1. “Just What You Need to Create,
Refresh and Manage Your Brand”
Based on popular courses
taught at UC Berkeley and
The University of Notre Dame
The Brand Strategy Toolkit
Workbook & Templates
By Judy Hopelain & Carol Phillips
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or
Reproduced Without Permission

2. Copyright: This work is licensed under the Creative
Commons Attribution-NonCommercial-NoDerivs 3.0
United States License.
To view a copy of this license, visit
http://creativecommons.org/licenses/by-nc-
nd/3.0/us/ or send a letter to Creative Commons,
444 Castro Street, Suite 900, Mountain View,
California, 94041, USA.
2. Why A Workbook?
3. Brand Assessment Framework
4. Customer Targeting Matrix
5. Primary Decision Pathways
6. Brand Equity Pyramid
7. Brand Identity Model
8. Brand Identity Model Template
9. Brand Expression Assessment
10. Positioning & Long-Term Identity Model
11. Positioning Framework
12. Positioning Development Matrix
13. Positioning Option Description
14. Positioning Option Evaluation
15. Internal Alignment Matrix
16. Brand Activation Touch Point Map
17. About Us
Page
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or
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Contents

3. Why a Workbook?
Welcome! This workbook is intended to serve as a companion to The Brand Strategy
Toolkit. In the book, we describe how to define and create a brand strategy based on the
leading theories and frameworks, and provide many real life illustrations. The book is
divided into nine chapters, starting with brand audit, targeting and brand identity and
ending with internal branding and brand activation. At the end of each of each chapter,
we invite readers to practice using the tools themselves.
The goal of this workbook is to make it easier to practice using the frameworks presented
in the book. It is not a replacement for the book and does not explain how to use the
tools. Rather, it is a compilation of the templates in a larger size and in PowerPoint
format.
To get the most out of this workbook, check out The Brand Strategy Toolkit. It is available
on lulu.com in two formats:
Downloadable ebook:
http://www.lulu.com/product/ebook/the-brand-strategy-toolkit/18874022
Full-color hardcover:
http://www.lulu.com/product/hardcover/the-brand-strategy-toolkit-hardcover/18879666
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or
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4. Potential
Differentiators
Our
Vulnerabilities
Tablestakes
Points of Parity
(Category Benefits)
•
•
•
•
Consumer Wants &
Needs
•
•
•
•
•
•
•
Competitive Brand
Differences
•
•
•
•
•
•
•
Consumer NeedsBrand Strengths
Competitor Strengths
Potential Brand
Differences
•
•
•
•
•
•
•
Adapted from : Urbany, Joel E. and
James H. Davis (2010), Grow by
Focusing on What Matters: Strategy in
3-Circles, New York, NY: Business
Expert Press
Brand Assessment Framework
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or
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5. Current
Customers
Competitor
Customers
(Prospects)
Category
Non-Users
Lapsed Customers
SEGMENT PRIORITY
Size/Priority
Decision Criteria or
Motivators
Usage Behavior
Decision Process
Barriers/Concerns
Information Sources &
Influences
Brand Importance
Role of price
Satisfaction
Customer Targeting Matrix
Note: Adjust title and combine cells to suit your category and brand
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6. AttributesConsequencesOutcomesValues
Pathway 2Pathway 1 Pathway 3
Primary Decision Pathways
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7. 6
Brand Promise
Resonance
Judgments Feelings
ImageryPerformance
CategoryWhat
Are You?
What’s our
relationship?
How do I
respond?
What do
you do
for me?
Brand Equity Pyramid
Based on CBBE Pyramid by Kevin Keller, Strategic Brand Management 4e page 61
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or
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8. Internal
Culture &
Values
• Core beliefs
• What the brand
will never
compromise on
Capabilities
• What the brand does
(may not be distinctive)
• How well it performs
• Quality or performance
standards
Personality
• The way the brand
delivers its
capabilities
• Style or tone
• Often expressed as
human traits
Noble Purpose
• Larger goal or cause the
brand aspires to serve
• Ambition, what the brand
wants to change in
peoples’ lives
Shared Values
& Community
• Ideas that both
the customer
and brand
agree are
important
• Passions and
affinities
Aspirational Self-
Image
• What using the brand
tells others about the
customer
• How customers want to
be seen
Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156
Rallying Cry
• Summarizes vision
• Heart and soul of
the brand
Brand Identity Model
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9. Internal Culture
& Values
•
•
•
•
Capabilities
•
•
•
•
Personality
•
•
•
•
Noble Purpose
•
Shared Values
& Community
•
•
•
•
Aspirational Self-
Image
•
•
•
•
Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156
Rallying Cry
Brand Identity Model Template
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10. Brand Expression Assessment
Visual Brand Element
Assessment
(Memorability, Meaning, Likeability,
Transferability, Adaptability)
Logo/Trademarks
Typeface
Primary Colors
Secondary Colors
Slogans & Taglines
Characters & other
primary images
Other Visual
Elements
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11. BrandEquity
Future
Today
Today
Time
5-7 Years
Rallying Cry
Brand Identity:
Positioning:
Credible, Relevant,
Differentiated
Starting Point:
Positioning & Long-Term Identity
Current Brand
Image
2012 Brand Amplitude, LLC All Rights Reserved May Not Be
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10

12. Positioning Framework
Key Benefit
Reasons to
Believe
Brand Positioning
Statement
For
(target/mindset),
(brand) is
(frame of reference)
that
(key benefit)
because
(reasons to believe).
Target
Frame of
Reference
• Target – The specific customer
segment for whom the positioning is
intended
• Frame of Reference – The category
of products/services or competitive
set
• Key Benefit – What the brand
delivers to the target that is credible,
differentiated and relevant
• Reasons to Believe – Activities,
technologies, and capabilities (proof
points) that prove the brand can
deliver on the key benefit
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13. Option 1 Option 2 Option 3
Target
Frame of
Reference
Point of
Difference
(Key Benefit)
Reason to
Believe #1
Reason to
Believe #2
Note: May require additional Reasons to Believe
Positioning Development Matrix
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14. Target Customers
Core Aspirational
Frame of Reference
Product Category:
Competitors:
Points of Difference Reasons to Believe
1.
2.
3.
4.
Positioning Option Description
Option 1
1.
2.
3.
4.
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15. Evaluation
Criteria
Option 1 # Option 2 # Option 3 #
Consumer
Resonance
Strategic Fit
Differentiation
Credibility
Avg. Score
Positioning Option Evaluation
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14

16. Internal Alignment Matrix
What How
1. Clarity &
Comprehension
Launch
Refresh & Renew
2. Employee
Engagement &
Identification
Inspiration
Customer Policies & Procedures
Delivery Tools
3. Company
Culture
Leadership & Values
Rewards & Recognition
Employee Recruiting, Hiring &
Evaluation
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17. BEFORE
AFTER
DURING
Need
Recognition
Search
Shopping
Evaluation
Moment of
Purchase
Usage
Customer
Service
Brand Activation Touch Point Map
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18. Carol Phillips and Judy Hopelain
About Us
Carol Phillips and Judy Hopelain are partners
at Brand Amplitude, LLC, an insights and
strategy consulting firm focused on building
stronger brands and stronger businesses. Since
our beginning, we have helped over one hundred
client organizations in consumer products,
healthcare, B2B, not-for-profit, and higher
education better understand their customers and
design effective brand and marketing strategies.
In addition to her client work, Carol Phillips
teaches an MBA-level course on Brand Strategy
at the Mendoza College of Business at The
University of Notre Dame. Judy Hopelain teaches
a similar undergraduate course at the Haas
School of Business at UC Berkeley.
Learn more about brands and brand strategy
and gain access other toolkits and How-To’s on
our web site www.brandamplitude.com.
We hope you find this Toolkit and
Workbook useful. Strong brands make
for strong businesses. We are pleased
that an earlier version of The Brand
Strategy Toolkit has been downloaded
over 12,000 times and hope that it will
help you define and strengthen your
brand and your business.
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or
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