - Share of voice - Share of channel margin - Share of strategic segment
  22. 22. Brand quality share Market Share 1. Raw product profile Market Share 2. Dynamic profile
  23. 23. Brand essence  It’s the heart and the soul of a brand, a brand’s fundamental nature or quality. Usually stated in 2 or 3 words , brand essence is the one constant across product categories and throughout the world.  Some examples : - NIKE Genuine athletic performance - DISNEY Fun family entertainment
  24. 24. Brand essence Brand muscle 1 Brand muscle 2 Brand muscle 3 Brand muscle 4 Brand Essence Each muscle illustrates one of the key brand attributes and could be subdivided in “sub muscles”.
  25. 25. Exercise  Based on materials provided, create and illustrate a brand essence with its 4 muscles.
  26. 26. Brand promise  To be successfully positioned in the market place, a brand must promise differentiated benefits that are relevant to its target audience.  The benefits can be : - Functional (physical) - Emotional  A brand promise is often stated as : – Only {brand name} delivers {benefit} in {product or service category}  For corporate brands, it is stated as : – {corporate brand name} is the {tested/quality/innovative} leader in {benefit} in the {product or service category}
  27. 27. Brand promise  A brand promise must : - Address important consumer needs - Leverage your organization’s strengths - Promote a competitive advantage through differentiation - Inspire, energize, mobilize people - Drive every organizational decision, system, action and process - Manifest itself in the company, product and services  A brand promise must be : - Understandable - Believable - Unique/differentiating - Compelling - Admirable or endearing
  28. 28. Brand promise Brand promise
  29. 29. Brand promise
  30. 30. Brand positioning  It is a function of the brand’s promise and how the brand compares with other choices with regard to :  It is the way the brand is perceived in the mind consumers vs competition. QUALITY VALUE PERCEIVED LEADERSHIPINNOVATION PRESTIGE TRUST SAFETY RELIABILITY CONVENIENCE CONCERN TO CONSUMERSOCIAL RESPONSIBILITY TECHNOLOGICAL SUPERIORITY
  31. 31. Exercise  Brand positioning workshop
  33. 33. Strong positive brand associations  This refers to anything a consumer associates with the brand in his mind  These associations could be : - Organizational - Product related - Symbolic - Or personified. If there is a strong connection with this association  This refers to a combination of : - Essence - Promise - Personality - And positioning
  34. 34. Strong positive brand associations  Names, logotypes, symbols and other graphic devices, distinctive shapes, typography, theme lines or slogans, copy lines or base lines, etc… that are uniquely associated with a brand, are all components of a brand identity. Compelling Brand Architecture  It’s the brand family tree. Ideally, the brand architecture is simple with no more than 2 levels : - Master brand - Brand/sub-brand - Enclosed brand - Stand-alone brand
  35. 35. How to manage a Strong Brand ?
  36. 36. The brand management process
  37. 37. The power of focus The power of brands lies in focus in today’s business environment. The robust brands will be those that : - Focus on one customer group - Become intimate with that group - Strive to meet more and more the needs of that group - Co-create products and services with the group - Epitomize what that group stand for.
  38. 38. Brand positioning  What is the target market ?  What is the segment ?  What is the point of difference ? Three mains areas for differentiations : - PRODUCT - PACKAGING - IMAGE
  39. 39. Copy strategy  The 6 components of a copy strategy : 1. Key consumer benefits  Physical  Emotional 2. Reason why  Physical  Emotional 3. Brand character/personality 4. Brand world 5. Desire consumer response 6. Proposed selling ideas
  40. 40. Ingredients  A long-term strategic vision  Clear understanding of the consumer  A clear and defined brand positioning with a competitive advantage  Consistent marketing mix across market and over time  A sustainable and ownable brand identity  Compliance with brand marketing laws.  Build up brand health indicators in respect of strategic trends.
  41. 41. A consistent marketing mix All elements of the marketing mix must be :  Consistent with the brand positioning  Consistent with each other  Consistent over time  Consistent geographically  Integrated to reinforce themselves in order to build a strong brand. Brand positioning Product Price Distribution Communication Perceived Brand Positioning The Company Marketing mix The Consumer
  42. 42. International brands vs local brands
  43. 43. Tangible values  Quality  Innovation  Price
  44. 44. Intangible values  Subjective quality - Taste - Flavour - Colour - Sound  Narrative quality - Story - Geography - People - And… Saga  Association - Economic association - Social association - Cultural association
  45. 45. Building a Strong Brand From Brand Awareness to Brand Insistence
  46. 46. Integrated communication process ATL BTL TV Promotion Radio Loyalty program Press Merchandising Sponsoring Out-door Other media Retail media Brand Identity Brand Design PUSHPULL ConsistencyConsistency
  47. 47. Drive brand insistence Loyal consumers Occasional consumers Non consumers +++ + - - Achieve must- stock status Reinforce convenience Promote convenience distribution Destination/ loyalty program Yield management Migrations Yield management Promote recruitment rice Yield management Reinforce product affinity Increase usability Low product entries Barriers Emotional connection Accessibility Value Awareness Relevance Building share of market Buildingshareofmind
  48. 48. Drive brand insistence
  49. 49. Brand Equity building process Brand Affinity - Share of mind - Share of heart Brand distribution - Must-stock status - Distribution share Positioning/Pricing Value share Awareness Share of voice Brand Awareness Brand Relevance Brand Value Differentiation Brand Accessibility Brand functional connection
  50. 50. Brand promise
  51. 51. Brand promise
  52. 52. Brand promise
  53. 53. Brand promise
  54. 54. Brand promise
  55. 55. Brand promise