The document provides an overview of brand asset valuation and branding best practices. It covers topics such as defining the brand, analyzing the target market and competitors, developing brand architecture including mission/vision, name, logo, personality, and creating a big idea. The slides are templates to be customized with specific company/brand details.

1. Brand Asset Valuator
Model
Your Company Name

2. Our Agenda
Agenda
03
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02
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Agenda
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3. What is A Brand?
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Brand
INTERNAL
CULTURE
Hiring
Career Path
Human
Resources
CONSUMER
SEGMENTATION
Pricing +
Placement
Communication
Marketing /
Sales
Innovation
Application
New Product
Development
RESEARCH &
DEVELOPMENT
Business
Expansion
Geography
Expansion
Corporate
Strategy
PRODUCT
LINE
Brand=Vision

4. Difference Between A Brand And A Product
Product
• Solves a consumer problem
• Rational connection
• Is consumed
• Built into routine
• Legally protected design
Brand
• Beats down a consumer enemy
• Emotional connection
• Is experienced
• Becomes life’s favorite ritual
• Managed & protected reputation
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5. What is Brand Equity ?
Image & Personality
LoyaltyAssociation
PreferenceFamiliarity
AvailabilityAwareness
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Brand
Equity

6. Branding Approach
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Brand Plans
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Strategic Thinking
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Define Brand
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Analyze Performance
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Inspire Smart Execution
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The
Brand
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7. Market
segments
Market
size
Market
share
Spending
group
Competitors
Competition
influence
Customer
mix
Market
Analysis
STEP 01
Competitive
&
Market Analysis
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8. Target Market (Determine Your Brand's Target Audience)
Target Audience
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9. Understanding The Target Market
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Market
Segmentation
Behavioral
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Psychographic
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Geographic
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Demographic
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10. Target Market Size & Growth
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Serviceable available market
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Total available market
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Target market
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Your market share
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11. Market Profitability
Threat
of
substitutes
Bargaining
power of
buyers
Bargaining
power of
suppliers
Degree of
rivalry
Threat of
new
entrants
Porter’s
5 Forces
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The Porter's Five Forces Tool Helps Assess Market Profitability By Analyzing The Forces Acting Upon It.
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12. Market Trends
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0
500
1000
1500
2000
2500
3000
3500
4000
FY05 FY06 FY07
Sales(InThousand)
Product 2
Product 1
3,200+
Sales In Texas

13. Key Success Factors
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Factor
1
Factor
2
Factor
3
Factor
4
Factor
5
Factor
6
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14. Criteria Revenue Profit Market Share
Number of
Employee
Product
Quality
Main Activity
Competitor A
Competitor B
Competitor C
Competitor D
Competitor E
Competitor F
Competitor G
Competitor Analysis Template
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Competitor
Analysis
Graph
6.2
5
3
7.6
4.5
5.5
3.5
5
5.6
2.5
0
1
2
3
4
5
6
7
8
Competitior 1 Competitior 2 Competitior 3 Competitior 4 Competitior 5
Brand 1
Brand 2
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16. SWOT Analysis
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Strength
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Weakness
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Opportunities
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Threats
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17. Competitor Positioning
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-15
-10
-5
0
5
10
15Companygrowth(%)
Market share (%)
Averagemarketgrowth
Gaining market share
Losing market share
A
D
C
B
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18. WWW.COMPANY .COM 18
STEP 02
Building Blocks
of The
Brand
Architecture

19. Decide what product or
service you are going
to offer
# 1 Brand
Product
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20. # 2 Brand Mission Statement
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21. # 3 Brand Vision
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Brand
Vision
Desired Future
Environment
Values
Brand Purpose
✓ Desired future environment – how
the world will be A better place as a
consequence of the brand.
Brand Vision
Is encapsulated with three main
components
✓ Brand purpose – the whole objective
of the brand.
✓ Values – the accepted characteristics.
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22. # 4 Brand Positioning
Your Subtitle Here
Essence
Brand personality Facts Symbols
How the brand
makes me look
How I would
describe the
product
What the
product does
for me
How the brand
makes me feel
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23. # 5 Brand Name
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Relationship to
the master brand
How unique
are we
Name
attributes
How Descriptive Is The
Name?
How Will The Master
Brand Appear?
What Kind Of Conversation Are
We Having With The Customer?
What Part Of The Story Does
The Name Need To Tell?
Who Are We Like?
Who Are We Different
From?
How Will We Invest To Tell The
Story?
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24. Symbol
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01
Letter marks
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03
Emblem
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05
Word marks
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02
Combination
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04
# 6 Brand Identity/ Logo
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25. # 7 Brand Promise
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Core
Brand
Promise
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Functional
Promise
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Social
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Emotional
Promise
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Global
Promise
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26. # 8 Brand Character
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Necessity Luxury
Expensive Economical
Formal Serious
Light Casual
Exotic Aggressive
Discreet Commonplace
Hi-tech Industrial Homemade
Heritage Ground Breaking
Modern Classic
Quiet Loud
Simple Complex
Subdued Bright
Black & White Colorful
Feminine Masculine
Raw Refined
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27. # 9 Brand Personality
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Friend
Maiden
Joker
Seductress
Rebel
Hero
WiseKing
Mother
Dreamer
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28. # 10 Brand Emotion
There are 16 different emotional connections a consumer will show response to according Barry Feig, world –renowned marketing strategist.
Desire to get the best
Poverty of time
Family value
Wish-fulfillment
Fun is its own reward
Make me smarter
Excitement of discovery
Sex , love and
romance
Reinventing
oneself
Self
achievement
Desire for control
I’m better than you
Nurturing
response
Power, dominance
and influence
Desire to belong
Revaluing
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29. # 11 Brand Experience
Your Subtitle Here
Branding Experience
Brand
strategies
• Empowered
Consumers
• On-demand
• Brands Personal
Brands
• Networked Brands
• Dialogue
• 24/7feedback,input
Focused
• Transparent
Communication
Digital
branding
• Consumer Behavior
• Campaigns
• Store Displays
• Visual
merchandising
• Store Windows
• Interior Design
• Products
• Prices
Retail
design
• Local
• Lifestyle
• Communities
• Identities
• Human Behavior
• Adaptation
• Cultural Differences
• Goal
Communication
• User
Experience
• User-centered
Design
• Connection With
User
• Users,
emotional
Needs
Emotional
design
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30. # 12 Brand Quality
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Customer has not the time or ability to evaluate the quality objectively.
Perception of quality is the determinant in the buying decision.
Reason to
buy
Establishing A specific image for A brand (the,premium,excellent) in relation
to competing brands and their quality
Differentiation
/positioning
When the perceived quality is high, price may be/ must be accordingly higher
Perceived quality enhances profit growth(premium price=quality)
Premium
price
Perceived
Brand Quality
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31. # 13 Brand Pricing
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High
Low
Price
Quality of Product
Low
Superior Quality
Value For Money Economical
Brand
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32. # 14 Brand Packaging
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Ecological Packaging
Family Packaging
Re-Use Packaging
Strategy Policies And Strategic
Multiple Packaging
Brand
Packaging
A firm of may make periodic changes in product
packaging.
It is a kind of packaging strategy in which packages of
the entire product line closely resemble one another.
It is a kind of packaging strategy in which a formulas such a
packaging strategy as to protect the physical environment
It is a strategy in which the marketer offers product in such a
packaging which may be reuses for other purposes after the
product has been taken out of the package or exhausted.
It is a strategy in which a number of heterogeneous
product are placed and supplied in a single package.
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33. # 15 Brand Distribution-1
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Usa AustraliaChina
30% Brand 1
35% Brand 2
40% Brand 1
45% Brand 2
20% Brand 1
25% Brand 2
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34. # 15 Brand Distribution-2
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60% Brand 1
65% Brand 2
Iran
70% Brand 1
75% Brand 2
Mongolia
50% Brand 1
55% Brand 2
India
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35. # 15 Brand Distribution
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Oklahoma
30%
California
40%
Indiana
17%Colorado
36%
New York
30%
Georgia
22%
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36. # 16 Brand Association
Your Subtitle Here
Association 1
Association 2
Association 3
Your
Brand
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
AssociationAssociation
Association Association
Association
Association
Association
Association
Association
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37. WWW.COMPANY .COM 37
STEP 03
The Big
Idea

38. What’s Your Big Idea?
Your Subtitle Here
BIG IDEA
BrandConsumer
“That help simplify brand messages that makes it easily understood and remembered.
The idea must be unique, own-able and motivating. It must gain a quick entry, be
layered easily and have longevity over the life of the brand.”
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39. The Big Idea Model
Your Subtitle Here
Brand
Personality
Product
& Services
Consumer
Views
Internal
Beacon
Promise
How Well Does The
Brand Benefit
Connect To The
Consumer?
Positioning
Strategy
What Focused
Choices does the
brand make to drive
growth and profits?
Brand Plan
Story
How well does the
brand communication
their differences and
move consumers
Communication
Freshness
How well does the
brand stay fresh and
on top of trends with
consumer?
Innovation
Experience
How well does the
brand experience live
up to and
consistently deliver
the promise?
Culture & Operations
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The
Brand
The
Consumer

40. Creating Brand Strategy Roadmap
Values
Goals
Big Idea: We take the guilt out of indulging on a great tasting cookies
Promise Strategy Story Freshness Experience
• Gray’s challenge, lose
sibe in 2 weeks
moments
• Bonus packs
Drive usage
frequency
• T. V advertising
• In store sampling
programs
• Event sampling program
Attract new
users
• Contract sales team
• Listing surge against
independents
• New sales incentive roll out
Driving new
distribution
points
• Taste testing
• New advertising
• Increased investment
Defiance
plan
Your Subtitle Here
Vision
Purpose
Goals
Values
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41. Connect
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STEP 04
Marketing
Strategy
And
Communications

42. Internal Communication Strategy
Your Subtitle Here
Brand communication
R & S
Top to top services
Sales team
Problem solvers
Shipping
Customer service
Experience delivery
Back room team
BrandConsumer
Big
Data
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43. External Communication Strategy
Your Subtitle Here
Big Idea
BrandConsumer
Social Media Experiential Purchase MediaPaid Media Search Home PageEarned Media
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44. Communication Plan Template
Your Subtitle Here
Communication
type
Medium Frequency Audience
Type 1
Type 2
Type 3
Type 4
Type 5
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45. Media Plan Template-1
Your Subtitle Here
2017 January February March April May
Media 1 6 12 24 1 8 17 22 1 5 18 20 28 4 13 22 26 3 15 20 27
Video
Television
Cable Television
Radio
Television Radio
Digital Radio
Out-of-home
Mailbox
Mail Displays

46. News Print & Online
Newspaper
Quarter Page
SEM
Google
Paid Search (Text Ads)
Social Media
Facebook
Twitter
Digital Display
Local And Network
Google Display Network

47. 0
1
2
3
4
5
6
7
8
Distribution Value
Growth
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STEP 05
Monitor Your
Brand
(Measurement)

48. Brand Performance Dashboard
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25% 50% 70%
95%85%
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49. Brand Performance Dashboard
Your Subtitle Here
0
1
2
3
4
5
6
7
8
9
10
12.1+
10.2+
8.4+
7.3+
5.7+
3.9+
1.5+
1.0+
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50. Brand Mentions
Your Subtitle Here
2.5 3.5
4.9 5.6
7.2
8.4
2
3
3.2
3.5
3.9
4.4
1.9
2.5
3.5
4.1
5
6.5
1.5
1.9
2
2.9
3.5
4
1
1.2
1.6
2
2.3
3.6
0
5
10
15
20
25
30
Total Benefits the
injured
Cost of the
product
Dealers and
services
Effectiveness of
heating issues
The product
News
Comments
Blogs
Facebook
Twitter
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51. Sentiment Analysis
Your Subtitle Here
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-1000%
-2000%
-3000%
-4000%
-5000%
5000%
4000%
3000%
2000%
1000%
-6000% -4000% -2000% 0% 2000% 4000% 6000%
Sentiment %
Benefits for the injured
Cost of the product
Effectiveness of the product
Heating issues
Dealers and services
0
1
2
3
4
5
6
7
8
9
10
Total Mentions
8
2

52. Summary Branding Process
Implement
and
evaluate
CreateInvolveAnalyseDefine
Agree objectives,
needs and priorities,
Review existing
brand research,
marketing collateral,
brand identity, values
- culture,
Internal brand con-
sultation with staff
and management
Build strategic brand
teamwork
(architecture, values,
personality, vision)to
drive communications,
behaviors and
positioning
Implement brand
strategy across
organization; ensure
alignment between
internal and external
branding,
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Your Subtitle Here

53. Brand Asset Valuator Model Icons Set-1
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54. Brand Asset Valuator Model Icons Set-2
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55. Additional
Slides
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Our
Mission
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About Us
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58. Meet Our Team
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Managing Director
JACK LEE
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CEO
JULIE STAR
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Manager
ANITA SMILE
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Financial Advisor
JOHN DOE
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Our Goal
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60. Comparison
75%
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50%
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VS

61. Financial
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99$
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Monthly
49$
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Monthly
10$
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Monthly
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62. WWW.COMPANY .COM 62
Quotes
- Mother Teresa
Not all of us
can do great things. But
we can do small things
with great love.

63. Dashboard
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70%60%20%
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64. Location
China
20%
Usa
40%
Australia
60%
India
70%
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Your Subtitle Here
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65. Timeline
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012017
022018
032019
04 2020
05 2021
06 2022
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66. Post It
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0402
03
Sale
0501
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67. NEWS PAPER
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News
Paper
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68. Puzzle
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69. Target
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01
02
03
04
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70. Circular
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attention. 01
02
03
0405
06
07
08
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100%editable.
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71. Venn
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01
0203
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72. Mind Map
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01
02
03
06
05
04
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73. Silhouettes
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74. Matrix
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Star
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Question Mark
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Cash Cow
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Dog
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75. Lego
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76. This slide is 100% editable. Adapt
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Hierarchy
Chart
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0807
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77. Magnifying Glass
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78. Bar Graph
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3
4
5
6
7
8
9
10
11
0
2
4
6
8
10
12
FY 01 FY 02 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 FY 09
SalesInpercentage
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79. Funnel
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01
02
03
04
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80. Thanks For
Watching!
Address
# street number, city, state
Contact Numbers:
0123456789
Email Address:
emailaddress123@gmail.com
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