SlideShare a Scribd company logo
Brand Strategy Toolkit Everything you need to define a brand in one place 1.10.07
Overview Only 53% of firms say they have a long-term brand strategy in place .(1) While 80% of advertising and marketing professionals say they are strongly aware of their company's brand positioning, only one fourth of them "...can clearly articulate (their) company's brand position to... clients, customers or prospective clients.“  (2) Strong brands never happen by accident. Yet many companies do not take a disciplined approach to brand planning and execution.  Prophet, Best Practices Survey, 2002 Louws Management Corporation Survey, 2007
Purpose The need for brand building is widely accepted. What is missing is a shared set of tools for creating and implementing an effective brand strategy. This toolkit is designed to be a step-by-step template for marketers and marketing students who understand the importance and principles of branding, but need a common language to implement the process in their organization.
Brand Strategy Defined The  purpose  of a brand strategy is to provide a plan for the systematic development of a strong coherent brand  in order  to enhance revenue and profits. The strategy should be driven by the principles of differentiation and sustained consumer appeal.  “ There is no tool better than the brand for uniting the forces and the stakeholders inside and around your company.”   Thomas Gad,  4-D Branding: Cracking the Corporate Code of the     Network Economy,  2001 “ 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   “ ...ideally, the brand will make black and white decisions not just at the top of the house, but also all the way down the line.” David F. D’Allesandro,  Brand Warfare: 10 Rules for Building the Killer Brand , 2001 The brand strategy should influence the total operation of a business to ensure consistent brand behavior in the marketplace and consistent brand experiences for the customer.
Brand Strategy and Marketing Strategy Brand Strategy is separate from the 4P’s. It guides and inform decisions about every aspect of the marketing mix.  Brand Strategy is an integral part of the overall strategic  marketing  process.  It helps to bridge the gap between business strategy and marketing strategy. I. Corporate Objectives & Brand Portfolio II. Marketing Objectives  III. Brand Strategy Communications Strategy Product and Pricing Strategy Channel and Distribution Strategy IV. Marketing Execution & Monitoring Strategic Marketing Process
Brand Strategy Process Target & Insight Brand Execution  Brand  Elements Competitive  Assessment  Brand  Inventory  Equity  Pyramid Positioning Objectives & Metrics Personality Communications Strategy Brand Experience Map Brand Strategy Brand Audit CRM & Community  Building Points of Parity and Difference The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points. It can be generally thought of as having three stages..
Brand Audit
Target Matrix The  purpose  of the target matrix is to identify and evaluate alternative candidates for equity building in order to ensure the brand focuses on the customers and prospects that offer the greatest potential for increased revenue and profitability.  Satisfaction Role of price Brand Importance Key Influences Barriers/Concerns Decision Process Usage Behavior Decision Criteria or Motivators Size/Profile Lapsed Users Category non-users Competitive Brand Users Current Brand Users
Decision-Drivers The  purpose  of laddering is to identify key emotional and rational decision-making variables and their relationship to key benefits and consumer values  in order  to identify the most relevant ideas to consumers.
Target Insight Where to Find Insights The  purpose  of a target insight is to describe how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs  in order  to help identify a relevant brand promise.  Trends Motivations/”Sweet spots” Decision-making process/criteria Higher level benefits Image/Identity gaps New Segments  Unmet needs
Insights Examples Mastercard “Priceless” campaign “ What we found was that people buy things because of how those things make them feel… So the idea is that the item allows you to get to some other place in your life that makes you feel good.” National Youth Anti-Drug Program “Above the Influence” campaign “ We wanted to elevate the conversation to make it more ‘pro-me’ than anti-drug. We know teens are very sensitive to influences, positive and negative, from peers and the media. That’s why we positioned it so teens would see influence as the enemy and marijuana as one of the influences that gets in their way. It’s a way of empowering them so they can stand on their own at a key moment of choice – seeing that they could be above the influence.”
Brand Inventory Heritage/Historical Positionings (existing products) Brand Identity logos, icons or symbols Secondary associations Gaps between identity and image Organizational strengths Brand Values/Vision Product performance claims, proprietary technology/patents Third-party ratings or endorsements Where to Find Assets or Gaps The  purpose  of the brand inventory is to identify existing or potential assets that can be leveraged or gaps that need to be addressed  in order  to build on or create sustainable points of differentiation.
Points of Parity and Difference Brand   Consumers Competition Our  PODs Potential Brand Differences POPs Points of Parity (Category Benefits) Competitive Brand Differences Their PODs Wants and Needs The  purpose  of a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating.  The  purpose  of a POP’s analysis is to identify which category benefits are critical for  establishing credibility.
Brand Strategy
Brand Pyramid The  purpose  of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for  in order to  guide the process of building brand equity. It is the basis for determining key elements of the brand strategy – brand vision, brand positioning, and brand personality and brand measurement.   Identity Relationship Response Meaning Brand Equity Pyramid  The model was developed by Kevin Keller, professor of brand strategy at Dartmouth, based on his ‘Customer Based Brand Equity Model’ (CBBE). Keller is the author of two definitive texts on brand building. The pyramid is just one of 4-5 leading representations of the components of brand equity. Other models include Y&R’s Brand Asset Valuator, Millward Brown’s BrandDynamics model, etc. While each model has its adherents, upon closer scrutiny, they are all very similar in their content and purpose. Whichever is selected, what is important is that it provide a shared basis for understanding what is meant by ‘brand equity’ and how this construct applies to your brand.   Resonance Consumer Judgments Consumer  Feelings Brand Imagery Brand Performance Salience
Brand Positioning The  purpose  of brand positioning is to explain how the brand will create a sustainable competitive advantage in the minds of prospects & customers  in order  to win loyal customers and ensure revenue and profits.   For (Target), (Brand/Company) is the only/best (consumer frame of reference) that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point). Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
Positioning Building Blocks BENEFIT Category definition Need state or problem Product quality or value  Most Reputable Company Service or delivery difference Homeowners/Business owners Adults 35+; HHI $50,000+ Aware of ------ Experiencing ----- SUPPORT TARGET FRAME OF REFERENCE
Positioning Examples For women concerned about perspiration wetness, Secret is the one brand of antiperspirant that is strong enough for a man but gentle enough for a woman. For adults concerned about oral hygiene, Listerine is the one brand of mouthwash that not only stops bad breath but also helps prevent gum disease.  For adult cold suffers, Nyquil is the one brand of cold remedy that effectively prevents cold symptoms at night so one can sleep. For financially constrained college intenders, PNC is the only university in NW IN that provides both a prestigious, marketable degree  and  a more authentic, “real college” experience.
Brand Personality The  purpose  of brand personality is to ensure a brand behaves in a way that is consistent with its values  in order  to increase its appeal and create greater affinity with its target.  Brand personality can also help to differentiate a brand’s imagery relative to competitors.   What Brand is: What Brand is NOT:
Brand Execution
Brand Elements Brand Name Brand Logos and Icons Colors Symbols Music/Earcons Celebrities or Personalities Advertising slogans and jingles Brand Alliances/Secondary Associations Co-branding Licensing Sponsorship Event Marketing Celebrity Endorsement Third-party Endorsements
Integrated Communications Strategy Current Beliefs Current Actions Message Desired Belief Desired Actions The  purpose  of a communications strategy is to ensure all communications are unified around a compelling brand idea  in order  maximize the consistency and efficiency of brand building communications.
IMC Strategy Example Current Actions Buy whichever sport drink is on sale Message Gatorade is the only sports drink that is backed by years of research Desired Belief Gatorade is better than other sports drinks  Desired Actions Buy Gatorade even when other brands are on sale Current Beliefs All sport drinks are the same  Target:  Moms with kids 8-17 who purchase sports drinks at supermarkets
The  purpose  of the Brand Experience Touchpoint Cycle is to map the points of interaction that influence customer behavior and brand perceptions through the customer lifecycle  in order to  identify and optimize high-impact customer touchpoints.  Brand Experience Brand Experience and Touch Point Cycle Post Usage Pre-Purchase Experience Usage Experience Brand-Customer Relationship
The smartest marketers have realized that it is possible for communities to be formed around brands and are helping nurture the process.  A whole new way to sell things that is beyond both mass marketing or narrowcast, one-to-one strategies. Requires “supporting”, “nurturing”, “listening” and “validating” the group that is participating in your brand.  Community Building
For more information, contact: Carol Phillips BrandAmplitude, LLC [email_address] 269-429-6526

More Related Content

What's hot

Brand Strategy
Brand StrategyBrand Strategy
Brand Strategy
Dean Harris
 
Zag brand strategy
Zag   brand strategyZag   brand strategy
Zag brand strategy
johnecooper
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand Strategy
Sakshi Singh
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week One
Idris Mootee
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
Leslie Turley
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
Mitya Voskresensky
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
Griffin Farley
 
Marketing Execution workshop
Marketing Execution workshopMarketing Execution workshop
Marketing Execution workshop
Beloved Brands Inc.
 
The Power of Brand Strategy
The Power of Brand Strategy The Power of Brand Strategy
The Power of Brand Strategy
Designit
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
Sytse Kooistra
 
Branding Workshop
Branding WorkshopBranding Workshop
Branding Workshop
Marc Binkley
 
Brand Positioning Workshop
Brand Positioning WorkshopBrand Positioning Workshop
Brand Positioning Workshop
Beloved Brands Inc.
 
Tbwa speech
Tbwa speechTbwa speech
Tbwa speech
Peterson Tran
 
Smart strategic thinking for Marketers
Smart strategic thinking for MarketersSmart strategic thinking for Marketers
Smart strategic thinking for Marketers
Beloved Brands Inc.
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief Workshop
Beloved Brands Inc.
 
The Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierThe Brand Gap by Marty Neumeier
The Brand Gap by Marty Neumeier
GRECO Consulting
 
Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013
Panelteam
 
Branding 101: Building a strong brand
Branding 101: Building a strong brand Branding 101: Building a strong brand
Branding 101: Building a strong brand
Stephanie Chacharon
 
Brand Workshop Outline
Brand Workshop OutlineBrand Workshop Outline
Brand Workshop Outline
adampurvis
 
Creating a beloved brand
Creating a beloved brandCreating a beloved brand
Creating a beloved brand
Beloved Brands Inc.
 

What's hot (20)

Brand Strategy
Brand StrategyBrand Strategy
Brand Strategy
 
Zag brand strategy
Zag   brand strategyZag   brand strategy
Zag brand strategy
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand Strategy
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week One
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
 
Marketing Execution workshop
Marketing Execution workshopMarketing Execution workshop
Marketing Execution workshop
 
The Power of Brand Strategy
The Power of Brand Strategy The Power of Brand Strategy
The Power of Brand Strategy
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
 
Branding Workshop
Branding WorkshopBranding Workshop
Branding Workshop
 
Brand Positioning Workshop
Brand Positioning WorkshopBrand Positioning Workshop
Brand Positioning Workshop
 
Tbwa speech
Tbwa speechTbwa speech
Tbwa speech
 
Smart strategic thinking for Marketers
Smart strategic thinking for MarketersSmart strategic thinking for Marketers
Smart strategic thinking for Marketers
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief Workshop
 
The Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierThe Brand Gap by Marty Neumeier
The Brand Gap by Marty Neumeier
 
Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013Lovemarks Presentation - Brand Pioneers April 9 2013
Lovemarks Presentation - Brand Pioneers April 9 2013
 
Branding 101: Building a strong brand
Branding 101: Building a strong brand Branding 101: Building a strong brand
Branding 101: Building a strong brand
 
Brand Workshop Outline
Brand Workshop OutlineBrand Workshop Outline
Brand Workshop Outline
 
Creating a beloved brand
Creating a beloved brandCreating a beloved brand
Creating a beloved brand
 

Viewers also liked

From product brands to concept brands the evolution of brand management
From product brands to concept brands  the evolution of brand managementFrom product brands to concept brands  the evolution of brand management
From product brands to concept brands the evolution of brand management
Drthomasbrand Limited
 
Spotify social media strategy
Spotify social media strategySpotify social media strategy
Spotify social media strategy
Pei Chieh Kao
 
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEESSTRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
Seanpaul Walsh
 
How to create Design Strategy for a brand
How to create Design Strategy for a brandHow to create Design Strategy for a brand
How to create Design Strategy for a brand
bala murugan
 
Brand Masterclass Week Seven
Brand Masterclass Week SevenBrand Masterclass Week Seven
Brand Masterclass Week Seven
Idris Mootee
 
Get started with design research
Get started with design researchGet started with design research
Get started with design research
IHan Cheng
 
How to develop a digital strategy
How to develop a digital strategyHow to develop a digital strategy
How to develop a digital strategy
FUSE Marketing Group
 
Marketing Planning Tutorial
Marketing Planning TutorialMarketing Planning Tutorial
Marketing Planning Tutorial
DWS Associates
 
Umbrella Branding
Umbrella BrandingUmbrella Branding
Umbrella Branding
Nitish Pande
 
The Strategic Designer Brand Strategy Development Workshop
The Strategic Designer Brand Strategy Development WorkshopThe Strategic Designer Brand Strategy Development Workshop
The Strategic Designer Brand Strategy Development Workshop
dbholston
 
Ideal Brand Plan
Ideal Brand PlanIdeal Brand Plan
Ideal Brand Plan
Beloved Brands Inc.
 
Brand Plan Workshop
Brand Plan WorkshopBrand Plan Workshop
Brand Plan Workshop
Beloved Brands Inc.
 
Developing a Brand Strategy
Developing a Brand StrategyDeveloping a Brand Strategy
Developing a Brand Strategy
Lipman Hearne Inc.
 
Beloved Brands: Who are we?
Beloved Brands: Who are we?Beloved Brands: Who are we?
Beloved Brands: Who are we?
Beloved Brands Inc.
 
How to Write a Marketing Plan: A Comprehensive Guide with Templates
How to Write a Marketing Plan: A Comprehensive Guide with TemplatesHow to Write a Marketing Plan: A Comprehensive Guide with Templates
How to Write a Marketing Plan: A Comprehensive Guide with Templates
Vital Design
 

Viewers also liked (15)

From product brands to concept brands the evolution of brand management
From product brands to concept brands  the evolution of brand managementFrom product brands to concept brands  the evolution of brand management
From product brands to concept brands the evolution of brand management
 
Spotify social media strategy
Spotify social media strategySpotify social media strategy
Spotify social media strategy
 
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEESSTRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
STRATEGIC MARKETING PLAN AND AUDIT - BURTS BEES
 
How to create Design Strategy for a brand
How to create Design Strategy for a brandHow to create Design Strategy for a brand
How to create Design Strategy for a brand
 
Brand Masterclass Week Seven
Brand Masterclass Week SevenBrand Masterclass Week Seven
Brand Masterclass Week Seven
 
Get started with design research
Get started with design researchGet started with design research
Get started with design research
 
How to develop a digital strategy
How to develop a digital strategyHow to develop a digital strategy
How to develop a digital strategy
 
Marketing Planning Tutorial
Marketing Planning TutorialMarketing Planning Tutorial
Marketing Planning Tutorial
 
Umbrella Branding
Umbrella BrandingUmbrella Branding
Umbrella Branding
 
The Strategic Designer Brand Strategy Development Workshop
The Strategic Designer Brand Strategy Development WorkshopThe Strategic Designer Brand Strategy Development Workshop
The Strategic Designer Brand Strategy Development Workshop
 
Ideal Brand Plan
Ideal Brand PlanIdeal Brand Plan
Ideal Brand Plan
 
Brand Plan Workshop
Brand Plan WorkshopBrand Plan Workshop
Brand Plan Workshop
 
Developing a Brand Strategy
Developing a Brand StrategyDeveloping a Brand Strategy
Developing a Brand Strategy
 
Beloved Brands: Who are we?
Beloved Brands: Who are we?Beloved Brands: Who are we?
Beloved Brands: Who are we?
 
How to Write a Marketing Plan: A Comprehensive Guide with Templates
How to Write a Marketing Plan: A Comprehensive Guide with TemplatesHow to Write a Marketing Plan: A Comprehensive Guide with Templates
How to Write a Marketing Plan: A Comprehensive Guide with Templates
 

Similar to Brand Strategy Toolkit

Brand strategy toolkit
Brand strategy toolkitBrand strategy toolkit
Brand strategy toolkit
Adrian Monoranu
 
Brand strategy & building tool kit
Brand strategy & building tool kitBrand strategy & building tool kit
Brand strategy & building tool kit
Reggie Aspelund
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Gobind Raj Aulakh
 
Brand Mgt.pdf
Brand Mgt.pdfBrand Mgt.pdf
Brand Mgt.pdf
SunilPatel387007
 
ABM Session 9.pptx
ABM Session 9.pptxABM Session 9.pptx
ABM Session 9.pptx
tamishgupta3
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
bikram120
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
dipakbharuka
 
Brand management unit 1
Brand management unit 1Brand management unit 1
Brand management unit 1
Dnyan Bharti society/BMS,Dahanu
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
deewakar
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentation
vijaydh
 
Najih suraya creating brand equity
Najih suraya creating brand equityNajih suraya creating brand equity
Najih suraya creating brand equity
Najih Suraya
 
Brand planning
Brand planningBrand planning
Brand planning
precious nicks
 
Brand Management
Brand ManagementBrand Management
Brand Management
akbar bhatti
 
Brand Management-MBA-unit 1
Brand Management-MBA-unit 1Brand Management-MBA-unit 1
Brand Management-MBA-unit 1
Scaria Thomas Kadavil-STK
 
About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com
speakerhead-com
 
Marketing for Small Business
Marketing for Small BusinessMarketing for Small Business
Marketing for Small Business
TwoCents Group
 
What Is Branding?
What Is Branding?What Is Branding?
What Is Branding?
bratram
 
Brand Management - Module 1 Notes
Brand Management - Module 1 NotesBrand Management - Module 1 Notes
Brand Management - Module 1 Notes
Bella Meraki
 
Management of a Retail brand
Management of a Retail brandManagement of a Retail brand
Management of a Retail brand
Navin Raj Saroj
 
Session 14 MG 220 BBA - 4 Oct 10
Session 14  MG 220 BBA - 4 Oct 10Session 14  MG 220 BBA - 4 Oct 10
Session 14 MG 220 BBA - 4 Oct 10
Muhammad Talha Salam
 

Similar to Brand Strategy Toolkit (20)

Brand strategy toolkit
Brand strategy toolkitBrand strategy toolkit
Brand strategy toolkit
 
Brand strategy & building tool kit
Brand strategy & building tool kitBrand strategy & building tool kit
Brand strategy & building tool kit
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
 
Brand Mgt.pdf
Brand Mgt.pdfBrand Mgt.pdf
Brand Mgt.pdf
 
ABM Session 9.pptx
ABM Session 9.pptxABM Session 9.pptx
ABM Session 9.pptx
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Brand management unit 1
Brand management unit 1Brand management unit 1
Brand management unit 1
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Brand Equity Presentation
Brand Equity PresentationBrand Equity Presentation
Brand Equity Presentation
 
Najih suraya creating brand equity
Najih suraya creating brand equityNajih suraya creating brand equity
Najih suraya creating brand equity
 
Brand planning
Brand planningBrand planning
Brand planning
 
Brand Management
Brand ManagementBrand Management
Brand Management
 
Brand Management-MBA-unit 1
Brand Management-MBA-unit 1Brand Management-MBA-unit 1
Brand Management-MBA-unit 1
 
About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com
 
Marketing for Small Business
Marketing for Small BusinessMarketing for Small Business
Marketing for Small Business
 
What Is Branding?
What Is Branding?What Is Branding?
What Is Branding?
 
Brand Management - Module 1 Notes
Brand Management - Module 1 NotesBrand Management - Module 1 Notes
Brand Management - Module 1 Notes
 
Management of a Retail brand
Management of a Retail brandManagement of a Retail brand
Management of a Retail brand
 
Session 14 MG 220 BBA - 4 Oct 10
Session 14  MG 220 BBA - 4 Oct 10Session 14  MG 220 BBA - 4 Oct 10
Session 14 MG 220 BBA - 4 Oct 10
 

Recently uploaded

Pricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematicsPricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematics
Matteo Carbone
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
rihabkorbi24
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
itnewsafrica
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
zoyaws1
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
UnheardShayari
 
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
itnewsafrica
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
James AH Campbell
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
➑➌➋➑➒➎➑➑➊➍
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
projectseasy
 
Torajatoto : Aman Terpercaya Di indonesia
Torajatoto : Aman Terpercaya Di indonesiaTorajatoto : Aman Terpercaya Di indonesia
Torajatoto : Aman Terpercaya Di indonesia
olivcakep2
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
PhysicsUtu
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
brojjeddah
 
Millionaire track government application
Millionaire track government applicationMillionaire track government application
Millionaire track government application
pragyasharma659549
 
1234567891011121314151617181920212223242
12345678910111213141516171819202122232421234567891011121314151617181920212223242
1234567891011121314151617181920212223242
fauzanal343
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Aggregage
 
STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
mcynthus
 

Recently uploaded (20)

Pricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematicsPricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematics
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
 
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
 
Torajatoto : Aman Terpercaya Di indonesia
Torajatoto : Aman Terpercaya Di indonesiaTorajatoto : Aman Terpercaya Di indonesia
Torajatoto : Aman Terpercaya Di indonesia
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
 
Millionaire track government application
Millionaire track government applicationMillionaire track government application
Millionaire track government application
 
1234567891011121314151617181920212223242
12345678910111213141516171819202122232421234567891011121314151617181920212223242
1234567891011121314151617181920212223242
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
 
STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
 

Brand Strategy Toolkit

  • 1. Brand Strategy Toolkit Everything you need to define a brand in one place 1.10.07
  • 2. Overview Only 53% of firms say they have a long-term brand strategy in place .(1) While 80% of advertising and marketing professionals say they are strongly aware of their company's brand positioning, only one fourth of them "...can clearly articulate (their) company's brand position to... clients, customers or prospective clients.“ (2) Strong brands never happen by accident. Yet many companies do not take a disciplined approach to brand planning and execution. Prophet, Best Practices Survey, 2002 Louws Management Corporation Survey, 2007
  • 3. Purpose The need for brand building is widely accepted. What is missing is a shared set of tools for creating and implementing an effective brand strategy. This toolkit is designed to be a step-by-step template for marketers and marketing students who understand the importance and principles of branding, but need a common language to implement the process in their organization.
  • 4. Brand Strategy Defined The purpose of a brand strategy is to provide a plan for the systematic development of a strong coherent brand in order to enhance revenue and profits. The strategy should be driven by the principles of differentiation and sustained consumer appeal. “ There is no tool better than the brand for uniting the forces and the stakeholders inside and around your company.” Thomas Gad, 4-D Branding: Cracking the Corporate Code of the Network Economy, 2001 “ 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 “ ...ideally, the brand will make black and white decisions not just at the top of the house, but also all the way down the line.” David F. D’Allesandro, Brand Warfare: 10 Rules for Building the Killer Brand , 2001 The brand strategy should influence the total operation of a business to ensure consistent brand behavior in the marketplace and consistent brand experiences for the customer.
  • 5. Brand Strategy and Marketing Strategy Brand Strategy is separate from the 4P’s. It guides and inform decisions about every aspect of the marketing mix. Brand Strategy is an integral part of the overall strategic marketing process. It helps to bridge the gap between business strategy and marketing strategy. I. Corporate Objectives & Brand Portfolio II. Marketing Objectives III. Brand Strategy Communications Strategy Product and Pricing Strategy Channel and Distribution Strategy IV. Marketing Execution & Monitoring Strategic Marketing Process
  • 6. Brand Strategy Process Target & Insight Brand Execution Brand Elements Competitive Assessment Brand Inventory Equity Pyramid Positioning Objectives & Metrics Personality Communications Strategy Brand Experience Map Brand Strategy Brand Audit CRM & Community Building Points of Parity and Difference The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points. It can be generally thought of as having three stages..
  • 8. Target Matrix The purpose of the target matrix is to identify and evaluate alternative candidates for equity building in order to ensure the brand focuses on the customers and prospects that offer the greatest potential for increased revenue and profitability. Satisfaction Role of price Brand Importance Key Influences Barriers/Concerns Decision Process Usage Behavior Decision Criteria or Motivators Size/Profile Lapsed Users Category non-users Competitive Brand Users Current Brand Users
  • 9. Decision-Drivers The purpose of laddering is to identify key emotional and rational decision-making variables and their relationship to key benefits and consumer values in order to identify the most relevant ideas to consumers.
  • 10. Target Insight Where to Find Insights The purpose of a target insight is to describe how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs in order to help identify a relevant brand promise. Trends Motivations/”Sweet spots” Decision-making process/criteria Higher level benefits Image/Identity gaps New Segments Unmet needs
  • 11. Insights Examples Mastercard “Priceless” campaign “ What we found was that people buy things because of how those things make them feel… So the idea is that the item allows you to get to some other place in your life that makes you feel good.” National Youth Anti-Drug Program “Above the Influence” campaign “ We wanted to elevate the conversation to make it more ‘pro-me’ than anti-drug. We know teens are very sensitive to influences, positive and negative, from peers and the media. That’s why we positioned it so teens would see influence as the enemy and marijuana as one of the influences that gets in their way. It’s a way of empowering them so they can stand on their own at a key moment of choice – seeing that they could be above the influence.”
  • 12. Brand Inventory Heritage/Historical Positionings (existing products) Brand Identity logos, icons or symbols Secondary associations Gaps between identity and image Organizational strengths Brand Values/Vision Product performance claims, proprietary technology/patents Third-party ratings or endorsements Where to Find Assets or Gaps The purpose of the brand inventory is to identify existing or potential assets that can be leveraged or gaps that need to be addressed in order to build on or create sustainable points of differentiation.
  • 13. Points of Parity and Difference Brand Consumers Competition Our PODs Potential Brand Differences POPs Points of Parity (Category Benefits) Competitive Brand Differences Their PODs Wants and Needs The purpose of a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating. The purpose of a POP’s analysis is to identify which category benefits are critical for establishing credibility.
  • 15. Brand Pyramid The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for in order to guide the process of building brand equity. It is the basis for determining key elements of the brand strategy – brand vision, brand positioning, and brand personality and brand measurement. Identity Relationship Response Meaning Brand Equity Pyramid The model was developed by Kevin Keller, professor of brand strategy at Dartmouth, based on his ‘Customer Based Brand Equity Model’ (CBBE). Keller is the author of two definitive texts on brand building. The pyramid is just one of 4-5 leading representations of the components of brand equity. Other models include Y&R’s Brand Asset Valuator, Millward Brown’s BrandDynamics model, etc. While each model has its adherents, upon closer scrutiny, they are all very similar in their content and purpose. Whichever is selected, what is important is that it provide a shared basis for understanding what is meant by ‘brand equity’ and how this construct applies to your brand. Resonance Consumer Judgments Consumer Feelings Brand Imagery Brand Performance Salience
  • 16. Brand Positioning The purpose of brand positioning is to explain how the brand will create a sustainable competitive advantage in the minds of prospects & customers in order to win loyal customers and ensure revenue and profits. For (Target), (Brand/Company) is the only/best (consumer frame of reference) that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point). Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
  • 17. Positioning Building Blocks BENEFIT Category definition Need state or problem Product quality or value Most Reputable Company Service or delivery difference Homeowners/Business owners Adults 35+; HHI $50,000+ Aware of ------ Experiencing ----- SUPPORT TARGET FRAME OF REFERENCE
  • 18. Positioning Examples For women concerned about perspiration wetness, Secret is the one brand of antiperspirant that is strong enough for a man but gentle enough for a woman. For adults concerned about oral hygiene, Listerine is the one brand of mouthwash that not only stops bad breath but also helps prevent gum disease. For adult cold suffers, Nyquil is the one brand of cold remedy that effectively prevents cold symptoms at night so one can sleep. For financially constrained college intenders, PNC is the only university in NW IN that provides both a prestigious, marketable degree and a more authentic, “real college” experience.
  • 19. Brand Personality The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in order to increase its appeal and create greater affinity with its target. Brand personality can also help to differentiate a brand’s imagery relative to competitors. What Brand is: What Brand is NOT:
  • 21. Brand Elements Brand Name Brand Logos and Icons Colors Symbols Music/Earcons Celebrities or Personalities Advertising slogans and jingles Brand Alliances/Secondary Associations Co-branding Licensing Sponsorship Event Marketing Celebrity Endorsement Third-party Endorsements
  • 22. Integrated Communications Strategy Current Beliefs Current Actions Message Desired Belief Desired Actions The purpose of a communications strategy is to ensure all communications are unified around a compelling brand idea in order maximize the consistency and efficiency of brand building communications.
  • 23. IMC Strategy Example Current Actions Buy whichever sport drink is on sale Message Gatorade is the only sports drink that is backed by years of research Desired Belief Gatorade is better than other sports drinks Desired Actions Buy Gatorade even when other brands are on sale Current Beliefs All sport drinks are the same Target: Moms with kids 8-17 who purchase sports drinks at supermarkets
  • 24. The purpose of the Brand Experience Touchpoint Cycle is to map the points of interaction that influence customer behavior and brand perceptions through the customer lifecycle in order to identify and optimize high-impact customer touchpoints. Brand Experience Brand Experience and Touch Point Cycle Post Usage Pre-Purchase Experience Usage Experience Brand-Customer Relationship
  • 25. The smartest marketers have realized that it is possible for communities to be formed around brands and are helping nurture the process. A whole new way to sell things that is beyond both mass marketing or narrowcast, one-to-one strategies. Requires “supporting”, “nurturing”, “listening” and “validating” the group that is participating in your brand. Community Building
  • 26. For more information, contact: Carol Phillips BrandAmplitude, LLC [email_address] 269-429-6526