brand strategy and implementation
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© ML4Marketing, 2012. All rights reserved.
Election Day All Year Long 4
© ML4Marketing, 2012. All rights reserved.
Why Care About Brands Consumer Point Of View
Orientation and information
The brand functions as an information and orientation
guide. Increases market transparency.
Trust building
The brand acts as a signal for quality of performance.
Reduces the perceived risk by communicating security in
acquisition, use and disposal.
Symbol
The symbolic benefit of a brand can, for example, be an
increase in prestige in the social or occupational
environment.
7
© ML4Marketing, 2012. All rights reserved.
Why Care About Brands Manufacturer Point Of View
Effective brand strategies enable sustainable profit
and growth
Price premium
Customer loyalty
Cross selling
Recommendation
Employee satisfaction & pride
8
© ML4Marketing, 2012. All rights reserved.
How To Think About Brands At The Intersection Of Projection And Perception
9
Content
Design
Actions
Process
Value
Prop
Brand Image
Perception Projection
© ML4Marketing, 2012. All rights reserved.
How To Think About Brands The Goodwill Factor
10
Product Benefit Consumer Goodwill +
Brand Value
© ML4Marketing, 2012. All rights reserved.
Corporate Brand Management A Process Perspective
11
Brand Strategy
Definition Develop Brand Strategy based
on corporate strategy across all
businesses
Brand Monitoring Continuously monitor brand
performance and identify areas
of improvement
Brand Strategy
Implementation Create and implement programs
to support brand strategy
© ML4Marketing, 2012. All rights reserved.
Do People Know Your Brand? 12
I’ve heard
about that
brand before.
I think about
this brand
among others.
This brand
comes to mind
first.
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Raise Awareness,
Sharpen Profile, Increase Consistency 14
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The Definition Of A Brand 15
A brand is the condensed
expression of a credible peak
performance to ensure
orientation and trust.
1. Know your peak performance
2. Condense them
3. Express and deliver them
© ML4Marketing, 2012. All rights reserved.
From Brand Promise To Communication 16
Brand
Promise
Value Proposition Brand Communication
• Message
• Story
• Target Audience
• Media Channels
• Social
• Relationship
• Activation
• Engagement
• Experience
© ML4Marketing, 2012. All rights reserved.
Brand Strategy The Fundamentals Below The Surface
17
Logo
Brand Name
Brand Style
Brand Design
Communications
Marketing
Brand Touch Points
Brand Programs
Brand Rules
Brand Portfolio
Brand Positioning
Fans
Breeding Grounds
Brand Cores
Peak Performance
Brand
Strategy
Brand
Image
Cause
E
ffect
© ML4Marketing, 2012. All rights reserved.
Brand Architecture
A brand architecture manages the relationships within complex brand systems.
Well set-up brand architectures avoid that brands within one system disturb each
other. They allow for a clear separation or a clear relationship in between
individual brands.
Strategically built brand architectures can make competitive attacks more difficult,
raise market entry barriers and speed up market entries
18
Strong brands have a strategically sound and smart brand architecture, which gives
orientation to all stakeholders and reflects well the image of the brand(s)
© ML4Marketing, 2012. All rights reserved.
Development Of A Brand Architecture From Corporate Strategy To Brand Strategy
19
© ML4Marketing, 2012. All rights reserved.
Executing A Brand Architecture Holistic Approach According To Kotler
20
• Investors
• Customers
• Authorities
• Vendors/Partner
• Ethics
• Environment
• Legal
• Community
• Product/Service
• Communications
• Media/PR
• Trade
• Board
• Executive Team
• All Departments
• All Hierarchies
Internal Marketing
External Marketing
Relationship Marketing
Socially Responsible Marketing
HOLISTIC
APPROACH
© ML4Marketing, 2012. All rights reserved.
Create A Champion Brand: 4A’s
1. Alignment
Match expectations
2. Attachment
Evoke emotions
3. Authenticity
Be true and transparent
4. Advocacy
Be an advocate for your consumer, the society and the
environment
21
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