The Role of Brand Strategy in Professional Services Marketingriechesbaird
An overview of the role of brand strategy in professional services marketing from RiechesBaird, a brand creation and development firm that specializes in building the value of B2B companies.
A project on Airtel's Brand Equity using Brand Asset Valuator and Zaltman Metahpor Elicittion Technique describing Airtel's position in the Indian Market with respect to its competitors within a sample size of 40 .
The Role of Brand Strategy in Professional Services Marketingriechesbaird
An overview of the role of brand strategy in professional services marketing from RiechesBaird, a brand creation and development firm that specializes in building the value of B2B companies.
A project on Airtel's Brand Equity using Brand Asset Valuator and Zaltman Metahpor Elicittion Technique describing Airtel's position in the Indian Market with respect to its competitors within a sample size of 40 .
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Core Brand Value PowerPoint Presentation SlidesSlideTeam
This deck consists of total of twenty nine slides. It has PPT slides highlighting important topics of Core Brand Value PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2OytHZf
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand
In this presentation, we will discuss about the value of a brand, why consumers are willing to pay for the brand, the core value of a product, the importance of brand personality and total value proposition. We will also understand value through Porter’s Value Chain and Levitt’s four level model, meaning of brand proposition and USP.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Brand Association PowerPoint Presentation SlidesSlideTeam
This PPT deck displays thirty slides with in depth research. Our Brand Association PowerPoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Brand Association PowerPoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement. http://bit.ly/31C2QR7
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand
architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the
portfolio. The webinar leverages best practices, guiding principles, and real-world example.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Core Brand Value PowerPoint Presentation SlidesSlideTeam
This deck consists of total of twenty nine slides. It has PPT slides highlighting important topics of Core Brand Value PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2OytHZf
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand
In this presentation, we will discuss about the value of a brand, why consumers are willing to pay for the brand, the core value of a product, the importance of brand personality and total value proposition. We will also understand value through Porter’s Value Chain and Levitt’s four level model, meaning of brand proposition and USP.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Brand Association PowerPoint Presentation SlidesSlideTeam
This PPT deck displays thirty slides with in depth research. Our Brand Association PowerPoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Brand Association PowerPoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement. http://bit.ly/31C2QR7
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand
architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the
portfolio. The webinar leverages best practices, guiding principles, and real-world example.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
For the first time, developing a business plan can be daunting. In our simple guide, we explain the importance of a business plan and just as critical the importance of having a compelling business idea for your business in the first point. We then step by step take you through the eight critical elements of a good business plan and provide you with checklists at the end of each section.
These eight are;
1) Product/ Service - what is it you are offering?
2) The Market and Competition
3) Marketing
4) Business System
5) Organisation and HR
6) Opportunities and Risks
7) Implementation Schedule
8) Your Financial Plan
This was a two day presentation skills training session for 1st Year MBA Monitor Group Associates from Asia-Pacific Offices. The course takes the Associates through time-honed principles of conveying complex information in a visually and verbally succinct and compelling manner. A "walk before you run" skill for every ambitious young consultant
This Masterclass is used to provide an introduction to the world off multi-national consulting, problem solving, client relationship skills and project management for first year post MBA Associate Consultants. We have used this introductory module and others in the series to help McKinsey, BCG, Deloitte and KPMG in Africa, China and Australia bring their new hires up to speed
Anna's Story (June 20140
My husband was mentally and physically abusive and had a sexual addiction problem. Once just after we became married, he threatened to kill us both in the car. I thought his behaviour would change once he moved away from his family, and for a very short time it did. Before I gave birth to our first child, twice he again threatened to kill us in the car. After I gave birth, his mental abuse of manipulation, questioning my fidelity and stalking me escalated. After the birth of our second child, his sexual addiction was ignited and he began a series of affairs. Depression robbed me of my ready smile. It was like walking on
eggshells, but I loved him. His continual physical abuse ceased the day he belted me so hard I lost partial hearing in one ear and then he raped me. Afterward he felt remorseful
and I was grateful for the cessation of physical abuse. In the final futile weeks I remained with him, I narrowly stopped him from a sexual advance on our daughter, and watched in horror as he threw a knife at our son.”
In this presentation to some of the United States largest medical device manufacturers; many whom were eager to enter this seemingly insatiable market, we demonstrated some of the key risks and corresponding potential rewards of this awakening giant. Specifically we highlighted;
* The size and structure of the market
* Key growth drivers, including government-directed
initiatives from the healthcare reform and the 12th Five
Year Plan
* Companies in the market – international and domestic
and the lessons learned from their efforts to expand
geographically beyond the Tier 1-2 coastal hubs
* The immense economic and healthcare infrastructure
differences across China, and how that impacts the
companies’ go-to-market decisions and the surgeon and
patient product preferences
* Some key operational and regulatory constraints and
considerations in what is often an opaque operating
environment
* Some of the strategies embedded firms are utilising as
they move "Westward"
This a a large China 5 yr growth strategy we undertook at Monitor China for a large global cold storage logistics and transport firm. It was a 9 month project, we assessed and prioritised market growth opportunities, we assessed our client's capacity and capabilities to successfully compete in key market segments, recommended 5 focus segments and estimated 5 year foreast capital and operatations expenditure required as well as forecast revenue growth
Phase 1 summary consumer trends and market scping presentation for Mulino Bianco Italy's largest processed food conglomerate and would you believe 3rd globally after Nestle and Danone.But needed serious help in international markting includinf every element from localised names, to pack design to local NOT MILANESE SOPPY LOVE STORY BASED ADVERTISING.
Quite a task hundreds of sleppless nights doubting ourselves - ARE THESE CREW EVER GOING TO GET IT AND then hey presto CEO coup EX Coke America dus took over and it was like bees and honey.
8 US market entry strategy which contains a heavy emphasis on consumer food and healthy eating trends and customer profiling of the time (2007)
The project I led form Mulino Bianco was to introduce a health whole grain line of breads and panettis. Mulino Bianco is Barilla’s core of brand of baked goods, snacks and.
Just as an aside Barilla an Italian firm is the world’s largest pasta and baking products firms with 2013 revenues of US$6.9 Billion.
Led the Monitor Boston brand strategy team in developing a new brand identity, brand architecture, brand guidelines and implementation roadmap for the Bank of New York
From Monitor Group's Boston HQ I led teams of brand strategists and planners in five countries to develop, pitch ffor and eventually win the world wide global re-branding and communications business for Club mED
Brand Strategy linking the Brand Promise and tangible ‘Proof Points” to strategic framework with an implementation roadmap and launch schedule for one of Australia's pre-eminent universitie
We undertook a a detailed market demand forecast by areas and product type, Detailed analysis on consumer purchasing pattern, Analysis on overall competitive environment, Detailed information on competitor performance including sales, branding, pricing, channel mix and incentives, Key competitors’ COGS analysis, Strengths and weaknesses of each competitor group
and the implications, High level recommendation on product mix, Brand positioning status and recommendations, Channel mix diagnosis and high level channel prioritization, Detailed breakdown comparison on costs, COGS in
particular
I 2013 we wre commissioned by ACOOR to deliver the Asia Pacific Growth and Expansion Strategy for their global hotel chain’s up-scale brand across 10 country markets We developed a business baseline to provide a foundation for strategy development. Three growth options were considered, acquisitions, strategic partnerships and organic new build. A hybrid strategy of organic new build in three gateway Asian cities along with 2nd Tier property acquisitions at 5 additional cities was selected to guide the group’s expansion over a 10 year period
More from Navigate Consulting Australia Pty Ltd (20)
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
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- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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2. Agenda
Why is Brand Asset Management Important?
What are the Key Steps to Brand Asset Management?
3. The Top Determinants of Brand Strength
Customer Loyalty Price Premium
“An increase in customer loyalty of only 5% can lift lifetime profits per customer by as
much as 95%”
“In some sectors, an increase of customer loyalty of just 2% is equivalent to a 10% cost
reduction”
“Over 50% of customers would be willing to pay 20-25% price premium to the brand that
they are most loyal to”
“A 1% increase in brand equity can result in a 1% increase in stock price”
“50% of customers are willing to try a new product from a preferred brand because of the
implied endorsement, credibility and trust.”
“It takes 7 to 10 times the cost and effort to gain a new customer as it does to keep an
existing customer”
“I Would Travel Further”
“I Would Pay More”
“I Would Wait Longer”
4. Agenda
Why is Brand Asset Management Important?
What are the Key Steps to Brand Asset Management?
5. Eight ways to manage your brand as an asset
1. Formally link business and brand strategy
2. Create a unique and relevant Brand Identity
3. Create a clear and distinct Positioning
4. Extend your brand strategically
5. Build a strategic Brand Architecture
6. Evaluate and align touchpoints
7. Consistently deliver on your Brand Contract
8. Practice effective global brand management
Managing Your Brand as an Asset
6. 1. Formally link business and brand strategy
Resonate
Differentiate
Credibility
Brand Strategy
With
Customers
And
Employees
Vs. Competitors
Business Strategy
Viable business model
Viable profit model
Execution
Planning (e.g.,communications road
map, marketing, site plans, etc.)
Implementation
– Internally (e.g. communications,
brand behaviors, culture)
– Externally (e.g. brand customer
relationship)
Linkage Between Business and Brand Strategy
7. Connecting the brand vision to a financial growth gap helps
demonstrate the importance of bringing it to life
2010
(3.5%)
5-Year
CAGR
2005
$430 million
$630 million
8% $100 million
$100 Million
$70 million
= Current Business = Acquisitions = New Products = Brand Building
Options to fill the brand-
driven growth gap:
– Build and leverage
your brand more
successfully—through
strategic line
extensions, premium
pricing, partnerships,
licensing
opportunities, etc.
5 Year Growth Gap =
$270 million
8. 2. Create an aspirational and relevant Brand
Identity
Today
Future
Time
Brand
And
Customer
Value
Current perceptions of the brand
Platform to move the brand along its path to its
aspirational identity. Demonstrates the unique and
beneficial differentiation of the brand; resonates and
is credible with customers.
Brand
Positioning
Brand
Positioning
Brand
Image
Brand
Identity
Aspirational goal of the brand;
Aspirational associations customers
should have after repeated exposure
to/experiences with the brand.
Brand
Positioning
9. Brand Identity provides strategic direction
Brand Identity is…
Future-focused,
aspirational and
provides a vision for the
organization to strive for
The emotional link
desired between
product and customer
Brand Identity will
provide…
Organizational
touchstone, both
internally and externally
The basis for crafting the
strategic roadmap,
guiding Brand
Positioning,
Communications, Brand
Extendibility and
Metrics
Brand
Essence
Guides internal
strategy;
summary of the
Brand Identity
Core Identity
Core values, key
competencies.
Associations that will
remain consistent
across product,
markets and through
time.
Extended Identity
Elements that provide texture
and completeness; personality,
organization, product
characteristics
10. Virgin’s Brand Identity
Essence of
the Brand
Irreverence
Core Identity
Elements
Innovation
Fun &
Entertainment
Value
Service
Quality
Extended
Identity Elements
Underdog
Personality
Richard
Brand Identity
11. 1. Communicates the elements of the identity that resonate and are most
credible with customers
2. Differentiates and demonstrates competitive advantage
It is the foundation for all external communications
3. Serves as the platform to move the brand along its path to the aspirational
identity
4. Will evolve over time as the brand is able to deliver on elements of the Brand
Identity and as customers’ needs change
Four Fundamentals Of Brand Positioning
3. Create a clear and distinct Positioning
12. Most meaningful &
most difficult to imitate,
but hardest to deliver
Easiest to deliver,
but least meaningful
& most easily
imitated
Functional Benefits
Attributes
Emotional &
Self-Expressive
Benefits
The emotional & self-
expressive benefits
customers receive
The functional benefits
customers receive
Features or processes
that must be
demonstrated to
customers
Benefits Hierarchy
13. Extended
Identity
Elements
Core Identity
Elements
Essence of
the Brand
–Irreverence
–Service Quality
–Value
–Fun
–Innovation
–Underdog
–Exciting
–New Rules
Virgin’s Brand Positioning
Positioning
A Personal Way to
Flexibly Shop for
Wines at a Great
Value
“Wine Buying Like Never Before”
Brand Identity
14. A global Positioning statement can be tailored to
support local needs
USA
Zippo’s Core Global Positioning Statement
Zippo’s resilience, ruggedness, and dependability is
legendary, and has earned it the continuing respect,
confidence, and loyalty of its users. Combined with its
classic design, American heritage, and individual sense of
style, Zippo has become the quintessential brand for those
who demand the perfect flame.
GLOBALMexico
Japan
Germany
• Sporty and young-at-heart
• Patriotic and respectful of American ideals,
but not lost in nostalgia or sentimentalism
• Cosmopolitan, fashionable
• Socially active
• Proud of, but not arrogant
• Seeking and achieving success
• Outdoorsy, rugged
• Classic cool (e.g. James Dean)
• Worldly, modern, contemporary
• Rugged but friendly, outgoing and approachable
15. Is the extension consistent with your longer term brand vision and strategy?
Does the extension actually add value to your brand?
Will you be able to deliver on the branded customer experience?
Is the benefit consistent with your Positioning?
If this extension fails, will it be a major or minor setback for your brand?
Does the extension make sense for all regions?
4. Extend your brand strategically
Brand Extendibility: Critical Questions to Ask
16. Stronger brands allow for more differentiated
product line extensions
Office
(e.g., Scotch
Tape)
Transportation Safety
(e.g., Reflective
Coatings)
Industrial
(e.g. Abrasives)
Health Care
(e.g., Surgical
Supplies)
Beliefs and
Values
Benefits
Attributes
High Low
Degree of Product
Differentiation
Level of Brand
Meaning
Example:
Pioneering Innovative
Technologies &
Products
17. Brands with lower brand meaning cannot support
much extension
??
Beliefs and
Values
Benefits
Attributes
High Low
Degree of Product
Differentiation
Level of Brand
Meaning
Bottled Water
Pure Water
Example:
20. Brand extension ideas should be evaluated for fit in
all regions
USA
GLOBAL
Germany
Japan Mexico
GLOBAL
Germany
Japan Mexico
USA
USA
GLOBAL
Germany
Japan Mexico
USA
GLOBAL
Germany
Japan Mexico
Pocket Flashlight Sunglasses Camp Stove Lighter Wand
Purchase Interest
High Medium Low
21. 5. Build a strategic Brand Architecture
The logical, strategic and relational structure for all of the brands in the organization’s
brand portfolio
The objective is to maximize clarity, synergy and leverage to maximize customer value
and internal efficiencies
Should clarify what role each of your brands and products play in different markets, and
may result in a brand rationalization
Brand Architecture is the organizing structure of a brand
portfolio
– David A. Aaker, Brand Leadership
Master brand
Subbrands
Product brands
22. The Brand Architecture spectrum
A Branded House
uses a single Master
Brand to span a set
of offerings that
operate only with
descriptive offerings.
A House of Brands
consists of independent
stand-alone brands,
each maximizing its
impact on the market
with little connection to
its parent.
Significant investment in multiple Brands
Build Brand Equity in Master Brand
Maximize synergies among business units
Target unique & separate customer base
Reinforce comprehensive solution focus
Key Issues Driving The Spectrum:
Branded
House
House of
Brands
Sub-Brands
Stand-Alone
23. A flexible architecture can be used to address local
differences
The Sony brand system uses the Sony brand in a variety of ways, in different
markets, to target specific customers with unique value propositions
Endorser
IngredientDriver
Stand-AloneCorporate
Play Station and Columbia Tri-
Star are not visibly connected to
Sony, but many consumers know
about the link. This shadow
endorsement provides positive
associations, but allows the
strong brands to stand on their
own
The ProAudio brand augments
the Sony brand by
communicating cutting edge
technology across multiple
Sony Electronics product lines
Endorser brands usually represent
organizations, rather than products, and
provide credibility to the offering. Since the
Sony brand is somewhat insulated from the
product brand, poor performance of Metreon
is unlikely to affect the Sony brand
A driver brand has the primary
responsibility for a purchase
decision and owns the
customer’s brand experience.
Sony uses their master brand
with a descriptive, “Pictures,”
to drive the film division
Sony chooses a
flexible architecture
and leverages their
corporate brand in
several different
ways
24. 6. Evaluate and align touchpoints to deliver
Each touchpoint can reinforce or denigrate the brand, therefore the touchpoints must be
evaluated and aligned to deliver the brand Positioning, and ultimately reach the desired
Brand Identity
Pre-Purchase
Experience
Post-Purchase
Experience
Purchase
Experience
Touchpoint Wheel
Website
Advertising
Collateral
Product/Service
Assortment
Point-of-Purchase
Displays
Sales Force
Customer Service
Billing
Loyalty Programs
Product Quality
25. Whirlpool’s Touchpoint Wheel
Pre-Purchase
Experience
Post Purchase
Experience
Purchase
Experience
Influencing
Touchpoints
• Print & TV Advertising
• Coupons or Special Offers
• Website
• Viral Marketing
• Direct Mail
• New Product Launches
• Public Relations
• Consumer Reports
• Marketing Speeches
• Sponsorships
• Home Builders, Contractors,
Architects
• Partners like P&G
• Whirlpool Customers
• Retail Partners
• In-Store Displays
• Sales Force
• Financing Plans
• Installation Technicians
• Customer Service Agents
• Customer Service Reps
• Service Technicians
• Inspired Cooking Class
• Customer Satisfaction
Survey
• Bill
• Community Work
College/
MBA Recruiting
Company
Alumni
Vendors/
Suppliers
Analysts
Annual Shareholder
Meeting
Annual Report
Internal
Newsletters
Employees
26. Understand the specifics of the Brand Contract from your customers’
perspective.
Translate the specifics of the brand into product, service and delivery
standards that employees can understand and technology can fulfill.
Fulfill the “positive” expectations of the Brand Contract to develop a
more lasting, powerful brand. Uncover and address the “negative”
expectations of the Brand Contract to improve and transform
perceptions of the brand.
Uphold the Brand Contract or risk undermining the brand and losing
trust from customers.
Deliver on the Brand Contract consistently through all touch points
7. Consistently deliver on your Brand Contract
A Brand Contract includes all the promises that the brand makes to its customers. Once
you have identified and evaluated critical touchpoints, ensure that you have an action
plan to deliver on your Brand Contract.
27. The result of NOT delivering on your Brand
Contract
Brand Contract
Consistent, fast, friendly service
Reasonably priced
Fresh, tasty food
Family fun and safe
Enjoyable experience
High value
High quality
Wall Street Journal, July 16th - cites a University of
Michigan study on customer service that found
McDonald’s ranked among the poorest-performers
relative to customer satisfaction.
“on any given day, 11% of McDonald’s customers are
dissatisfied with their visit”
Nearly 70% of the dissatisfied customers are further
dissatisfied with the way their complaint was handled
Over half of all dissatisfied customers reduce their visits
to McDonald’s and tell up to 10 others about their
unsatisfactory experience.
The article quantified the financial losses tied to poor
customer service as potentially costing McDonald’s $750
million annually.
What do you expect from a visit
at McDonald’s?
What do you experience from a
visit at McDonald’s?
28. 8. Practice effective global brand management
A company’s primary goal should be global brand leadership, not a global
brand
Effective
Global Brand
Management
Share Insights
and Best
Practices Across
Countries
Assign
Responsibility for
Cross-Country
Synergy
Execute Brilliant
Brand-Building
Programs
Support a Global
Brand Planning
Process
29. + Holds a global meeting at its headquarters every quarter to spark internal community spirit, provide
education regarding the direction of the company, and rally associates around the brand
+ Senior management prefaces internal newsletters and status reports with brand vision
+ Employees who demonstrate the company’s core values receive company-wide recognition through
reward programs such as the highly acclaimed Chairman’s Award
+ Actively use intranet to share best practices
+ Provides complete “Brand Book” and “Brand Execution Guidelines”
+ Regular conferences
+ Global Brand Director frequently travels to educate, learn, and share
Bayer Self Testing Segment has an inconsistent global brand structure
Product oriented company; lacks umbrella brand
No senior management support; no internal communication
Brand does not tie its diabetes offerings together, resonate with consumers, or differentiate from
competitors
Companies use different methods for encouraging
sharing of best practices and brand insights
30. There are varying degrees of centralization of
brand management
Options for Global Brand Management
1. Single, Unified Global Brands & Positionings,
w/ Regional Variances
2. Regional Brands w/ Common Umbrella
Positionings, & Regional Autonomy
3. Distinct Global Brand Postionings, w/
Regional Brand Autonomy
4. Common Global Brand-Building Platforms
(products, sales force, marcom), Distinct
Brands by Price Point
Examples
31. Track specific brand metrics
ROBI Metrics
ROBI
SM
Measurement
Analysis
Decision Making
Benchmarking Diagnosing
Allocating
Resources
Compensating
Employees
Informing
Markets
Setting Future
Goals
32. There is only one kind of valuable brand metric –
one that drives to a business action
Business Action
Touchpoint Metrics
Metrics that diagnose the
brand’s performance across
the touchpoints of the brand-
customer relationship.
Metrics that diagnosis the
brand’s impact on the
business’ performance.
Strategic Metrics (Impact)
33. Eight ways to manage your brand as an asset
1. Formally link business and brand strategy
2. Create a unique and relevant Brand Identity
3. Create a clear and distinct Positioning
4. Extend your brand strategically
5. Build a strategic Brand Architecture
6. Evaluate and align touchpoints
7. Consistently deliver on your Brand Contract
8. Practice effective global brand management
Managing Your Brand as an Asset