Branding Process

Branding Process

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  Branding Project Overview MonirehDinarvand-Spring1395
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  ‫می‬ ‫تبدیل‬ ‫استراتژیک‬‫ابزار‬ ‫قدرتمندترین‬ ‫به‬ ‫برند‬ ،‫توسعه‬ ‫زمان‬ ‫از‬‫ش‬‫ود‬ ‫نویمیر‬ ‫مارتی‬
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  What Is Branding? Abrand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets Branding Project Overview Monireh Dinarvand-Spring1395
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  THE BIG WHY BrandingProject Overview Monireh Dinarvand-Spring1395
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  The Difference BetweenMarketing and Branding There is a spectrum of opinions here, but in my view, marketing is actively promoting a product or service. It’s a push tactic. It’s pushing out a message to get sales results: “Buy our product because it’s better than theirs.” (Or because it’s cool, or because this celebrity likes it, or because you have this problem and this thing will fix it, etc.) This is oversimplification, but that’s it in a nutshell. This is not branding. Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not. Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Strategy(DNA) Research & Analaysis Strategy Design Messaging Branding Process Assets Essence 1 2 3 4 56 BrandingProject Overview Monireh Dinarvand-Spring1395
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  Research & Analysis BrandAudit Competitor Analysis Internal Analaysis Customer Research Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Strategy Understanding the business •Mission& Vision •Goals •Environment Understanding the audience •Segments •Attitudes •Beliefs •Values •Behaviors Competitive positioning •Cost •Focus •Differentiation Creative development •Verbal identity •Visual identity Brand evaluation •Internal Alignment •Audience awareness •Business performance Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Design Environment Exhibitions Signage Events DirectResponse List Management Print& Email Online/Multimedia Website Video Animations Presentation Hosting Advertising In situational Advertising Product Advertising Print E-Mails Brochures Annual Reports Promotions Packaging Event Collateral Magazines Newsletters/pape rs Architecture Brand Portfolio Portfolio Rules Portfolio Graphics Product Market Context Roles Brand Portfolio Structure Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Essence "Brand essenceis a phrase that communicates the fundamental nature of a trade name associated with one or more products made by the same company. A business marketing team will often spend considerable time developing effective ways of expressing the brand essence of their company's various brands by highlighting the unique benefits provided that pertain to the values of its target subculture." Brand essence model diagram visually display key points of brand essence in easy to understand form Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Essence Digital& Physical Touch Points Every touchpoint in your service model is part of the client experience. From initial contact to stationary to training materials, every touchpoint must create a positive experience and maintain a consistent message. Well considered, touchpoints help build an effective brand and generate new business, giving you an edge over the competition. Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Essence TouchpointWheel Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Assets Soft Assets Equity Awareness Experience Identity Position Strategy Reputation Personality &Value Perception Preference Hard Assets Patents, Copyrights & Trademarks Licensing Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Message Brand messagingrefers to the underlying value proposition conveyed and language used in your content. It's what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product. Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Project Overview MonirehDinarvand-Spring1395
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  Brand Management brand managementis 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. A brand manager would oversee all of these things. Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Management Branding ProjectOverview Monireh Dinarvand-Spring1395
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  Brand Management Branding ProjectOverview Monireh Dinarvand-Spring1395
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  Market Research & Analysis Branding Strategy Brand Design Brand Essence Brand Assets Brand Message Brand Management Brand ManagementProcess Overview Gantt Chart Branding Project Overview Monireh Dinarvand-Spring1395
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  Market Research &Analysis Brand Audit Competitor Analysis Internal Analysis Customer Reserach Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Strategy Understanding thebusiness Mission & Vision Goals Environment Analysis Understanding the Audience Segmentation/Targeting Attitudes Beliefs Behaviors Competitive Positioning Cost Focus Differentiation Creative Development Verbal Identity Visual Identity Brand Evaluation Internal Alignment Audience Awareness Business Performance Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Design Architecture Brand PortfolioPortfolio Rules Portfolio Graphics Product Market Context Roles Brand Portfolio Structure Print E-Mails Brochures Annual Reports Promotions Packaging Event Collateral Magazines Newsletters/pape rs Advertising In situational Advertising Product Advertising Online/Multimedia Website Video Animations Presentation Hosting Direct Response List Management Print & Email Environment Exhibitions Signage Events Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Essence Brand Attributes Brand Benefits Organisation alCulture Brand Positioning Brand Personality Value Proposition Brand Vision & Objectives Name & Symbol Internal & External Touch Points Brand Essence Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Assets Soft Assets Equity Awareness Experience Identity Position Strategy Reputation Personality& Value Perception Preference Hard Assets Patents, Copyrights & Trademarks Licensing Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Message CoreMessage Employee Message Prospective Employee Message Community Message Media Message Referral Source Message Client Message Prospective Client Message Branding Project Overview Monireh Dinarvand-Spring1395
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  Asia Tech BrandManagement Process Managing and Monitoring Brand Assets Managing and Monitoring Brand Strength Managing and Monitoring Brand Value MarketStrength •Share •Leadership •Price Premium •Penetration •Growth Rate ConsumerStrength •Loyalty •Recall •Purchase Intent Branding Project Overview Monireh Dinarvand-Spring1395
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  Key Words • Brand Thebrand is and has been defined in many different ways over the years, depending on the perspective from which the brand is perceived. Often that depends on the academic background of the author/originator of the different definitions. In the classical definition, the brand is linked to the identification of a product and the differentiation from its competitors, through the use of a certain name, logo, design or other visual signs and symbols. The American Marketing Association (AMA) defined the brand in 1960 as: A name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors.  Brand architecture Brand architecture is the structure that organizes the brand portfolio. It defines brand roles and relationships among a company’s brands, e.g. the role between a car brand and the model brand (as in Volkswagen Golf). Some corporations choose to communicate the corporate brand to the market while others choose to market product brands to specific segments and keep the corporate brand in the background. According to Olins (1990) a brand architecture can be structured in three main ways. Monolithic brand structure equals a structure where the company relies solely on a corporate brand, at the other end of the spectrum there are the individually branded products and finally the brand architecture can consist of endorsed brands, which are a hybrid, where a corporate brand is used to endorse the corporate brands in the portfolio. Branding Project Overview Monireh Dinarvand-Spring1395
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  • Brand audit Abrand audit assesses the health of a brand. Typically, it consists of a brand inventory and a brand exploratory. The brand inventory is a detailed internal description of exactly how the brand has been marketed. The brand exploratory is an external investigation of what the brand means to consumers (through focus groups and other marketing research techniques). • Brand community A brand community is a social entity where consumers interact socially with a brand as the pivotal point of their interaction. Brand communities take place in Internet-based settings, in geographically bound clubs, and at so-called brandfests (social gatherings arranged by the marketer). The emergence of brand communities implies a shift in negotiation power between marketer and consumer as consumers claim more power when acting in groups. • Brand culture Brand culture is a term that has been increasingly used over the last few years. It sometimes refers to the organizational culture of the brand and sometimes to the brand as part of the broader cultural landscape. Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Brand equity thegoal for any brand manager is to endow products and/or services with brand equity (Park and Srinivasan 1994; Farquhar 1989). Brand equity defines the value of the brand and can refer to two understandings of brand value, namely a strategic, subjective understanding or brand equity as a financial, objective expression of the value of the brand. In the financial understanding of brand equity, the concept is a way to account for how much value a brand holds. Brand equity is one of the intangible entries on the balance sheet (like goodwill and know-how). Being able to account for how much the brand holds is extremely important, both in relation to financial statements, mergers, acquisitions, and as a tool for brand managers to argue their case. The subjective understanding of brand equity refers to the consumers’ perception of the brand and is strategically valuable for brand management. Consumers are the ones who experience the brand, and their perception of brand equity can be defined as: ‘A consumer perceives a brand’s equity as the value added to the functional product or service by associating it with the brand name’ (Aaker and Biel 1993 p. 2). • Brand essence Most academic brand management authors agree that every brand has an identity and that every brand identity contains an essence (DNA or kernel) that is the very core of the brand. The brand essence is most often an abstract idea or sentence summarizing what is the heart and soul of the brand. In order for the brand not to become compromized, the brand essence should stay the same over the course of time and no marketing actions that will compromise the brand essence should be Key words in brand management. Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Brand extensions Abrand can be extended into new product categories. Brand extensions are often necessary when adapting to changes in the environment or in order to reap the full benefits of a strong brand. Extensions have many benefits. In the beginning, brand extensions were used as a strategic tool mainly to enter new markets (Aaker and Keller 1990). Today, brand extensions are also used to underpin and develop the brand to meet market changes. A successful brand extension should respect the brand essence and thereby be based on the core of the brand and be true to the brand vision. If a brand is extended to a product category or to clients in a way that does not at all consider the core of the original brand, both brands risk dilution. Brand genealogy A genealogist ,uncovers family histories and constructs family trees. Brand genealogy is a managerial mindset introduced in the cultural branding model (Holt 2004) where the brand manager goes back and uncovers the brand’s history. In the cultural approach, it is assumed that brands play important roles in mainstream culture and that the ways they play these roles determine their level of success. • Brand identity Brand identity refers to the identity of the brand. There are many different perceptions of what the brand identity consists of. But the more common definition of brand identity is that it is; ‘a set of associations the brand strategist seek to create or maintain’ (Aaker and Joachimsthaler 2002, p. 43). The brand identity is hence Setting the scene something that the marketer ‘has’ as well as something he tries to create through the right brand strategy. The brand identity must express the particular vision and uniqueness of the brand – what the brand stands for basically, and the brand identity must be of a long-lasting or permanent nature. If the brand identity is both unique, distinct, and a clear expression of what the brand is all about as well as long-lasting, then it can create the basis of a solid, coherent and long-lasting brand and be the driver of all brand-related activities. Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Brand image Theimage of the brand is the perception of the brand by consumers. The goal of working strategically with brand image is to ensure that consumers hold strong and favourable associations of the brand in their minds. The brand image typically consists of multiple concepts: perception, because the brand is perceived; cognition, because that brand is cognitively evaluated; and finally attitude, because consumers continuously after perceiving and evaluating what they perceive form attitudes about the brand (Aaker and Joachimsthaler 2002, p. 43; Keller 1993, 2003; Grunig 1993). Brand image is the pivotal point of the consumer-based approach . • Brand loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping experience. • Brand personality Consumers display a tendency to endow brands with human-like personalities. Working strategically with brand personalities has been a widespread practice for many years. The Big Five of human personality psychology and Jungian archetypes are frameworks often implied to deepen the symbolic exchange between brands and consumers. Brand personality is part of most identity systems in the traditional brand management books. Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Brand portfolio Abrand portfolio is the range of brands a company has in the market. How the brand portfolio is managed relates to strategic issues of brand architecture, market Key words in brand management , segmentation and product versus corporate branding. Brand Management: Research, Theory and Practice does not touch upon this subject.  Brand positioning The idea of brand positioning is based on the assumption that consumers have limited mind space for commercial messages and that the most successful brands hence are the ones able to position themselves in the minds of consumers by adapting the most congruent and consistent commercial message. • Brand relation The relationship metaphor has been added to the general vocabulary of brand management after having been associated with business-to-business marketing for a number of years. Consumers can perceive certain brands as viable relationship partners and achieving that position can be an important goal in the brand management process. Brand relation (like brand personality) is also part of the traditional brand identity models. Understanding brand relationships implies a deeper understanding of brand loyalty as the brand relation provides an understanding of how and why the brand is consumed, where brand loyalty answers if the brand is being consumed. Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Brand strategy Theaim of a brand strategy is to enhance the internal and external opportunities of the brand. The brand strategy must be strategic, visionary and proactive rather than tactical and reactive. Each brand must find its own holy grail to success – in the shape of a unique and relevant brand identity and brand vision, which are the first elements that must be in place when developing a brand strategy. The brand vision is brought to life through a customized brand strategy able to release the full potential of the brand. Brand managers must have long-term rather than a shortterm focus. If the performance of the brand is based on quarterly sales figures, chances are that the brand strategy will end up being much more tactical than strategic, without enough visionary thinking to drive the growth and the strength of the brand in the future. A prerequisite for making the brand strategy work is that it is closely linked to the business strategy. This means that the brand and the brand strategy should not be perceived as something other than or as an addition to business strategy developed at late stages in a product launch for example. In an ideal world, business and brand strategy should be developed simultaneously and support each other. The brand vision must also resonate with consumers and differentiate the brand from competitors. Once the brand vision has been established, a customized range of elements that comprise the brand strategy should be prioritized and developed. The brand strategy will typically consist of a customized range of elements from the seven brand approaches. Each of the seven brand approaches has certain strengths and weaknesses, which is why a customized combination of elements from the relevant approaches that matches the specific challenges and opportunities the brand faces will provide a foundation for the right brand strategy. • Brand stretch It is assumed that all brands have a core that should stay the same over the course of time .When a brand is extended into new product categories, or joins co-branding ventures, its identity is stretched. The trick is to stretch it enough to be able to go in new directions, but never to stretch it to such an extent that the essence is diluted. Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Co-branding Co-branding occurswhen two or more brands are combined in a joint product or brand. This phenomenon is also called brand alliances or brand bundling. The two companies should consider carefully what their strategic alliance means for their respective brand portfolios, as their brands will become more associated in the future through the new product. • Corporate brand When the corporation is branded instead of the individual products, a corporate brand is the case. In most literature on corporate branding it is assumed that the energy and inspiration of the brand stem from within the organization and that a branding strategy, in order to be successful, requires the engagement of the whole corporation. • Employee branding Employee branding is defined as ‘the process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents’ (Miles and Mangold 2004 p. 68). It is a notion resembling the ‘living the brand’ concept a lot. Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Employer branding Theterm ‘employer branding’ relates to strategies for communicating about a company as an attractive employer to both current and potential employees. relevant literature to turn to is Barrow and Mosley (2005) emphasizing the interrelationship between HR, communication and top management, and Lievens and Highhouse (2003) about the emotive and tangible benefits for both potential and actual employees • Product brand A product brand is a brand linked to the product and not to the corporation and describes a situation where each individual product has its own brand. Choosing to brand the corporation or the product is a question of brand architecture. Marketing a product brand holds several advantages, such as the liberty to market to different segments, the ability to close unsuccessful brands without harming the mother corporation, etc.  Service brand Service brands are brands that sell services instead of products. This means that the brand is experienced in the process of consuming the service and that the employee delivering the service becomes a central communicator of the brand. Service brands can benefit from all the same insights as product brands, but as the service encounter requires dedicated employees and human interaction, service brand managers might benefit more from the identity approach and the relational approach (Vallaster and de Chernatony 2005, de Chernatony and Drury 2004). Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  • Viral branding Theterm covers mechanisms where consumers help or in some cases take over the marketing of the brand. A marketer who applies a certain amount of ‘coolness’ to the brand often initiates viral branding, the coolness starts a process where consumers spread the brand like a virus. Having consumers support the marketing process, and by their autonomy giving the brand a higher level of authenticity, can be beneficial for the marketer. Still, viral branding implies a risk of a contrary marketing effort, where the brand is ‘hijacked’ and taken in unintended directions through autonomous meaning-making among consumers. Even though a brand community is a narrower concept than viral branding, the mechanisms behind the two concepts are comparable; Key Words Branding Project Overview Monireh Dinarvand-Spring1395
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  References • "Aaker, D.A., & Keller, K. L. (1990). Consumer evaluations of brand extensions . Journal of Marketing, 54, 27–41." • Aaker, D (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York, NY. • Aaker, D (1993), ``Are brand equity investments really worthwhile?'', in Aaker D.A. and Biel, A. (Eds), Brand Equity and Advertising; Advertising's Role in Building Strong Brands, Erlbaum, Hillsdale, NJ, pp. 333-41. • Aaker, D (1996), Building Strong Brands, Free Press, New York, NY, p. 150 • Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1996), Principles of Marketing, The European Edition, Prentice-Hall, Hemel Hempstead, p. 556. • Pitta, D.A. and Katsanis, L.P. (1995), ``Understanding brand equity for successful brand extension'', Journal of Consumer Marketing, Vol. 12 No. 4, pp. 51-64. • Davis, S. (1995), ``A vision for the year 2000: brand asset management'', Journal of Consumer Marketing, Vol. 12 No. 4, pp. 65-82. • Goodyear, M. (1993), ``Reviewing the concept of brands and branding'', Marketing Research Today, Vol. 21 No. 2, pp. 75-9 • Murphy, J. (1992), What is Branding? (Branding a Key Marketing Tool), Macmillan, Basingstoke, pp. 1-12 • Aaker, D. A. and Joachimsthaler, E. (2002), Brand Leadership, Sydney: Free Press Business • Bjerre, M., Heding, T. and Knudtzen, C. F. (2008), ‘Using the dynamic paradigm funnel to analyze brand management’, in K. Tollin and A. Caru (eds) Strategic Market Creation: A New Perspective on Marketing and Innovation Management, Chichester: Wiley • Kapferer, J-N. (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, London: Kogan Page Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Strategy brand strategyis a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand DNA Brand DNAdefined as the words and perceptions of users contained in memory over time .The brand DNA metaphor describes the interaction of fundamental elements (the combinations of the essential building blocks of a brand) that lead to the evolution of the brand as a living organism Branding Project Overview Monireh Dinarvand-Spring1395
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  Research & Analaysis Marketresearch is any organized effort to gather information about target markets or customers. It is a very important component of business strategy . The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market research is a key factor in maintaining competitiveness over competitors. Market research provides important information to identify and analyze the market need, market size and competition. Branding Project Overview Monireh Dinarvand-Spring1395
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  Market research methods Primaryresearch surveys direct observations interviews and focus groups Secondary research information on the internet existing market research results existing data from customer database information from agencies Quantitative research Quantitative research surveys on customer return frequency sales figures industry product sales numbers online or phone questionnaires financial trends. Qualitative research focus groups with customers and potential customers formal and informal conversations with customers about their satisfaction visits and reviews of competitors Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Audit A brandaudit is a thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of your brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments. A brand audit will help identify both the company and the customer viewpoint in terms of: • Business / brand resource strengths • Value of the brand • Awareness of the brand in the market • Deficiencies of the brand • New trends and market opportunities • Outside threats • New product development and future channels of profitability • Competitive standing in the market • Perception, image, reputation and attitude to the brand in the market • Effectiveness of brand management efforts Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Audit Framework BrandingProject Overview Monireh Dinarvand-Spring1395
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  Competitor Analysis Competitor analysisin marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Branding Project Overview Monireh Dinarvand-Spring1395
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  Competitor Analysis Branding ProjectOverview Monireh Dinarvand-Spring1395
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  Internal Analysis SWOT isan acronym used to describe the particular Strengths, Weaknesses, Opportunities, and Threats that are strategic factors for a specific company. A SWOT should represent an organizations core competencies while also identifying opportunities it can not currently use to its advantage due to a gap in resources Branding Project Overview Monireh Dinarvand-Spring1395
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  Customer Research Your customersare the reason your business exists. Gathering as much information as you can about them through customer research will help refine and grow your business. The type of business you have and the kind of information you need to gather will influence the customer research methods you choose. You can conduct customer research yourself or hire a consultant to do it. Advertising and promotion research Customer satisfaction studies Consumer decision process research Concept testing Positioning research Brand testing Price testing Customer service audit Mystery shopping Social media monitoring Branding Project Overview Monireh Dinarvand-Spring1395
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  Business Goals ,Mission & Vision Mission (purpose) = defines why you are in business and what you are doing now Vision = defines what you want your business to be or be known for. It’s useful to develop a 1, 3 and 5 year vision to ensure you can progress to where you want to be through well defined measurable steps: Goals are well-defined, targeted statements that give you clarity, direction and focus. It is important for the small business owner to define what you need to do to achieve your vision in measurable and realistic terms. A common approach to developing your goals is to use the formula for the five characteristics of well developed goals – S.M.A.R.T. Specific - Measurable - Attainable -Relevant - Timely Branding Project Overview Monireh Dinarvand-Spring1395
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  Business Environment All businesseshave an internal and external environment. The internal environment is very much associated with the human resource of the business or organization, and the manner in which people undertake work in accordance with the mission of the organization. To some extent, the internal environment is controllable and changeable through planning and management processes. The external environment, on the other hand is not controllable. The managers of a business have no control over business competitors, or changes to law, or general economic conditions. However the managers of a business or organization do have some measure of control as to how the business reacts to changes in its external environment. Branding Project Overview Monireh Dinarvand-Spring1395
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  Business Segments Market segmentationis a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Market segmentation strategies are generally used to identify and further define the target customers, and provide supporting data for marketing plan elements such as positioning to achieve certain marketing plan objectives. Businesses may develop product differentiation strategies, or an undifferentiated approach, involving specific products or product lines depending on the specific demand and attributes of the target segment. Branding Project Overview Monireh Dinarvand-Spring1395
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  Audience Analysis Audience analysisis a task that is often performed by technical writers in a project's early stages. It consists of assessing the audience to make sure the information provided to them is at the appropriate level. The audience is often referred to as the end-user, and all communications need to be targeted towards the defined audience. Defining an audience requires the consideration of many factors, such as age, culture and knowledge of the subject. After considering all the known factors, a profile of the intended audience can be created, allowing writers to write in a manner that is understood by the intended audience. Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Project Overview MonirehDinarvand-Spring1395
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  Audience Values Branding ProjectOverview Monireh Dinarvand-Spring1395
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  Competitive Positioning A goodpositioning strategy is influenced by: Market profile: Size, competitors, stage of growth. Customer segments: Groups of prospects with similar wants & needs. Competitive analysis: Strengths, weaknesses, opportunities and threats in the landscape. Competitive positioning is about defining how you’ll “differentiate” your offering and create value for your market. It’s about carving out a spot in the competitive landscape, putting your stake in the ground, and winning mindshare in the marketplace – being known for a certain “something.” A good positioning strategy is influenced by: Market profile: Size, competitors, stage of growth Customer segments: Groups of prospects with similar wants & needs Competitive analysis: Strengths, weaknesses, opportunities and threats in the landscape Method for delivering value: How you deliver value to your market at the highest level Competitive Positioning Subobjective Positions Elemental Analysis External Environment Mission Values Competitive Power Progress Cycle Competition & Production Position Path Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Project Overview MonirehDinarvand-Spring1395
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  Brand Identity A company'sbrand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers. Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Evaluation Brand evaluationis a method used to determine the tangible and intangible assets of a corporate or product brand Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Architecture Brand architectureis the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace. Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Architecture BrandArchitecture Corporate brand,umbrella brand, and family brand Endorsed brands, and sub- brands Individual product brand BrandsunderBrandArchitecture Ambassador Brands Piggyback Brands Budget Brands Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Architecture-Sample Branding ProjectOverview Monireh Dinarvand-Spring1395
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  Advertising the activity orprofession of producing advertisements for commercial products or services. Advertising In situational Advertising Product Advertising Branding Project Overview Monireh Dinarvand-Spring1395
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  Branding Project Overview MonirehDinarvand-Spring1395
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  Brand Funnel Branding ProjectOverview Monireh Dinarvand-Spring1395
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  Brand Funnel (for digital marketing) Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Awareness Brand awarenessis the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction. Brand awareness is related to the functions of brand identities in consumers’ memory and can be reflected by how well the consumers can identify the brand under various conditions. Brand awareness includes brand recognition and brand recall performance. Brand recognition refers to the ability of the consumers to correctly differentiate the brand they previously have been exposed to. This does not necessarily require that the consumers identify the brand name. Instead, it often means that consumers can respond to a certain brand after viewing its visual packaging images.Brand recall refers to the ability of the consumers to correctly generate and retrieve the brand in their memory. Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Awareness Four differentlevels of measuring brand awareness can be identified as:  Brand Recognition  Brand Recall  Top-of-mind  Brand name dominance Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Assets 1. BrandVitality which refers to the current and future growth potential that a brand holds in it. 2. Brand Stature which refers to the power of a brand. Both of these heads can be further divided to have the following parameters for judging the brand- Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Assets 1. Differentiation Itis the ability of a brand to stand apart from its competitors. Differentiation has three constituents to it. These are Different-refers to how do the brand’s offering differs from its rivals. Unique- refers to the brand’s quality and carries the essence of its existence. It has more to do with the credibility, authenticity and originality of the idea that the brand carries. Distinctive-refers to the worthiness of a brand. 2. Relevance This refers to how closely can the consumers relate to the brand’s offering and is a significant driver for a brand’s penetration. 3. Esteem This refers to the consumer perception about the brand. Whether a brand is popular or not, whether it delivers on its stated promises- all this contribute in building up the esteem of the brand. 4. Knowledge This refers to the degree of awareness about a brand in the minds of its consumers. This is very important in building a brand and making the consumers understand of what the brand actually stands for and its implicit message to the consumers Branding Project Overview Monireh Dinarvand-Spring1395
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  David Aaker’s BrandEquity Model Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge price premiums that derive from brand equity after controlling for observed product differentiation. Branding Project Overview Monireh Dinarvand-Spring1395
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  Soft Assets- BrandExperience Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations. Branding Project Overview Monireh Dinarvand-Spring1395
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  Soft Assets- BrandPosition Brand positioning is defined as the conceptual place you want to own in the target consumer's mind — the benefits you want them to think of when they think of your brand. An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brand value Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line , or brand, of a company is displayed relative to their competition. Branding Project Overview Monireh Dinarvand-Spring1395
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  Soft Assets- BrandReputation Brand reputation management is critical to growing a business. A positive brand reputation builds loyalty and increases customer confidence in your brand and product, ultimately driving sales and bottom-line growth. In today’s cutthroat competitive environment, brand reputation management has become a bigger priority for companies, especially when online conversations about your brand take place on a 24/7 basis. On social media, online forums, blogs, news sites, search engines and other Internet sources, it’s important for your brand to be prominent and positioned as a knowledgeable, industry-leading resource and solution for your customers.  Public Relations  Search Engine Optimization (SEO)  Content Marketing  Website Development  Social Media There are several key initiatives that are integral to an effective brand reputation management strategy: Branding Project Overview Monireh Dinarvand-Spring1395
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  Soft Assets- BrandPersonality Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. Branding Project Overview Monireh Dinarvand-Spring1395
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  Soft Assets- BrandValue Brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value. The Brand Value Chain. Value stages • Marketing program help to develop of a brand value. Branding Project Overview Monireh Dinarvand-Spring1395
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  Soft Assets- BrandPreference Brand preference is when you choose a specific company's product or service when you have other, equally-priced and available options . Brand preference is a reflection of customer loyalty, successful marketing tactics, and brand strengths. Branding Project Overview Monireh Dinarvand-Spring1395
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  Hard Assets- BrandPatents, Copyrights & Trademarks , Licensing Copyright is a form of protection provided to the authors of "original works of authorship" including literary, dramatic, musical, artistic, and certain other intellectual works, both published and unpublished A trademark is a word, name, symbol or device which is used in trade with goods to indicate the source of the goods and to distinguish them from the goods of others. A service mark is the same as a trademark except that it identifies and distinguishes the source of a service rather than a product. The terms "trademark" and "mark" are commonly used to refer to both trademarks and service marks. A patent for an invention is the grant of a property right to the inventor, issued by the Patent and Trademark Office Branding Project Overview Monireh Dinarvand-Spring1395
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  Brand Strength Branding ProjectOverview Monireh Dinarvand-Spring1395