Branding 2.0

1. Branding 2.0

6. 1 Brand Personality Statement: Artilicht*
MARCA
=
PERSONA
Comptetencia:
Sinceridad: Sofisticación:
“Excitement”: “Ruggetness”:

7. KnowKnow
 … …
Developing Brand Strategy
Brand Positioning
BelieveBelieve
 … …
DoDo
 … …
FeelFeel
 … …

8. 2 Brand Personality Statement: Artilicht*
Edad: Sexo: Raza: ?
Brand Name
Rasgos de NSE: Personalidad:
Defectos: Atributos / Cualidades:
Forma que se relaciona:

9. AttributesAttributes
 …
 …
 …
 …
 …
 …
Developing Brand Strategy
Brand Positioning
ConsequencesConsequences
 …
 …
 …
 …
 …
 …
Emotional / BenefitsEmotional / Benefits
 …
 …
 …
 …
 …
 …
Brand value EquationBrand value Equation
Funtional benefit
…
Funtional benefit
…
Emotional benefit
…
Emotional benefit
…
Perceived value for money
…
Perceived value for money
…

10. PositioningPositioning
 … …
Objective differentiation criteriaObjective differentiation criteria
vs. competitionvs. competition
 … …
Unique selling propositionUnique selling proposition
 … …
Key communication messagesKey communication messages
 … …
Developing Brand Strategy
Product Positioning

11. Marketing Objectives / BusinessMarketing Objectives / Business
GainGain
 … …
Developing Brand Strategy
Brand Positioning
Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)
 K
 …
 B
 …
 D
 …
 F
 …
 K
 …
 B
 …
 D
 …
 F
 …
Marketing Mix ActivitiesMarketing Mix Activities
Increase Know & Believe
…
…
…
Increase Do & Feel
…
…
…
Increase Know & Believe
…
…
…
Increase Do & Feel
…
…
…
Customergroup:____________
Marketing Objectives / BusinessMarketing Objectives / Business
GainGain
 … …
Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)
 K
 …
 B
 …
 D
 …
 F
 …
 K
 …
 B
 …
 D
 …
 F
 …
Marketing Mix ActivitiesMarketing Mix Activities
Increase Know & Believe
…
…
…
Increase Do & Feel
…
…
…
Increase Know & Believe
…
…
…
Increase Do & Feel
…
…
…
Customergroup:____________