5. The BrandSolutions
Branding Process
1. Define the client’s problem and the questions to be answered.
2. Conduct strategic research to deeply understand the customer, the
organization, the competition and the product.
3. Create the brand identity. Identify brand archetype.
4. Develop alternative creative themes.
5. Test the alternative creative themes with customers & employees.
6. Develop brand strategy and communications plan.
7. Implement the brand internally and externally.
8. Manage the brand to keep it on track.
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8. Steps in Building a Brand (V1)
from Duncan first edition
1. Select a name and symbol
2. Create awareness and brand identity
3. Position the brand
4. Create a brand image
5. Create trust/build a relationship
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9. Steps in Building a Brand (V2)
from Duncan second edition
1. Select desired brand position
2. Develop brand identification
3. Create a brand image
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11. برند استراتژیک مدیریت فرایند(مدلKeller)
• Strategic brand management involves the design and
implementation of marketing programs and activities to
build, measure, and manage brand equity.
• The strategic brand management process is defined as
involving four main steps:
– 1) Identifying and establishing brand positioning and values
– 2) Planning and implementing brand marketing programs
– 3) Measuring and interpreting brand performance
– 4) Growing and sustaining brand equity
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13. Nine 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 touch points
7. Consistently deliver on your Brand Contract
8. Practice effective global brand management
9. Set the organization up for success
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