Brand strategy - process and architecture

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Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.

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Brand strategy - process and architecture

  1. 1. Brand Strategy and Architecture Project Ascent March 09 © 2009 Blueprint Advisory Pty Ltd
  2. 2. The brand process
  3. 3. Brand strategy vision + action + expression + experience
  4. 4. Next steps in a single view
  5. 5. The process
  6. 6. Picture the future through stakeholder eyes
  7. 7. Attribute mapping
  8. 8. Attributes – what do you wish to be known for? • Identify and list the things that will make you distinct • Rank attributes according importance • Map attributes into: – Relationships – Personality – Heritage – Philosophy – Functions
  9. 9. Brand names
  10. 10. Types of names • Founder – Ralph Lauren, Salmat, • Descriptive – Toys ”R” Us, Video Ezy, E*Trade • Fabricated – Kodak, Xerox, Optus, Microsoft, Accenture • Metaphor – Nike, Greyhound • Acronym – IBM, GE, UCMS, NAB • Abstract – Orange, Apple, 3 • Combination
  11. 11. Qualities of an effective name • Meaningful • Distinctive • Future oriented • Modular/stretch • Protectable • Positive • Visual
  12. 12. Criteria for a brand name
  13. 13. New name – factors to consider • Coming up with a name – How – Fit with criteria – Intrinsic value – relevant, credible – Supports the strategy and vision – Represents your values • Naming checks: linguistic, cultural, legal, trademark • Domain name check: is one available?
  14. 14. Brand architecture
  15. 15. BMW - monolithic
  16. 16. British Airways – monolithic with extension
  17. 17. Endorsed logos: Product, Corporate, Service and Event
  18. 18. Proctor & Gamble - branded
  19. 19. Telstra - hybrid

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