This document discusses the importance of establishing a clear brand strategy. It defines what a brand is and explains that a brand strategy should be based on a brand's past reputation, present experiences, and future expectations. It also explores why brands are important for differentiation, connecting with people, adding value, and signifying change. Additionally, it covers topics like brand valuation, architecture, planning, research, archetypes, and storytelling to effectively develop a strong brand.

1. Determine Your
Brand Focus
AGUILA Andrea - RESTREPO Daniela
Maria del Carmen Ebang

2. INDEX
1. Introduction
2. Brand definition
3. Brand history
4. Why do you need a brand?
5. Brand Valuation
6. ISO 10668
7. Brand Architecture
8. Brand planning
9. Research to consider
10.Brand archetypes and storytelling
11.Conclution

3. INTRODUCTION
For the development of a successful brand we
need to establish a brand strategy. It is a long-term
plan 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. what does that really mean? That is
what we will try to understand in this presentation.

4. BRAND DEFINITION

5. The perception of brands
is based on their:
● Past (reputation)
● Present (experience)
● Future (expectation)

6. Reputation
● Brand promise
● Cosistent service
● Trust
● Brand equity

7. Experience
● Deliver satisfying experiences
● Emotional and psychological bonds of loyalty

8. Expectation
What is expected of the brand?
What do we expect from it ?

9. Past is EXPIRIENCE
Present is EXPERIMENT
Future is EXPECTATION
Use experiences, in the experiments to
achieve expectations!

10. BRAND HISTORY
The first use: The practice of using hot irons
The Industrial Revolution and Subsequent boom in
factories: To differentiate manufactured goods from
competing businesses.

11. WHY DO YOU NEED A
BRAND
Reasons for creating a brand or rebranding an
existing organization, product or service are
many and varied.

12. Few examples:
● To launch a new organization, product or
service
● For the relaunch of an existing organization,
product or service
● In rebuilding a lost reputation
● To unite or consolidate a group

13. ● New ownership
● New positioning
● To attract and retain staff
● To attract investors
● To attract customers

14. It is imperative to create an international brand.
There are major benefits to be gained from
creating a brand including the following:
● Differentiation
● Connecting with people
● Added value
● Signify change

15. Differentiation
Why a product is
better than any
other on offer ?
Connecting
with people
Culturally
economically
emotionally

16. Signify change
Branding makes
buiness strategy
visible
Added value
Improvement of
products and
services
Video

17. BRAND VALUATION
It is the job of estimating the total financial
value of the brand.
Brands
Intangible
Assets
Tangible
Assets

18. Brand’s value is necessary for:
- Brand investment decisions
- Marketing budget allocation
- Communication of brand worth
- The balance sheet
- Mergers and acquisitions
- Securing finance

19. ISO 10668
It is the world's first brand valuation standard.
It specifies the procedures and methods of
monetary brand value measurement that are
required to provide financial evidence of the
brand's worth.

20. types of analysis
Legal
analysis
Behavioural
analysis
Financial
analysis
The market
approach The cost
approach
The income
approach

21. BRAND
ARCHITECTURE
It is a strategic tool that communicates the
structure of the organization and how the branded
assets in its portfolio relate to each other and their
respective audience.

22. Brand
architecture
models
Monolithic
Endorsed
Branded

23. SUB-BRANDS
Sub brands are part of a company's family of
brands and come under the overall umbrella of
the main brand or company name.
Each of these brands may have a distinct brand
promise, position and personality.

24. BRAND PLANNING
when you have a great idea before launching the brand, this is
called the brand plan.
This idea should be clear and exact.
The elements that make up a brand plan:
Vision, pupose,goals,key issues,strategies,target,main
message,product,advertising,promotion,stimulus,response,
medium and channel.

25. RESEARCH TO CONSIDER THE
BRAND PLANNING
● Marketing collateral for the organization and its competitors
● Human resources collateral for the organization´s employees
● Research reports.

26. BRAND ARCHETYPES AND
STORYTELLING
BRAND ARCHETYPES. Examples:
● The Innocent
Think: Coca Cola, McDonald’s, Ben & Jerry’s
Goal: To be happy.
● The Ruler
Think: Microsoft, Mercedes, American Express
Goal: To create a prosperous and successful family, company or
community.

27. BRAND ARCHETYPES AND
STORYTELLING
BRAND STORYTELLING:
Brand storytelling is the sharing of events through words and
images,with the purpose of educating and entertainnig, in relation to
the brand.

28. CONCLUTION
Finally,the brand plan helps frame the execution for internal
stakeholders and for the various agencies which will implement
programs to the plan. Execution is an expression of the strategy, and
the plan must hold agencies accountable to deliver the work that is
implemented on the strategy. And lastly, the Brand Plan helps the
Brand Manager, to stay focused delivering the brand as it was planed.
It helps them to refer back to the strategy in which the intention is to
ensure the Brand Manager’s continuity’s on the strategy during the all
year.