This document discusses maximizing brand value through branding strategies and execution. It covers brand value, what makes a strong brand, and the process of maximizing brand value, which includes conducting a brand audit, developing a brand strategy, and executing the strategy through branding elements and management over time. The goal is to understand the current brand, identify strengths and weaknesses, and develop an optimal strategy and plan to strengthen the brand and grow its value.
City branding requires taylor made branding and positioning tools, since cities demands a more integrative thinking including extensives fields of interest. Fmcg models tend to discriminate while places requiere a more integrative thinking
Brand strategy - process and architecturesue woodward
Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
Based on current market research findings, a strategic brand development initiative addressed several brand issues, including brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning, key messaging and target media consumption habits.
City branding requires taylor made branding and positioning tools, since cities demands a more integrative thinking including extensives fields of interest. Fmcg models tend to discriminate while places requiere a more integrative thinking
Brand strategy - process and architecturesue woodward
Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
Based on current market research findings, a strategic brand development initiative addressed several brand issues, including brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning, key messaging and target media consumption habits.
This workshop was created to provide a framework for thinking about and measuring marketing investment.
For more marketing advice, contact info@hawkpartners.com
NewMarque Group specializes in helping young companies build their brand from strategy through execution. We are adept at creating innovative solutions to solve the organizational and marketing problems faced by early stage companies.
Lean Branding: Positioning your early-stage company for success - MaRS Best P...MaRS Discovery District
Mary Jane Braide will highlight branding essentials for start-ups and social enterprises in the early stages of development. It’s never too soon to establish a clear value proposition and your positioning—even if it feels like everything is in a state of flux!
The Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
This workshop was created to provide a framework for thinking about and measuring marketing investment.
For more marketing advice, contact info@hawkpartners.com
NewMarque Group specializes in helping young companies build their brand from strategy through execution. We are adept at creating innovative solutions to solve the organizational and marketing problems faced by early stage companies.
Lean Branding: Positioning your early-stage company for success - MaRS Best P...MaRS Discovery District
Mary Jane Braide will highlight branding essentials for start-ups and social enterprises in the early stages of development. It’s never too soon to establish a clear value proposition and your positioning—even if it feels like everything is in a state of flux!
The Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
We provide turnkey packages and create high-quality apps for you at an affordable price and provide you with the complete mobile solution necessary to take your business to the next level. Your app will be fully customized to match your brand, with features that will make your app relevant, engaging, and valuable so your customers will come back to your app again and again.
We provide affordable turnkey packages for small and medium size businesses to jump-start into the mobile wagon. We create high-quality apps for you at an affordable price and provide you with the complete mobile solution necessary to take your business to the next level.
Your app will be fully customized to match your brand, with features that will make your app relevant, engaging, and valuable so your customers will come back to your app again and again.
A Code of Ethics is an attempt to define basic rules, or principles for determining what constitutes "good" or "right" behaviour for the professional designer.
This lesson is based on the book Business Model Generation: A handbook for Visionaries, Game Changers, and Challengers by Author: Alexander Osterwalder and Yves Pigneur
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Corporate Social Responsibility (CS) is not about charity nor about social business. CSR is strategic business decisions and is about making good business decisions. This lesson explore what is CSR, reason why companies should practice CSR and the 6 core areas of CSR in practice.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Macroeconomics- Movie Location
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Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
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Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
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2. BRANDING
Module 6 – Week 09
Design Management
Lesson 9: Learning Objectives
1. What is Brand Value
2. What makes a strong brand
3. Maximizing Brand Value
- Brand Audit
- Brand Strategy
- Brand Execution
- Brand Management
3. BRANDING
Module 6 – Week 09
Design Management
What is Brand Value
• Because people are willing to pay
extra for a brand than a product,
Brand Value therefore is the extra
money a company can make from its
products solely because of its brand
name.
• In other words, it’s the financial or
monetary value of the brand.
• As an example, how much more is a
consumer willing to pay for a coffee at Not all Brands
Starbucks as opposed to a coffee at a
(chips) have the
coffee shop?
same value!
4. BRANDING
Module 6 – Week 09
Design Management
Top 20 Most Valuable Brands 2010
5. What Makes a Strong Brand
BRANDING
Brand Name Module 6 – Week 09
Design Management
Logo, Symbols
Brand Advertising
experience Environment
Products & Services
externally
Brand Brand Values, Visions
experience Management – cost structures
internally Internal Communications
Business Process
Investors Relations
Customers Relations
Training
Quality
Staff Motivation
Knowledge Management
Recruitment Policies
HR Policies & Processes
Technology
6. BRANDING
Module 6 – Week 09
Design Management
The making of a strong brand….
• "Strong brands never happen by
accident. Yet only 53% of firms say
they have a long term brand strategy
in place."
Prophet, Best Practices Survey, 2002
• "Only one fourth of marketing and
advertising professionals can clearly
articulate (their) company's brand
position to... clients, customers or
prospective clients.”
Louws Management Corporation Survey, 2007
7. BRANDING
Module 6 – Week 09
Design Management
Brand value must be grown…
“The role of brands has evolved;
brands are now company DNA,
the spark from which all corporate
life grows.”
Will Murray, Brand Storm:
A Tale of Passion, Betrayal, and Revenge, 2001
8. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Management Brand Execution
Intellectual Brand Brand Brand Communications CRM &
property Strength Franchise Elements Strategy Community
Brand Value & Equity Brand Experience
The process of creating and maximizing brand value begins with a brand
audit to developing the brand strategy and the execution plan across all
touch points and eventually to manage, monitor and measure it’s success.
9. BRANDING
Module 6 – Week 09
Design Management
Brand Audit
What is Brand Audit?
• Comprehensive and systematic way
to assess the health of a brand
Brand Audit
Target & Competitive Brand
• Assessing how a brand is perceived,
Insights Assessments Inventory what its strengths and weaknesses
Points of Parity & Differences are and how well known and
regarded by the target market.
• Discover the Point of Differences
(POD) and the Point of Parity (POP)
and identify the gaps.
11. BRANDING
Module 6 – Week 09
Design Management
Target & Insights
QUESTION:
Personality & Profile (TAPP)
Needs, motivations, wants
Buying decisions process
Image vs perception gaps Where to find insights?
Price vs benefits gaps
ANSWER:
Unmet or over-look needs
• Primary & Secondary Research
New segments etc etc … • Qualitative & Quantitative Data
12. BRANDING
Module 6 – Week 09
Design Management
Competitive Assessments
Question:
Market Positioning
Unique Value Propositions
Differentiation
Perceptions What to look for?
Market share ANSWER:
Brand loyalty • Point of Differences (POD)
• Point of Parity (POP)
Attributes & Benefits
13. BRANDING
Module 6 – Week 09
Design Management
Brand Inventory
Brand visions, values, cultures What is Brand Inventory?
Image, logo, symbols, icons
Brand history & story
Third party endorsements
Organizational SWOT What do we have in store?
Brand Personality (DNA) Existing Strengths to
leverage upon or Gaps that
Patents & Copyrights need to be addressed.
14. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Managers to develop the most suitable
strategy based on the findings from the audit
15. BRANDING
Module 6 – Week 09
Design Management
Brand Strategy
What is Brand Strategy?
• A brand strategy is simply a plan
Brand Strategy for developing a coherent brand.
Marketing
Positioning Personality
Mix • It provides the means to create
Objectives & Metrics differentiation and consumer appeal.
• As a guide for better brand
decisions across the organization.
17. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Execution
Brand Communications CRM &
Elements Strategy Community
Brand Experience
Brand Managers must ensure that the plans are adopted,
implemented and executed across the whole organization
18. BRANDING
Module 6 – Week 09
Design Management
Brand Execution
Brand Execution
Brand Communications CRM &
Elements Strategy Community
Brand Experience
Brand Execution is about managing the
“Moments of Truth” – in other words;
Expectations, Relationships and Experiences
20. BRANDING
Module 6 – Week 09
Design Management
Communications (IMC) Strategy
Direct
Marketing
Roadshows Advertising
Integrated
Sales
Publicity Marketing
Events Promotion
Communications
Mobile / Public
Internet Brochures Relations
Flyers
Premiums
21. BRANDING
Module 6 – Week 09
Design Management
CRM & Community Building
Target Customer
Market
Industry
Business YOUR Community
Partners BRAND
MESSAGE
Press
Investors
Employees
Integrated Marketing Communications
22. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Management Brand Execution
Intellectual Brand Brand Brand Communications CRM &
property Strength Franchise Elements Strategy Community
Brand Value & Equity Brand Experience
Strong Brands don’t happened by chance.
We need to manage, build and grow the brand.
23. BRANDING
Module 6 – Week 09
Design Management
Brand Management
What is Brand Management?
• Brand management is the
Brand Management application of marketing techniques
to a specific brand.
Intellectual Brand Brand
property Strength Franchise
Brand Value & Equity • It seeks to increase the brand's
perceived value to the customer and
thereby increase the brand franchise,
long term brand equity and value.
26. BRANDING
Module 6 – Week 09
Design Management
Managing Brand Strength
QUESTION:
Growth rates
Market share
Brand awareness
- recall, recognition
- image & perception
What is Brand Strength?
Brand loyalty
ANSWER:
Price premium
• Brand’s growth potential
Brand association • Ability to defend it’s position
• Ability to generate margins,
Financial value earnings and economic value
27. BRANDING
Module 6 – Week 09
Design Management
Building Brand Franchise
QUESTION:
Product line extension
Brand extension
Co-branding
Licensing What is Brand Franchise?
Joint-venture ANSWER:
Merger & Acquisition When brand has build up very
positive and mass brand
Selling the brand recognition it is said to have
achieved brand franchise.
28. BRANDING
Module 6 – Week 09
Design Management
Conclusion
Powerful brands are build
over-time through careful
strategic management