Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brand audit


Published on

Published in: Business, Technology

Brand audit

  1. 1. Brand AuditEstablishing Brand Mantras 3.1
  2. 2. Brand Positioning Guidelines Two key issues in arriving at the optimal competitive brand positioning are:  Defining and communicating the competitive frame of reference  Choosing and establishing points-of-parity and points-of-difference 3.2
  3. 3. Defining and Communicating the Competitive Frame of Reference Determine category membership. State its point of difference in relationship to other category members. 3.3
  4. 4. Choosing POP’s & POD’s Desirability criteria (consumer perspective)  Personally relevant  Distinctive and superior  Believable and credible Deliverability criteria (firm perspective)  Feasible  Profitable  Pre-emptive, defensible, and difficult to attack 3.4
  5. 5. Competitor filmsWhat is the differentiation in each brand? 3.5
  6. 6. Core Brand Values Set of abstract concepts or phrases that characterize the five to ten most important dimensions of the mental map of a brand Relate to points-of-parity and points-of- differenceMental map  Core brand values  Brand mantra 3.6
  7. 7. Brand Mantras An articulation of the “heart and soul” of the brand Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values 3.7
  8. 8. Designing the Brand Mantra The term brand functions describes the nature of the product or service or the type of experiences or benefits the brand provides. The descriptive modifier further clarifies its nature. The emotional modifier provides another qualifier—how exactly does the brand provide benefits, and in what way? 3.8
  9. 9. Designing the Brand Mantra Emotional Descriptive Brand Modifier Modifier Functions Authentic Athletic PerformanceNike Fun Family EntertainmentDisney Fun Folks Food 3.9
  10. 10. Internal Branding Members of the organization are properly aligned with the brand and what it represents. Crucial for service companies 3.10
  11. 11. Brand Audit Externally, consumer-focused assessment A comprehensive examination to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage that equity 3.11
  12. 12. Brand AuditIt includes: brand vision mission Promise values position personality performance 3.12
  13. 13. Importance of Brand Audits Understand sources of brand equity  Firm perspective  Consumer perspective Set strategic direction for the brand Recommend marketing programs to maximize long-term brand equity 3.13
  14. 14. Brand Audit Steps Brand inventory (supply side) Brand exploratory (demand side) 3.14
  15. 15. Brand Audit StepsBrand Inventory Brand Exploratory  Brand elements  Awareness  Supporting  Favorability marketing  Uniqueness of programs associations  Profile of  Customer based competitive brands equity model  POPs and PODs  Brand mantra 3.15
  16. 16. Brand AuditBrand Inventory Brand Exploratory Suggests the bases for  Uncovers knowledge positioning the brand structures for the core Offers insights to how brand equity may be better brand as well as its managed competitors Assesses consistency in message among activities, brand extensions, and sub-brands in order to avoid redundancies, overlaps, and consumer confusion 3.16
  17. 17. Suggested Brand Audit Outline Brand audit objectives, scope, and approach Background about the brand (self-analysis) Background about the industries Consumer analysis (trends, motivation, perceptions, needs, segmentation, behavior) Brand inventory  Elements, current marketing programs, POPs, PODs  Branding strategies (extensions, sub-brands, etc.)  Brand portfolio analysis  Competitors’ brand inventory  Strengths and weaknesses 3.17
  18. 18. Brand Audit Outline (Cont.) Brand exploratory  Brand associations  Brand positioning analysis  Consumer perceptions analysis (vs. competition) Summary of competitor analysis SWOT analysis Brand equity evaluation Strategic brand management recommendations 3.18
  19. 19. Guidelines for Building Brand Equity Mix and match brand elements Create a rich brand image and high perceived quality Adopt value-based pricing strategy Consider a range of distribution options Mix marketing communication options Leverage secondary associations 15.19
  20. 20. Guidelines for Measuring Brand Equity Formalize the firm’s view of brand equity Conduct brand inventories Conduct consumer tracking studies Assemble results of outcome measures Establish a department to oversee the implementation 15.20
  21. 21. Guidelines for Managing Brand Equity Define brand hierarchy Create global associations Introduce brand extensions Clearly establish the roles of brands in the portfolio Reinforce brand equity over time Enhance brand equity over time Identify differences in consumer behavior in different market segments 15.21
  22. 22. Characteristics of Strong Brands Managers Understand brand meaning and market appropriate products in an appropriate manner Properly position the brand Provide superior delivery of desired benefits Employ a full range of complementary brand elements and supporting marketing activities Embrace integrated marketing communications and communicate with a consistent voice Measure consumer perceptions of value and develop a pricing strategy accordingly Establish credibility and appropriate brand personality and imagery Maintain innovation and relevance for the brand Strategically design and implement a brand hierarchy and brand portfolio Implement a brand equity management system to ensure that marketing actions properly reflect the brand equity concept 15.22
  23. 23. Seven Deadly Sins of Brand Management 1. Failure to understand the full meaning of the brand 2. Failure to live up to the brand promise 3. Failure to adequately support the brand 4. Failure to be patient with the brand 5. Failure to adequately control the brand 6. Failure to properly balance consistency and change with the brand 7. Failure to understand complexity of brand equity measurement and management 15.23
  24. 24. Industrial and B2B Branding Adopt a corporate or family branding strategy Link non-product-related imagery associations Employ full range of marketing communication options Leverage equity of other companies that are customers Segment markets carefully and develop tailored branding and marketing programs 15.24
  25. 25. Guidelines for High-Tech Branding Establish brand awareness and rich brand image Create corporate credibility associations Leverage secondary associations of quality Avoid overbranding products Selectively introduce new products as new brands and clearly identify the nature of brand extensions 15.25
  26. 26. Guidelines for Service Branding Maximize service quality Employ a full range of brand elements to enhance brand recall Create and communicate strong organizational associations Design corporate communication programs that augment consumers’ service encounters and experiences Establish a brand hierarchy using distinct family or individual brands as well as meaningful ingredient brands 15.26
  27. 27. Guidelines for Branding Retailers Create a brand hierarchy consisting of the store as a whole as well as individual departments Enhance the manufacturer’s brand equity by communicating PODs Establish brand equity at all levels of the brand hierarchy Create multichannel shopping experience Avoid overbranding 15.27
  28. 28. Guidelines for Small Business Branding Emphasize building one or two strong brands Focus the marketing program on one or two key associations Employ a well-integrated set of brand elements that enhances both brand awareness and image Design creative brand-building push campaigns Leverage as many secondary associations as possible 15.28
  29. 29. Guidelines for Online Branding Don’t forget the brand building basics Create strong brand identity Generate strong consumer pull Selectively choose brand partnerships Maximize relationship marketing 15.29
  30. 30. Future Brand Priorities How will branding change in the coming years? What are the biggest branding challenges? What will make a successful “twenty-first-century brand”? 15.30
  31. 31. Measuring Brand Equity Marketers of successful twenty-first-century brands will create formalized measurement approaches and processes that ensure they continually monitor their sources of brand equity and those of competitors. 15.31
  32. 32. Managing Brand Equity It will be essential in building strong twenty-first- century brands to align internal and external brand management.  Internal brand management ensures that employees and marketing partners appreciate and understand basic branding notions and how they can affect the equity of brands.  External brand management requires understanding the needs, wants, and desires of consumers and creating brand marketing programs that fulfill and even surpass consumer expectations. Companies must also align bottom-up and top-down marketing management . 15.32