This document outlines steps for developing a brand strategy and brand positioning. It discusses developing a brand personality statement, defining brand attributes and benefits, determining a brand value equation, positioning the brand versus competitors, and identifying marketing objectives and mix activities. The goal is to increase what customers know and believe about the brand as well as what they do and feel in order to gain business.

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:____________