Brand strategy


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Brand strategy

  1. 1. Brand Strategyvisit: 1
  2. 2. You can download this presentation at: Visit for more presentations on Marketing, Strategy, Innovation, and Brandingvisit: 2
  3. 3. Brand Strategy Developing Brand Vision Establishing Brand Position Fulfilling Brand Contract Communicating Brand Position Measuring RoBIvisit: 3
  4. 4. Brand Vision A clear articulation of the strategic, financial, and brand goals that management has created for the brand A first step to strategic screens as to where the brand can and cannot govisit: 4
  5. 5. Brand Vision Provides a vision that forces management to articulate what they want the brand to "do" for the organization over the next five years, relative to brand value, revenue, and profit contributionsvisit: 5
  6. 6. A brands positioning is the place in consumers minds that you want your brand to own—the benefit you want them to think of when they think of your brand.visit: 6
  7. 7. A strong brand position means the brand has a unique, credible, sustainable, and valued place in customers minds. Good positioning gives you the direction required to focus the organization and focus your strategic efforts.visit: 7
  8. 8. A good positioning is a single idea to be communicated to your customers. It revolves around a benefit that helps your product or service stand apart from the competition.visit: 8
  9. 9. Disney Family Fun Entertainment Wal – Mart Low Prices and Good Values Fedex Guaranteed Overnight Delivery McDonalds Food and Fun Apple Innovation Google Simplicity Toyota Reliabilityvisit: 9
  10. 10. A well-crafted brand positioning has three primary components: • A definition of the target market you wish to pursue • A definition of the business your company is in or the industry or category it competes in • A statement of your point of difference and key benefitsvisit: 10
  11. 11. The Five Principles of Effective Positioning Fit : Seek to leverage strengths of existing brand position Value : Focus on the perceived benefits that customers value, as determined by the customer model Uniqueness : Go where the competitors are not.visit: 11
  12. 12. The Five Principles of Effective Positioning Sustainability : Maximize the length of time this positioning can be owned within the competitive set Credibility : Get a credible fit between who you are and the supplier predicated by the customer model.visit: 12
  13. 13. A Brand Contract is a list of all promises the brand makes to customers. Such a contract is executed internally, but it is defined and validated externally by the marketplace.visit: 13
  14. 14. Brand Contracts can and should change over time. New promises can be added, other promises can be updated, and irrelevant promises can be deleted.visit: 14
  15. 15. A Brand Contract is a critical piece of the brand position because it helps to further define marketplace perceptions and expectations and forces managers to be honest with themselves.visit: 15
  16. 16. In addition to positive promises to customers, a Brand Contract can contain negative promises or attributes. It is important to build on the strong brand promises and mitigate the negative ones.visit: 16
  17. 17. Starbucks Implicit Brand Contract • Provide the highest quality coffee available on the market today • Offer customers a wide variety of coffee options as well as com­ plementary food and beverage items • Have an atmosphere that is warm, friendly, homelike, and appropriate for having a conversation with a good friend or reading a book • Recognize that visiting Starbucks is as much about the experience of drinking coffee as it is about the coffee itselfvisit: 17
  18. 18. Successful Brand-Based Communications • Use all communication strategies to help achieve your corporate strategy and brand vision. • Let your brand positioning largely determine the right communications strategy to execute. • Use an integrated marketing communications strategy to get maximum return from all dollar investments.visit: 18
  19. 19. Some Metrics to Measure Return on Brand Investment: • Brand name knowledge, awareness, recognition, recall: measures strength of the recall brand as reflected by customers ability to identify the brand under varying conditions • Contract fulfillment: measures the degree to fulfillment which your brand is upholding its Brand Contractvisit: 19
  20. 20. Some Metrics to Measure Return on Brand Investment: • Acquired customers: counts customers customers claiming they have come to your company based on the strength of the brand • Customer loyalty: measures the degree to loyalty which customers continue to purchase your brand and how long that loyalty has lastedvisit: 20
  21. 21. Some Metrics to Measure Return on Brand Investment: • Financial value: reports the financial value of value your brand in the marketplace • Price premium: finds the percentage of price premium premium your brand is able to command over private-label brands, as well as key competitor brandsvisit: 21
  22. 22. Source of Reference: Scott M. Davis, Brand Asset Management, Jossey Bass.visit: 22