Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
This Particular assignment deals with two questions related to the sales force and channel management.
Q1) Hurdles in Direct Distribution Strategy
Q2) Value Proposition of Distribution on marketing efforts
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.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.
The Swiss watch industry lost market share from 80% to 42% due to problems with strategy, structure, management, price, and technology. Hayek decided the industry could no longer retreat and spearheaded a turnaround. Hayek's strategy included broad market presence across price segments and developing the Swatch brand - a low-cost quartz watch marketed as an "emotional product" through unique design, frequent collections, and guerrilla marketing. This approach was a success, making Swatch the best-selling watch in history. Currently, Swatch ensures relevance through continued innovation across synergistic brands and a focus on the consumer decision journey with digital marketing.
This document discusses brands, branding, and metrics for measuring brand performance. It defines what a brand is and explains that branding is the process of creating a unique name and image for a product through consistent advertising. The document also introduces the Brand Development Index (BDI) and Category Development Index (CDI), which are metrics for measuring a brand's sales performance within specific customer groups relative to its overall performance. A brand's BDI and the category's CDI in a given market segment can reveal strengths, weaknesses, and potential for that brand and category.
Urban Outfitters group, A new way of thinking Brand Retail ?Helixa
Urban Outfitters group has achieved exceptional sales growth of 23% annually over the past 10 years, even as the fashion retail industry has seen gloomy conditions and saturated western markets. The group succeeds in increasing sales and improving operating margins through its unique brand concepts like Urban Outfitters, Anthropologie, and Free People that target specific demographics with curated merchandise and store experiences. Urban Outfitters group has developed a new model for brand retail that drives top sales productivity compared to its peers.
This Particular assignment deals with two questions related to the sales force and channel management.
Q1) Hurdles in Direct Distribution Strategy
Q2) Value Proposition of Distribution on marketing efforts
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.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.
The Swiss watch industry lost market share from 80% to 42% due to problems with strategy, structure, management, price, and technology. Hayek decided the industry could no longer retreat and spearheaded a turnaround. Hayek's strategy included broad market presence across price segments and developing the Swatch brand - a low-cost quartz watch marketed as an "emotional product" through unique design, frequent collections, and guerrilla marketing. This approach was a success, making Swatch the best-selling watch in history. Currently, Swatch ensures relevance through continued innovation across synergistic brands and a focus on the consumer decision journey with digital marketing.
This document discusses brands, branding, and metrics for measuring brand performance. It defines what a brand is and explains that branding is the process of creating a unique name and image for a product through consistent advertising. The document also introduces the Brand Development Index (BDI) and Category Development Index (CDI), which are metrics for measuring a brand's sales performance within specific customer groups relative to its overall performance. A brand's BDI and the category's CDI in a given market segment can reveal strengths, weaknesses, and potential for that brand and category.
Urban Outfitters group, A new way of thinking Brand Retail ?Helixa
Urban Outfitters group has achieved exceptional sales growth of 23% annually over the past 10 years, even as the fashion retail industry has seen gloomy conditions and saturated western markets. The group succeeds in increasing sales and improving operating margins through its unique brand concepts like Urban Outfitters, Anthropologie, and Free People that target specific demographics with curated merchandise and store experiences. Urban Outfitters group has developed a new model for brand retail that drives top sales productivity compared to its peers.
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMAvinash Singh
This document discusses the development of a brand equity measurement and management system. It outlines a brand value chain approach for assessing how marketing investments create brand value at different stages from program implementation to customer mindset to market performance to shareholder value. Multipliers are described that influence how value moves through these stages. The document also provides details on how to design brand tracking studies, develop a brand equity charter and reports, and establish organizational responsibilities to manage brand equity over time.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
The document analyzes The North Face's athletic footwear business and its competitors. It identifies the brand's target customer segment as "Ultra Marathon Mark and Mindy", active 25-45 year olds who enjoy hiking, running and the outdoors. The document performs a product positioning analysis and evaluates the brand's marketing mix to address problems like low customer exposure to the footwear line.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
The document discusses brand identity and branding strategies. It defines a brand as the perception customers have about a product or service. It then describes the Brand Identity Prism model which examines a brand across six dimensions: physique, personality, culture, relationship, reflection, and self-image. The model helps position a brand, design marketing strategies, communicate the brand identity, and streamline marketing campaigns. The document provides examples of branding strategies such as brand extension, line extension, and family branding used by various companies.
The document discusses brand strategy and provides a case study of K-Ayurveda. It outlines the brand's vision to preserve Ayurvedic wellness practices and its purpose to bring authentic Ayurvedic beauty products to the world. The brand's big idea is presented as "Kama Ayurveda has sought to bring authentic beauty and wellness to the world." The brand's promise, strategy, story, freshness, and experience are defined. Research approaches, business and brand strategy frameworks, and the brand's values, goals and tactics are also summarized. Finally, the document outlines the brand's design strategy including its visual story, identity, architecture, assets and guidelines.
The document discusses Land Rover's brand identity and positioning in the UK and North American markets. In the UK, Land Rover is seen as rugged and practical while Range Rover is a luxury off-road vehicle. When it entered the US, Range Rover emphasized its British heritage, luxurious styling, and off-road capability. It targeted luxury car buyers, positioning itself as the vehicle driven by the Queen. The document also discusses Land Rover's competitors in the 1990s SUV market and decisions around Discovery's positioning, marketing mix, and retail strategy.
Introducing the digital strategy for Nivea Skincare.
A detailed campaign with the objective to increase Nivea's market share and build brand loyalty amongst consumers within the skincare and cosmetics market.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
The document discusses different types of brand architecture structures including branded house, endorsed brands, and house of brands. It provides examples of each type such as FedEx using a masterbrand structure under the branded house model. Marriott International is an example of an endorsed brand where the company name endorses individual product brands. Procter & Gamble is an example of a house of brands structure where each product line has its own unique branding. The document also outlines key steps to defining the right brand strategy such as clarifying the value proposition, segmentation, brand pillars, benefits, and compelling reasons to believe. It provides questions to consider when evaluating an expansion or addition of a new brand to a portfolio.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
Luxury brands are defined by several key components including price, quality, aesthetics, rarity, and symbolism. Luxury brands maintain their status through limited production runs, high prices, and distinctive branding. However, marketing luxury brands presents challenges as luxury goods are not basic needs, and luxury brands must find the right marketing channels while also combating counterfeiting. Luxury brands also struggle with expanding their customer base without diluting their brand or destroying what makes them luxury in the first place.
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
The document provides an overview of Virgin Group and its extensive use of brand extensions. It discusses how Virgin has extended its brand into over 200 companies across diverse industries such as mobile phones, transportation, media, music and more. While brand extensions have enabled rapid growth for Virgin, there is risk of brand dilution if an extension is unsuccessful. The document examines Virgin's approach to leveraging its brand equity through extensions, as well as the potential advantages and disadvantages of this strategy.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEMAvinash Singh
This document discusses the development of a brand equity measurement and management system. It outlines a brand value chain approach for assessing how marketing investments create brand value at different stages from program implementation to customer mindset to market performance to shareholder value. Multipliers are described that influence how value moves through these stages. The document also provides details on how to design brand tracking studies, develop a brand equity charter and reports, and establish organizational responsibilities to manage brand equity over time.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
The document analyzes The North Face's athletic footwear business and its competitors. It identifies the brand's target customer segment as "Ultra Marathon Mark and Mindy", active 25-45 year olds who enjoy hiking, running and the outdoors. The document performs a product positioning analysis and evaluates the brand's marketing mix to address problems like low customer exposure to the footwear line.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
The document discusses brand identity and branding strategies. It defines a brand as the perception customers have about a product or service. It then describes the Brand Identity Prism model which examines a brand across six dimensions: physique, personality, culture, relationship, reflection, and self-image. The model helps position a brand, design marketing strategies, communicate the brand identity, and streamline marketing campaigns. The document provides examples of branding strategies such as brand extension, line extension, and family branding used by various companies.
The document discusses brand strategy and provides a case study of K-Ayurveda. It outlines the brand's vision to preserve Ayurvedic wellness practices and its purpose to bring authentic Ayurvedic beauty products to the world. The brand's big idea is presented as "Kama Ayurveda has sought to bring authentic beauty and wellness to the world." The brand's promise, strategy, story, freshness, and experience are defined. Research approaches, business and brand strategy frameworks, and the brand's values, goals and tactics are also summarized. Finally, the document outlines the brand's design strategy including its visual story, identity, architecture, assets and guidelines.
The document discusses Land Rover's brand identity and positioning in the UK and North American markets. In the UK, Land Rover is seen as rugged and practical while Range Rover is a luxury off-road vehicle. When it entered the US, Range Rover emphasized its British heritage, luxurious styling, and off-road capability. It targeted luxury car buyers, positioning itself as the vehicle driven by the Queen. The document also discusses Land Rover's competitors in the 1990s SUV market and decisions around Discovery's positioning, marketing mix, and retail strategy.
Introducing the digital strategy for Nivea Skincare.
A detailed campaign with the objective to increase Nivea's market share and build brand loyalty amongst consumers within the skincare and cosmetics market.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
The document discusses different types of brand architecture structures including branded house, endorsed brands, and house of brands. It provides examples of each type such as FedEx using a masterbrand structure under the branded house model. Marriott International is an example of an endorsed brand where the company name endorses individual product brands. Procter & Gamble is an example of a house of brands structure where each product line has its own unique branding. The document also outlines key steps to defining the right brand strategy such as clarifying the value proposition, segmentation, brand pillars, benefits, and compelling reasons to believe. It provides questions to consider when evaluating an expansion or addition of a new brand to a portfolio.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
Luxury brands are defined by several key components including price, quality, aesthetics, rarity, and symbolism. Luxury brands maintain their status through limited production runs, high prices, and distinctive branding. However, marketing luxury brands presents challenges as luxury goods are not basic needs, and luxury brands must find the right marketing channels while also combating counterfeiting. Luxury brands also struggle with expanding their customer base without diluting their brand or destroying what makes them luxury in the first place.
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
The document provides an overview of Virgin Group and its extensive use of brand extensions. It discusses how Virgin has extended its brand into over 200 companies across diverse industries such as mobile phones, transportation, media, music and more. While brand extensions have enabled rapid growth for Virgin, there is risk of brand dilution if an extension is unsuccessful. The document examines Virgin's approach to leveraging its brand equity through extensions, as well as the potential advantages and disadvantages of this strategy.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Why The 'Customer Journey' Shouldn't Be Your First PriorityCameron Lewis
Tim McCue, Senior Director of eCommerce for Jockey, presented at eTail East in Boston recently on the evolving nature of Jockey's marketing communications. They identified a pain point that existed across of their digital marketing channels, and began to solve it by starting with their email marketing program. What follows are snippets from his presentation including his own point-of-view.
How to manage for preparation of md&a disclosuresHamdy Rashed
The disclosures in Corporate Governance Report, Sustainability Report and Management Discussion & Analysis (MD&A) Report are more common requirement of many stock exchange markets requirements of other organization. However, IFRS requires many disclosures but financial standards do not cover all information. Therefore, Stock Exchange market and other organizations require additional and more concise information that should be disclosed on frequently basis to provide the readers of annual report more adequate and comprehensive view of Companies.
Keywords: Management Discussion & Analysis Report, MD&A, Corporate Governance, Sustainability, Corporate Social Responsibility, listing Companies.
The document provides guidelines for Project 1 submissions at the seventh semester of engineering degree programs. It outlines the format and structure that reports should follow, including cover pages, certificates, tables of contents, chapters, and references. Reports are generally 50 pages including a presentation in PowerPoint. Students must submit copies to their department and guides. The industry mentor may be invited to examine the project.
The document discusses a company's commitment to providing a perfect fit for customers through personalized fitting experiences and underwear designs that make women feel confident through their natural support, lift, and curving contours. It also mentions utilizing various marketing channels like websites, mobile apps, videos, social media, and printed media to support their message and drive sales.
The document is a diagram that outlines the key steps and components of a branding process. It includes phases for discovery, research, insights, identity development, branding guidelines, adoption, messaging, business strategy, workshops, scenarios, positioning, validation, alignment, planning, implementation, and vision/mission. The diagram shows these elements as numbered stages along with connecting arrows to illustrate the integrated and iterative nature of the branding process.
Thank you for the feedback. We will
work on making our products more affordable
while maintaining the quality standards.
Customer 2: I really like the designs and
patterns available here. Staff is also very
helpful in guiding about fit and comfort.
Though price is on higher side but its worth it.
The document provides guidance on creating a brand, including defining what a brand is, differentiating a brand, understanding customer needs, developing brand elements, positioning a brand, building brand awareness, and creating a digital strategy for a brand. Some of the key points include:
- A brand identifies a product/service and creates a unique personality to deliver certain results and build trust with customers over time.
- It is important to understand customer problems, triggers for needs/wants, and where the brand fits within Maslow's hierarchy.
- Core brand elements include the name, logo, tagline, colors, personality, tone, story, and associations.
- Developing a brand strategy requires researching target
Brand plan for 2010 glycomet (us vitamin) - mitesh shahMitesh Shah
The document provides a brand plan for Glycomet, a diabetes medication, for the year 2010. It was prepared by Mitesh Shah and submitted to Mr. Pratim Vora. The plan outlines sales objectives to increase annual unit sales and revenue. It discusses strategies and tactics to achieve these objectives, including effective promotional activities, product design, pricing, and a situational analysis. It also includes a SWOT analysis and details on hiring and training sales personnel to support the outlined goals.
The report summarizes a study measuring the brand equity of Colgate toothpaste using a modified version of the Winning Brands model. The study measured consumer loyalty, price premium, and brand leveragability for Colgate compared to four other toothpaste brands. It found that Colgate has the highest Brand Equity Index of 6.415, indicating it can best withstand changes in the market. However, Colgate is not the most leveragable brand and can primarily extend to similar oral care products only. Regression analysis showed awareness and health associations most influence Colgate's brand equity.
The document provides a summary of the Brand Asset Valuator (BAV) analysis conducted for Colgate and its competitors (Pepsodent, Close Up, Anchor, Dabur) in India. A questionnaire was used to collect data from 31 respondents on the four BAV pillars: differentiation, relevance, esteem, and knowledge. Scores were calculated for each brand on each pillar. The analysis found that Colgate has the highest scores for relevance and esteem. On the BAV power grid, Colgate is in the leadership category. Pepsodent and Close Up were found to be declining brands, while Anchor is unfocused and Dabur has low brand stature. The BAV provided insights
The 22 Immutable Laws Of Personal BrandingThinkosaur
The document discusses 16 "laws" or principles of branding, including focusing on a niche, building expertise in a category, owning a word in the consumer's mind, maintaining quality perception, promoting the category rather than the brand, having a memorable name, avoiding overextension, welcoming competition, differentiating from generics, focusing on the brand rather than the company, avoiding sub-brands and dilution, launching related brands for new categories, and having a horizontally-shaped logo. The laws provide guidance for both building strong corporate brands and personal brands.
This document outlines a proposed social media strategy for Jockey International to employ in Europe and elsewhere. It recommends establishing a hub called ShowYoureJockey.com to house consumer-facing content that can be leveraged across partners and platforms. The strategy is based on Jockey's brand pillars and "Show You're Jockey" message. It also provides recommendations for content creation and posting schedules, and estimates the time commitment needed for effective social media management. The goal is to build consumer loyalty, brand awareness, and ecommerce activity through social platforms.
The document discusses brand valuation and the total brand value, which has both an economic value and social value. The economic value is most visible during acquisitions when a brand's value can increase a company's shareholder value. Research-based, financially driven, and economic use approaches are used to value brands, with the economic use approach combining brand equity with financial measures. Brand valuation is now widely used for strategic brand management and financial transactions to increase shareholder value and properly account for brand assets.
The document discusses the importance of brand awareness and conducting brand awareness surveys. It then summarizes the results of a brand awareness questionnaire given to 10 respondents. The majority of respondents agreed that brand awareness helps customers understand what products are sold under a brand and which needs a brand satisfies. The majority also preferred the Nokia brand. Conducting effective brand awareness surveys provides information to leverage brand strengths against competitors.
This document discusses various communication strategies used by second language learners to cope with difficulties in communicating. It describes strategies such as reduction strategies, achievement strategies, avoidance, paraphrase, and appeal for assistance that learners employ when they encounter a problem communicating. The document also discusses the role of risk-taking versus risk-avoiding strategies in language development and debates the value of directly teaching communication strategies versus allowing strategies to develop naturally.
Developing a Communications Strategy for Your NonprofitBig Duck
Between never-ending ‘to-do’ lists and new communications channels popping up everyday, it can be hard to find the time to stop and look at the bigger picture. Take a few hours out of the trenches and into a conversation about your goals, audiences, and actions to support your nonprofit’s mission. In a workshop at the Foundation Center in DC, Big Duck’s Vice President, Farra Trompeter, outlined what’s in a communications strategy and a guide for how to create and implement one for your organization.
Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
Colgate Palmolive started operations in Pakistan in 1977 as a joint venture between Colgate Palmolive USA and Lakson Group. It is one of the largest ventures of the group with assets over Rs. 400 million and annual turnover of Rs. 1500 million. Colgate's main competitors are Macleans, Medicam, Close-up, English, and Pepsodent. Its target market is middle to upper income families and it maintains a premium pricing strategy while emphasizing quality. The document discusses Colgate's product lines, distribution channels, and recommendations for expanding its brand.
The document discusses branding and the HP brand strategy. It defines what a brand is - not just a logo or product, but the relationship with customers. A strong brand drives higher prices, employee commitment, and market performance. HP's brand strategy focuses on reliability, choice, simplicity, and return on technology. Its brand promise is "vital technology for business and life." The strategy aims to align customer and employee experiences with the brand's characteristics of being optimistic, dynamic, human, inventive and trustworthy.
The document discusses branding and brand equity. It covers key topics such as:
- The definition of a brand and how brands create value for companies and consumers.
- What brand equity is and how it is built through strong brand knowledge, preferences, and loyalty over time.
- The four main steps in strategic brand management: positioning, marketing, measuring performance, and sustaining value.
- Models for measuring brand equity such as brand value, awareness, and emotional connections to the brand.
- How brands are managed through reinforcement, revitalization, and architecture strategies to maintain and grow their value.
This document discusses the importance of strategy and provides an overview of key strategic concepts. It defines strategy as a company's "game plan" to attract customers, compete successfully, and achieve objectives. A good strategy fits the company's situation, provides competitive advantage, and boosts performance. Crafting and executing strategy are core management functions because they shape the company's direction and impact its long-term success.
The document discusses the importance of brand asset management and provides strategies for effectively managing a brand. It outlines key steps including formally linking business and brand strategy, creating a unique brand identity and clear positioning, strategically extending the brand, building a strategic brand architecture, evaluating and aligning all brand touchpoints, and consistently delivering the brand message. The document uses various company examples to illustrate concepts like developing an aspirational identity, crafting an effective positioning statement, determining when and how to extend a brand, and leveraging a flexible brand architecture.
The document discusses four steps to help businesses survive a recession: 1) Understand how to take market share from competitors by identifying their strengths and weaknesses. 2) Create a competitive advantage to eliminate competitors' advantages by focusing on brand positioning. 3) Build customer loyalty by training employees to be brand advocates. 4) Use cost-effective online communication strategies like social media to communicate with customers at a low price. The overall strategy aims to make businesses "recession proof" through competitive analysis, brand management, customer loyalty, and digital marketing.
K2 Communications Pvt Ltd is an integrated communications firm with experience in public relations and journalism. It was founded in 2003 in Bangalore by Shiv Shankar Devaraj and Philip D Anthony. K2 aims to provide consistent value and build brand equity for clients through relevant PR tools and strategies. Key services include media relations, brand management, issues management, and content creation. K2 measures success through metrics like media coverage volume and value. It has a nationwide network and portfolio of clients across industries.
B2 B Marketing Excellence Asset Brand OverviewDana Theus
The B2B Marketing Excellence Asset BrandSM Program supports companies that are committed to leveraging brand through strategic shifts in their corporate strategy.
This document provides an overview of strategy and its importance. It discusses what strategy means, why it is important for organizations to have a strategy, and key elements of developing a successful strategy. The main points are:
1) Strategy refers to the competitive actions and approaches that managers use to run a company and achieve its goals. It answers the question of "how" the company will reach its objectives.
2) Developing a strategy that leads to sustainable competitive advantages is crucial for above-average profitability. Successful strategies differentiate the company's offerings, serve customer needs better than competitors, or leverage unique resources.
3) Key elements of strong strategies include appealing to customers in a unique way to stand out from rivals
This document provides an introduction to Two Tomorrows, a sustainability consulting firm. It summarizes Two Tomorrows' unmatched client base, experience, and services. The document outlines Two Tomorrows' approach to sustainability which focuses on both creating value and managing issues through business alignment, strategic product development, and cost prevention. It then highlights some of Two Tomorrows' recent assignments demonstrating their work assisting clients with sustainability reporting, assurance, strategic direction, communications, stakeholder engagement, and responsible supply chain development.
Gravity is a business consulting company with multi-platform execution capabilities across digital and technology. We operate in India, Europe, Middle East and Africa. We help build, sustain & grow profitable businesses. We don’t ask for briefs. We ask for your hardest growth challenges
Creating, nurturing, developing and managing brands - A Snapshot of a 2 day w...Anand Mehta
This is a snapshot of a 2 day workshop on Creating, Nurturing, Developing and Managing Brands through their lifecycle. It indicates the flow of such a program and the possible case studies that could be covered under the program.
The document discusses the strategic planning and marketing strategies of an organization called EEL. It outlines EEL's mission to develop strategic fits between its objectives, resources, and changing market opportunities. It also discusses EEL's approaches to understanding customers and competitors, maintaining brand loyalty, measuring brand equity, and focusing its marketing strategies on quality, status, convenience and distribution to differentiate itself. Finally, it emphasizes the importance of understanding industry trends, customer needs and buying cycles to better formulate marketing strategy.
This document outlines a brand strategy plan for a company called X Co. that operates in the high-tech security space. It identifies X Co.'s brand positioning by exploring its core belief or "why", core values of how it fulfills that belief, and what it does. It establishes X Co.'s problem statement, brand personality and tagline. The document presents X Co.'s brand architecture organized around its DNA, core values, and offerings. It concludes with X Co.'s brand claim that communicates why customers should buy from X Co. based on how it thinks differently and is dedicated to serving those who protect others through easy to use security solutions.
The document describes the services offered by ARTA:encore, a brand communications firm. They provide integrated marketing communications solutions across various channels. Their services include brand strategy, identity design, advertising, digital marketing, and acting as an extended marketing team. They believe in long-term client partnerships and aim to help clients maximize their potential in today's changing media landscape through agility and compelling brand ideas.
The document discusses the Optimum Excellence Method (OEM), a comprehensive diagnostic method for transforming business performance through organizational, talent, and training excellence. OEM analyzes benchmarks, business processes, and talent/training programs to identify opportunities for improvement. It provides frameworks and solutions across organizational excellence, talent excellence, and training excellence to help businesses optimize performance, streamline operations, and stay ahead of competitors. OEM takes a four-phased approach involving strategic assessment, deep dive diagnostics, defining an excellence roadmap, and implementing transformations. The goal is to help businesses achieve their strategic goals and vision through operational and cultural changes.
The document discusses brand development for a company seeking a competitive advantage. It outlines a process to define the company's brand identity, positioning, culture, and visual appearance. This includes analyzing perceptions of the company, developing a brand vision and values, ensuring employee alignment, and creating branding materials like logos, websites and advertisements. The goal is to clearly communicate the brand's message and differentiation to stakeholders.
The document discusses establishing a Brand Council to ensure strategic decisions align with an organization's brand. A Brand Council is a cross-functional group that addresses brand-related issues. It provides governance over brand creation, challenges, compliance, measurement and culture. The Council should include senior representatives from all departments and be led by a high-level executive. It analyzes how decisions impact the brand and ensures consistency in delivering the brand promise.
The document discusses brand identity and its key aspects. It states that brand identity is a unique set of brand associations that strategists aim to create to represent what the brand stands for and the promise it implies to customers. It identifies some key elements of brand identity as its individuality, long-term goals, consistency, values, basic truths, and recognition signs. The document also presents frameworks for analyzing brand identity, such as the brand identity prism and identifying core identity elements versus extended identity. It emphasizes that an effective brand identity should resonate with customers, provide differentiation or reflect points of parity with competitors, have or gain credibility, and reflect the brand's strategy.
Nishant Choudhary is a goal-driven professional with over 6 years of experience in pre-sales, post-sales, key account management, and product management. He is seeking new assignments in operations, sales, or product management. He has a track record of generating revenue and acquiring new clients.
Similar to Brand strategy executive summary slideshare (20)
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Brand strategy executive summary slideshare
1. Remy Inc. Brand StrategyIdentifying and Delivering the Brand Promise External Version 1.O 8-4-17
2. It is not necessary to change. Survival is not mandatory. ~W. Edwards Deming
3. Agenda Part One: Identifying the Remy Inc. Brand and Promise Vision Mission Strategic Intent Brand Architecture Value Proposition Brand position/promise Decision Part Two: Process to Drive Message Consistency
4. Problem Statement: Confusion Erodes Brand Equity and Value. Fortune contends a 1 point change in a company’s reputation rating scale = $107MM in total market value (average – worlds “Most Admired Companies”) The Economist Intelligence Unit contends that brand/corporate reputation is the single most important risk category The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences. Problem Statement
5. Vision – To be a leading global manufacturer of customer preferred rotating electric systems by leveraging a culture of innovation and customer intimacy. Remy Inc. Vision Statement Current Vision Statement: Remy International Inc. will provide superior value as a global supplier of transportation rotation electronic products featuring innovative eco-friendly technologies. We will build strong partnerships with our customers and other stakeholders, and we will deliver on our commitments with flawless execution, and will be recognized for our industry leadership.
6. Current: No Mission Statement Communicated Remy International is in the rotating electrics business. Remy Inc. Mission Statement Mission: to start, charge and power
7. Remy Inc. Strategic Intent Current: No Strategic Intent Communicated Capture LD applications with key global OEMs Grow Hyundai share globally Regain GMNA position, maintain ROW share Build technical relationship at VW – secure global platforms Expand commercial vehicle reach globally Maintain strong share with new products Grow share in China Earn fair share of aftermarket globally Build Substantial Hybrid Business Become Global Leader for Commercial Vehicle Applications Secure high volume LD program in each region Capture emerging specialty vehicle market share in N. America The Strategic Intent is the roadmap that connects the Mission to the Vision and answers the question “how do we win?” Remy Inc. Strategic Intent
8. Remy Inc. Brand Architecture… A Set of Core Values/Strengths That Unites All Remy Inc. Brands New Old Delco Remy REM Delco Remy Brand Architecture REM REMY REMY The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences.
9. Remy Inc. Brand Architecture (Aaker-Monda Model) Brand Architecture is the Compass for All Remy Initiatives Brand as Symbol Brand as Product Instills confidence Quality Leader (market and innovation) Durability Simplicity CoreStrengths Endurance Bold Reliable Believable brand equity Efficiency focused engineering Rugged Efficient Continually delivering on 100 yr heritage Power density Powerful DNA Powerful Relationships Practical Logical Right product, time and value Strategic Process driven No frills Knowledgeable Disciplined Do what we say, say what we do Transparent Trustworthy Strict cost containment Driven DNA and Core Strengths are Immutable! Win-win relationships Execution Intelligent service Integrity Solutions provider Brand as Organization Brand as Person
10. Value Proposition (Remy Inc.) Focus: singular - rotating electrics. Offering: Innovative, powerful, efficient rotating electrics from a disciplined, knowledgeable and trusted partner. Design: A laser focus on technology, efficiency and total cost of ownership delivering leading, practical, intelligently designed products. Relationships: Customer intimate relationships valued as powerful and strategic, recognized a point of superiority. Support: Anticipating customer needs with superior, differentiated, proactive support throughout all distribution channels. A trusted advisor. Recognized as a point of superiority. Message Development A value proposition should connect on functional and emotional levels.
19. Process options… Establish a “Brand Steering Committee” Mission: to provide global organizational guidance and synchronicity of message, image and standards for all Remy Inc. brands Develop brand message consistency check to existing sign-off process All external communications (T- how to manage global..?) Add brand strategy component to annual marketing plan process Standardize plan format for consistency Strategic Tactical Each BU still responsible for plan development and execution As we expand our reach globally, marketing consistency and process become more important
21. Brand Architecture Vetting… Once developed the Brand Architecture was vetted internally and externally External Internal The architecture is “positioning” (where we want to be) it must be close to the market’s perception of position to be credible. Other include: K Cruse of the Prescient Group and Monda’s colleagues Other include: Griffin, Morrison, Pittas, Stewart