This document outlines the steps in developing a strategic brand development plan, including conducting market analysis, defining the brand architecture and key elements, developing a big idea and marketing strategy, and creating internal and external communication plans. The document provides templates and guidance for each step, with the overall goal of strategically positioning a brand in the market and communicating its value proposition to consumers.

1. Strategic Brand
Development Plan
Your Company Name

2. Our
Agenda
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Agenda
01
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Agenda
03
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Agenda
02
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Agenda
04
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Agenda
06
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Agenda
05
2

3. What is A Brand?
Brand=Vision
Brand
Research and
Development
Innovation
Application
New Product
Development
Product
line
Business
Expansion
Geography
Expansion
Corporate
Strategy
Internal
Culture
Hiring
Career
Path
Human
Resources
Consumer
Segmentation
Pricing +
Placement
Communication
Marketing /
Sales
3

4. Product
• Solves a consumer
problem
• Rational connection
• Is consumed
• Built into routine
• Legally protected design
Brand
• Beats down a consumer
enemy
• Emotional connection
• Is experienced
• Becomes life’s favorite
ritual
• Managed & protected
reputation
Difference Between A Brand And A Product 4
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5. What is Brand Equity?
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Availability Loyalty Association Awareness
Preference Image & Personality Familiarity
5

6. Branding Approach
Strategic
thinking
Brand
plans
Inspire smart
execution
Define
brand
Analyze
performance
The
Brand
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6

7. STEP 01
Competitive
&
Market Analysis Competitors
Market
segments
Spending
group
Customer
mix
Market
share
Competition
influence
Market
size
Market
Analysis
7

8. Target Market
(Determine Your Brand’s Target Audience)
Target Market
(Determine Your Brand’s Target Audience)
8

9. Behavioral
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Understanding The Target Market
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Market
Segmentation
9
Geographic
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Demographic
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Psychographic
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10. Target Market Size & Growth
04
02
01
03
Total Available Market
Served Market
Target Market
Penetrated Market
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10

11. Market Profitability
The Porter's Five Forces Tool Helps Assess Market Profitability By Analyzing The Forces Acting Upon It.
11
Bargaining power of buyers
Threat of substitutes
Bargaining power of suppliers
Threat of new entrants
Degree of rivalry
Porter’s
5 Forces

12. Market Trends
Texas
Montana
Sales In Texas
3,200+This slide is 100% editable. Adapt it to your
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0
500
1000
1500
2000
2500
3000
3500
4000
FY 01 FY 02 FY 03
Sales(InThousand)
Product 1
Product 2
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12

13. 13
The key success
factors are those
that are necessary for
you to achieve success as
A BRAND
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Factor01.
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Factor03.
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Factor05.
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Factor02.
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Factor04.
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Factor06.

14. Competitor Analysis Template
Criteria Competitor
A
Competitor
B
Competitor
C
Competitor
D
Competitor
E
Competitor
F
Revenue
Profit
Market Share
Number of Employee
Product Quality
Main Activity
Revenue
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14

15. Competitor Analysis Graph
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Competitior 1
Competitior 2
Competitior 3
Competitior 4
Competitior 5
In Percentage
Brand 1
Brand 2
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15

16. SWOT Analysis
Strength
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Weakness
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Opportunity
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Threat
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16

17. 17
-15
-10
-5
0
5
10
15
Companygrowth% Market share (%)
Averagemarketgrowth
Losing market share
Gaining market shareCompetitor
Positioning
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18. 01
02 03
04 05 06
07 08 09 10
STEP 02
Building Block
of The Brand
Architecture
18

19. Decide what product or
service you are going to offer
19
# 1 Brand
Product
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20. # 2 Brand Mission Statement
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Mission StrategiesVision Goal
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20

21. # 3 Brand Vision
Brand
Vision
Desired future environment
how the world will be A better place as a
consequence of the brand.
Values
the accepted characteristics.
Brand purpose
the whole objective of
the brand.
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21

22. # 4 Brand Positioning
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Emotional Rational
Brand Symbols
Facts
Essence
Personality
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22

23. # 5 Brand Name
Relationship to
the master
brand
How
unique are
we
Name
attributes
How descriptive is the
name?
How will the master
brand appear?
What kind of conversation are we
having with the customer?
What part of the story does
the name need to tell?
Who are we like?
Who are we different from?
How will we invest to tell the
story?
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23

24. # 6 Brand Identity/ Logo
Symbol
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Letter Marks
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Emblem
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Word Marks
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Combination
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# 6 Brand
Identity/ Logo
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24

25. # 7 Brand Promise
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Social Promise
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Global Promise
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Emotional Promise
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Functional Promise
Core
Brand
Promise
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25

26. Brand Character Describes Attributes Of A Company That Customer Finds Attractive.
# 8 Brand Character
Necessity Luxury
Expensive Economical
Formal Serious
Light Casual
Exotic Aggressive
Discreet Commonplace
Hi-tech Industrial Homemade
Heritage Ground Breaking
Modern Classic
Quiet Loud
Simple Complex
Subdued Bright
Black & White Colorful
Feminine Masculine
Raw Refined
26

27. # 9 Brand Personality
Dreamer Joker
Seductress
Rebel
HeroWise
Friend Maiden
King
Mother
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27

28. # 10 Brand Emotion
Family value
Desire to get the best
Poverty of time
Wish-fulfillment
Fun is its own reward
Make me smarter
Excitement of discovery
Sex , love and
romance
Reinventing
oneself
Self
achievement
Desire for control
I’m better than you
Nurturing
response
Power, dominance
and influence
Desire to belong
Revaluing
There are 16 different emotional connections a consumer will show response to according Barry Feig, world –renowned marketing strategist.
28

29. # 11 Brand Experience 29
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Branding
Experience
User Experience
User-centered Design
Connection With User
Users, emotional Needs
Emotional design
Brand strategies
Global
LocalHuman Behavior
Cultural Differences
Adaptation
Communities
Lifestyle
Identities
Communication
On-demand
Brands Personal Brands
Dialogue
Transparent Communication
Empowered Consumers
24/7feedback,input Focused
Networked Brands
Digital branding
Campaigns
Store Displays
Store Windows
Interior Design
Consumer Behavior
Interior Design
Visual merchandising
Prices
Retail design

30. # 12 Brand Quality
Perceived
Brand Quality
Reason to
buy
Differentiation
Premium
price
Establishing A specific image for A brand (the,premium,excellent) in
relation to competing brands and their quality
Customer has not the time or ability to evaluate the quality objectively.
Perception of quality is the determinant in the buying decision.
When the perceived quality is high, price may be/ must be accordingly higher
Perceived quality enhances profit growth(premium price=quality)
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30

31. Price
Quality of ProductLow
High
High
Superior Quality Brand
Value For Money Economical
# 13 Brand
Pricing
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31

32. # 14 Brand Packaging
Strategy
Policies And
Strategic
Family
Packaging
Ecological
Packaging
Re-Use
Packaging
Multiple
Packaging
A firm of may make
periodic changes in
product packaging.
It is a kind of
packaging strategy in
which packages of the
entire product line
closely resemble one
another.
It is a kind of
packaging strategy in
which a formulas such
a packaging strategy
as to protect the
physical environment
It is a strategy in which the
marketer offers product in
such a packaging which may
be reuses for other purposes
after the product has been
taken out of the package or
exhausted.
It is a strategy in which a
number of heterogeneous
product are placed and
supplied in a single
package.
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32

33. # 15 Brand Distribution-1
China
25%
USA
35%
Australia
45%
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33

34. # 15 Brand Distribution-2
India
55%
Iran
65%
Mongolia
75%
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34

35. # 15 Brand Distribution
California
30%
New York
77%
Indiana
52%
Georgia
65%
Oklahoma
43%
Colorado
35%
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35

36. # 16 Brand Association
Your Brand
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
AssociationAssociation
Association Association
Association
Association
Association
Association
Association
Association 1
Association 2
Association 3
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36

37. STEP 03
The Big
Idea
37

38. What’s Your Big Idea?
BIG
IDEA BrandConsumer
“That help simplify brand messages that makes it easily understood and remembered. The idea must
be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity
over the life of the brand.”
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38

39. The Big Idea Model
Positioning Brand Plan Communication Innovation Culture & Operations
How Well Does The
Brand Benefit
Connect To The
Consumer?
Promise
What Focused
Choices does the
brand make to drive
growth and profits?
Strategy
How well does the
brand communication
their differences and
move consumers
Story
How well does the
brand stay fresh and
on top of trends with
consumer?
Freshness
How well does the
brand experience live
up to and
consistently deliver
the promise?
Experience
The
Brand
The
Consumer
Brand
Personality
Product
&
Services
Internal
Beacon
Consumer
Views
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39

40. Creating Brand Strategy Roadmap
Promise Strategy Story Freshness Experience
Drive
usage
frequency
Attract
new users
Driving
new
distribution
points
Defiance
plan
Big Idea: Write your big idea here
Vision
Purpose
Goals
Values
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• Gray’s challenge, lose sibs in
2 weeks moments
• Bonus packs
• T. V advertising
• In store sampling programs
• Event sampling program
• Contract sales team
• Listing surge against independents
• New sales incentive roll out
• Taste testing
• New advertising
• Increased investment
40

41. STEP 04
Marketing
Strategy
And
Communications
Spread the word
Inspire
Engage
Connect
Nurture
41

42. Internal Communication Strategy
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42
Big
Data
The
Brand
The
Consumer
Back room team
Experience delivery
Customer service
Shipping
Problem solvers
Sales team
Top to top services
Brand communication
R & S

43. External Communication Strategy
BrandConsumer
Big
Data
Paid Media
Earned Media
Social Media
Search
Home Page
Experiential
Purchase Media
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43

44. Communication Plan Template
Communication
type
Medium Frequency Audience
Type 1
Type 2
Type 3
Type 4
Type 5
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44

45. Media Plan Template-1
Social media strategy
template
January February March April May
Media 1 6 12 24 1 8 17 22 1 5 18 20 28 4 13 22 26 3 15 20 27
Video
Television
Cable Television
Radio
Television Radio
Digital Radio
Out-of-home
Mailbox
Mail Displays
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45

46. News Print & Online
Newspaper
Quarter Page
SEM
Google
Paid Search (Text Ads)
Social Media
Facebook
Twitter
Digital Display
Local And Network
Google Display Network
46

47. 0
5
10
15
20
25
Distinction Value Growth
STEP 05
Monitor Your
Brand
(Measurement)
47

48. Brand Performance Dashboard
30% 50% 75%
85% 95%
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48

49. Brand Performance Dashboard
0
10
20
30
40
50
60
70
80
90
100
EmergingTopics(lasthour)
12.1+
10.2+
8.4+
7.3+
5.7+
3.9+
1.5+
1.0+Intensity By State(last hour)
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49

50. Brand Mentions
10
7 4
4.6
2
4
10.5
4.5 4.4
5
5
2
5.5
5 3
2
2.4 3
2.4
7 5.1
2
1
2
6 6 4 3.6
4
2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Benefits for the
injured
Cost of the
product
Dealers and
services
Effectiveness of
the product
Heating issues
News
Comments
Blogs
Facebook
Twitter
Sources For Mentions
%ofMentions
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50

51. Sentiment Analysis
-6000%
-4500%
-3000%
-3500%
-2500%
2000%
3500%
4200%
5500%
6000%
-8000% -6000% -4000% -2000% 0% 2000% 4000% 6000% 8000%
Sentiment %
Benefits for the injured
Cost of the product
Effectiveness of the product
Heating issues
Dealers and services
0
1
2
3
4
5
6
7
8
9
10
Total Mentions
8
2
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51

52. Summary Branding Process
Define
Agree objectives,
needs and
priorities,
Analyze
Review existing
brand research,
marketing collateral,
brand identity, values
- culture,
Involve
Internal brand
consultation with
staff and
management
Create
Build strategic brand
teamwork (architecture,
values, personality,
vision)to drive
communications,
behaviors and positioning
Implement and
evaluate
Implement brand
strategy across
organization; ensure
alignment between
internal and external
branding,
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52

53. Strategic Brand Development Icons Set 53

54. Strategic Brand Development Icons Set 54

55. Additional
Slides

56. 56
Our
Mission

57. About
Us
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We are Professional
01
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We are Creative
02
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We are Talented
03
57

58. Meet Our Team
Jack Lee
Designation
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John Doe
Designation
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Julie Star
Designation
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Jenny Smith
Designation
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58

59. 59
Our
Goal

60. Comparison
$8
$12
$16
$20
Qt 1
Qt 2
Qt 3
Qt 4
2017
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$2
$4
$6
$8
Qt 1
Qt 2
Qt 3
Qt 4
2016
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VS
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60

61. Financial
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61
$ 26Financial
value
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15,000th
Brand viewers in 2017
66th
Yearly
$ 17Revenue
growth
increase
contributed over the past 10 years
$ 21Million
of country’s brand ranking
14
Celebrating
Years

62. Quote
“Technology should
not aim to replace
humans, rather amplify
human capabilities.
”
Doug Engelhard
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62

63. Dashboard
60%
0 100
20
10
30
40
80
90
70
60
50
40%
0 100
20
10
30
40
80
90
70
60
50
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80%
0 100
20
10
30
40
80
90
70
60
50
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63

64. Location
75%
America
45%
Asia pacific
55%
Middle east
& Africa
25%
Europe
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64

65. Timeline
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2014 2015 2016 2017
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65

66. Important Notes
01
02
03
0504
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66
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67. NEWS PAPER
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Project 1
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Project 2
67

68. Puzzle
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0203
04
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68

69. 69
Our
Target
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70. Venn 70
04 02
01
03
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71. Generate
Idea
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72. Silhouettes
01
02
03
04
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72

73. Matrix
Star
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Question Mark
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Dog
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Cash Cow
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74. Lego
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75. Hierarchy Chart
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01
02
03
04
05
06
07
08
09
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75

76. Magnifying
Glass
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• This slide is 100% editable. Adapt it to your needs and
capture your audience’s attention.
76

77. Bar Graph
0
50
100
150
200
250
300
350
400
450
500
550
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Dollars(Inthousands)
Year 2017
600
Your Subtitle Here
77

78. Funnel
This slide is 100% editable. Adapt it to your needs and capture
your audience's attention.
This slide is 100% editable. Adapt it to your needs and capture
your audience's attention.
This slide is 100% editable. Adapt it to your needs and capture
your audience's attention.
01
02
03
Your Subtitle Here
78

79. Address
# street number, city, state
Contact Numbers:
0123456789
Email Address:
emailaddress123@gmail.com
79
Contact
Us

80. Thanks For Your
Attention!