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Power Brands     Overview
Definition of a Power Brand A power brand identifies a company, product or service and has high awareness and recall with ...
Advantages of Power Brands •  Improved perceptions of        •  Larger margins    product performance            •  More i...
Power Brands
Power Brands
Power Brands  •  Assessing BRAND POWER                       BRAND DEPTH    BRAND LENGTH          POWER   BRAND BREADTH   ...
Power Brands    •  Assessing BRAND POWER                      The influence or dominance                      that a brand...
Power Brands  •  Assessing BRAND POWER                      The stretch or extension that                      the brand h...
Power Brands     •  Assessing BRAND POWER                     The breadth of franchise that                     the brand ...
Power Brands     •  Assessing BRAND POWER                       BRAND DEPTH                     The degree of commitment t...
Power Brands  •  Assessing BRAND POWER                       BRAND DEPTH      BRAND LENGTH        POWER   BRAND BREADTH   ...
Brand Vision  To build successful brands while   your competitors turn their   brands into commodities start   with a five...
Brand Building •  Kevin Clancy Copernicus’s 5 Step Process                             Transform-                 Model-Ba...
Brand Vision MUST BE: So big, so bold and so audacious that  expressing it – never mind executing it – has  a transformati...
Brand Vision Checklist  ü  Inspirational & uplifting; it moves people  ü  Exciting; it gets the blood pumping  ü  Aspir...
Brand Vision •  Let’s review some published vision    statements •  Assign them a college grade from 0    to 100.  Kevin C...
Brand Vision A beverage company “We exist to create value for our shareholders   on a long-term basis by building a busine...
POWER BRANDS•  Allow Consumers to clearly identify and   specify products which genuinely offer   added value.•  Deep resp...
Brand Vision A beverage experience company    “To have bigger brand awareness then                 Coca-Cola.”            ...
Brand Vision A technology company “To eclipse IBM as the #1 technology   company in the world.”                           ...
Brand Vision A gasoline company “We will become the dominant brand in the   service station industry and beyond – with   t...
Top Brands 2010
Nine ways to manage your brand as  an asset1.  Formally link business and brand strategy2.  Create a unique and relevant B...
You are welcome to contact Nigel Bairstow at B2BWhiteboard your source of B2B Asia / Pacificmarketing advicehttp://www.lin...
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Power Brands

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Describes a definition and key attributes of a power brand in marketing.

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Power Brands

  1. 1. Power Brands Overview
  2. 2. Definition of a Power Brand A power brand identifies a company, product or service and has high awareness and recall with customers and is associated with a very successful global company’s.
  3. 3. Advantages of Power Brands •  Improved perceptions of •  Larger margins product performance •  More inelastic consumer •  Greater loyalty response •  Less vulnerability to •  Greater trade cooperation competitive marketing •  Increased marketing actions communications •  Less vulnerability to crises effectiveness •  Possible licensing opportunities
  4. 4. Power Brands
  5. 5. Power Brands
  6. 6. Power Brands •  Assessing BRAND POWER BRAND DEPTH BRAND LENGTH POWER BRAND BREADTH BRAND WEIGHT Source: Interbrand
  7. 7. Power Brands •  Assessing BRAND POWER The influence or dominance that a brand has over its category or market (more than just market share) BRAND WEIGHT Source: Interbrand
  8. 8. Power Brands •  Assessing BRAND POWER The stretch or extension that the brand has achieved in the past or is likely to achieve in BRAND LENGTH the future (especially outside its original category) Source: Interbrand
  9. 9. Power Brands •  Assessing BRAND POWER The breadth of franchise that the brand has achieved both in terms of age spread, consumer types and international appeal BRAND BREADTHSource: Interbrand
  10. 10. Power Brands •  Assessing BRAND POWER BRAND DEPTH The degree of commitment that the brand has achieved among its customer base and beyond. The proximity, the intimacy and the loyalty felt for the brand.Source: Interbrand
  11. 11. Power Brands •  Assessing BRAND POWER BRAND DEPTH BRAND LENGTH POWER BRAND BREADTH BRAND WEIGHT Source: Interbrand
  12. 12. Brand Vision To build successful brands while your competitors turn their brands into commodities start with a five-step process Kevin Clancy, Copernicus, Counter Intuitive
  13. 13. Brand Building •  Kevin Clancy Copernicus’s 5 Step Process Transform- Model-Based Obsessive Inspirational Diagnostic ational Marketing Implement- Vision Metrics Strategy Planning ation Source: Kevin Clancy, Copernicus, Counter Intuitive
  14. 14. Brand Vision MUST BE: So big, so bold and so audacious that expressing it – never mind executing it – has a transformational effect. You start to become what you want to be. The dream and the reality fuse. Source: Kevin Clancy, Copernicus, Counter Intuitive i.e. YOU NEED A BIG HAIRY VISION
  15. 15. Brand Vision Checklist ü  Inspirational & uplifting; it moves people ü  Exciting; it gets the blood pumping ü  Aspirational; it is barely attainable ü  Readable; it is clearly communicated ü  Unique/special/different ü  Very specific, not general ü  Connotes superiority or domination ü  Bold and brash; it oozes with confidence ü  Causes people to want to invest in/work for the company or buy the company’s products ü  Transformational, revolutionary, not evolutionary
  16. 16. Brand Vision •  Let’s review some published vision statements •  Assign them a college grade from 0 to 100. Kevin Clancy, Copernicus, Counter Intuitive
  17. 17. Brand Vision A beverage company “We exist to create value for our shareholders on a long-term basis by building a business that enhances the company’s trademarks.” Grade = 63 Kevin Clancy, Copernicus, Counter Intuitive
  18. 18. POWER BRANDS•  Allow Consumers to clearly identify and specify products which genuinely offer added value.•  Deep respect for the way products fit into consumer’s lives = “core” of success•  Consumer Relationship = Loyalty•  Social Changes in their favor
  19. 19. Brand Vision A beverage experience company “To have bigger brand awareness then Coca-Cola.” Big Hairy Audacious Goal Source: David Sutton, Zyman Marketing
  20. 20. Brand Vision A technology company “To eclipse IBM as the #1 technology company in the world.” Grade = 91 Kevin Clancy, Copernicus, Counter Intuitive
  21. 21. Brand Vision A gasoline company “We will become the dominant brand in the service station industry and beyond – with the friendliest, fastest, cleanest stations everywhere – one of the most admired brands on the planet.” Grade = 96 Kevin Clancy, Copernicus, Counter Intuitive
  22. 22. Top Brands 2010
  23. 23. Nine ways to manage your brand as an asset1.  Formally link business and brand strategy2.  Create a unique and relevant Brand Identity3.  Create a clear and distinct Positioning4.  Extend your brand strategically5.  Build a strategic Brand Architecture6.  Evaluate and align touch points7.  Consistently deliver on your Brand Contract8.  Practice effective global brand management9.  Set the organization up for success
  24. 24. You are welcome to contact Nigel Bairstow at B2BWhiteboard your source of B2B Asia / Pacificmarketing advicehttp://www.linkedin.com/pub/nigel-bairstow/6/41b/726http://twitter.com/#!/b2bwhiteboardhttp://www.b2b.whiteboard.com

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