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Brand Strategy Development

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Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.

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Brand Strategy Development

  1. 1. PLAN VAN AANPAK DOES YOUR BRAND STAND OUT SUSTAINABLY? Brand Strategy Development
  2. 2. White Paper Kroese Brand Strategy Development
  3. 3. Strong brands are a main driver of distinction BRANDING & MARKET COMMUNICATION do they know us? COMPETITIVE EDGE (KROESE DISTINCTION INDEX ®) recognition DISTINCTION DRIVERS innovation sales brand image do they prefer us? do they buy from us? is our portfolio developing well? BEHAVIOUR do we feel involved? internal leadership creativity cooperation are we an effective team? do we have enough successful ideas are we making progress?
  4. 4. Be distinct or become extinct. <ul><li>Strong brands are authentic brands. </li></ul><ul><li>The brand identity is defined by the organisation and its culture. </li></ul><ul><li>Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way. </li></ul>
  5. 5. Be distinct or become extinct. <ul><li>Strong brands are sustainable brands. </li></ul><ul><li>‘ Brands that have a strong and clear identity are better capable of creating meaningful and lasting relationships.’ - Jean-Noël Kapferer </li></ul>
  6. 6. Kroese Brand Strategy Development <ul><li>Features </li></ul><ul><li>A way to develop a brand strategy which fits the brand’s identity. </li></ul><ul><li>The way of working is based on a structured approach, which encompasses both analytical steps and psychological insights (archetypes). </li></ul><ul><li>The method involves all relevant people within the organisation as to create a common understanding and commitment. </li></ul><ul><li>The method can be applied either extensively or as a ‘quick scan’. </li></ul><ul><li>Benefits </li></ul><ul><li>A brand strategy which is authentic and consistent with the true meaning of the brand. Therefore distinctive and sustainable. </li></ul>
  7. 7. Developing a positioning strategy 1. Brand identity Defines the essence of your brand (its meaning). 2. Brand type Based on archetypes. 4. Brand strategy & proposition Fitting it into the big strategic picture. 3. Level of positioning Defines the level at which you want to stand out.
  8. 8. 1. Brand identity <ul><li>the identity of a brand bears a strong relationship with the organisation and culture that bring it forth; </li></ul><ul><li>the organisational identity defines the meaning of a brand; </li></ul><ul><li>the brand identity is the basis for authentic communication and compelling marketing activities. </li></ul>Means (internal) Fundament for content Central commitment Means (external) Visual style Image/tone-of-voice PERSONALITY CULTURE MISSION CHARACTER-ISTICS RELATIONSHIP IDEAL CUSTOMER
  9. 9. 2. Brand type <ul><li>each brand identity belongs to a brand type, which is based on Jung’s archetypes; </li></ul><ul><li>an archetype is an image which is universal and recognizable for everyone; </li></ul><ul><li>using archetypes simplifies communication, making it easier to bring your message and experience across. </li></ul>Ruler Outlaw Jester Lover Caregiver Ally Innocent Freedom Social Order Ego
  10. 10. Example: brand type of cars Ruler Outlaw Jester Lover Caregiver Ally Innocent Freedom Social Order Ego
  11. 11. 3. Level of positioning <ul><li>There are five positioning levels (from material – immaterial) </li></ul><ul><li>The chosen level depends on the chosen USP’s and the way a brand wants to distinguish itself. </li></ul>Values Brand differentiates through universal values or attitude Role Brand differentiates by claiming an own role in he world Experience Brand differentiates by creating an own world of experiences Benefit Brand differentiates through user benefits Attribute Brand differentiates through attributes or intrinsic qualities
  12. 12. Example: positioning strategies caregiver caregiver sage Values Brand differentiates through universal values or attitude Role Brand differentiates by claiming an own role in he world Experience Brand differentiates by creating an own world of experiences Benefit Brand differentiates through user benefits Attribute Brand differentiates through attributes or intrinsic qualities
  13. 13. 4. Brand strategy & the big picture Branding Culture Creativity/ideas/direction Behaviour Positioning Branding & proposition Where do I want to go? How do I come into my own? Where do I want to be? How do I want to be perceived? Who am I? Where am I? How am I being seen? Analysis/knowledge Identity Positioning Image Strategy Goals & Realisation Rules of the game
  14. 14. More info… <ul><li>www.kroese-bb.com </li></ul><ul><li>Kroese brands & behaviour bv </li></ul><ul><li>Handelsweg 59 e </li></ul><ul><li>1181 ZA AMSTELVEEN </li></ul><ul><li>THE NETHERLANDS </li></ul><ul><li>[email_address] </li></ul>

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