Brand Positioning & PlanningBrand Positioning & Planning

• Strategic Brand Management• MARK1115

Jon Wilsonwj72@gre.ac.uk

Room: QA 248

Brand Planning - Easier said than done!

Paul Trott, Paul Trott, Innovation Management and New Product Development, Innovation Management and New Product Development, 33rdrd edition, Pearson Education edition, Pearson Education

Converting as muchConverting as much tacittacit knowledge into theknowledge into the explicitexplicit

Branding system

Paul Trott, Paul Trott, Innovation Management and New Product Development, Innovation Management and New Product Development, 33rdrd edition, Pearson Education edition, Pearson Education

Brand Owner(Firm & Employees)

Consumers [Users]

Gatekeepers(Media/PR)

Endorsers[contract/Owner control]

Social Networkers

Celebrities

Flow of Communication & Interplay betweenBrand Stakeholder groups

(Wilson and Fan, 2010)

SocialNetworkers

[non-Users]

BRAND

[Doners]

GovernmentNGOs

General PublicBrands/Firms

Active Influence-led: +ve/-ve

Driving controlled ownership: +ve

Passive Interest-led: +ve/neutral/-ve

Intermediaries

[non-Owners]

Ad. MediaChannel Partners[contract/Owner control]

[Doners]

[Doners]

Degree, Motive & Nature of Coms.[Doners]

Communications objectives: the DAGMAR model

Source:Source: Colley, R.H. (1961), Colley, R.H. (1961), Defining Advertising Goals for Measured Advertising ResultsDefining Advertising Goals for Measured Advertising Results ..

New York: Association of National Advertisers.New York: Association of National Advertisers.

Source: H. Rubinstein (1996) ‘Brand first management’, Journal of Marketing Management, Vol. 12, 269–80.

Internal and external brand contacts

Stages in the brand life cycle and communications objectives

Basic approach1. VISION: Long term idea or wish of where the brand should be in the years to come.

2. MISSION: Statement of the brands’ function in the market.

3. OBJECTIVES: Measurable, real, quantitative goals set for the brand to accomplish during a specified period of time.

4. TACTICS & ACTION: Very specific actions that will be taken throughout a specific time period that will get the brand to carry out its objectives.

5. COMPANY VALUES: All of the components above must be ‘in sync’ with the values the company cherishes.

Propagating a virtuous circle of innovation

Paul Trott, Paul Trott, Innovation Management and New Product Development, Innovation Management and New Product Development, 33rdrd edition, Pearson Education edition, Pearson Education

The EFQMThe EFQM excellence modelexcellence model (European Foundation for Quality Management(European Foundation for Quality Management)

Source: Source: Adapted from N. Slack Adapted from N. Slack et alet al. (2004) . (2004) Operations ManagementOperations Management, 4th edn, Pearson Education, London., 4th edn, Pearson Education, London.

Managing brand innovation

Brand Marketing Planthe foundation of integrated marketing communications processes

• Brand Marketing Objective : something specific to be accomplished

• Brand Promise : Make a one-sentence promise that matters to your audience

• Brand Attributes : Talking points from the brand promise, that for the basis of brand-building communications

• Brand Category : Focus!

• Brand Positioning : A statement that shows differentiation

• Positioning Anchors : Evidence supplied to back up promises

• Audience : Define

• Marcoms : Align to target audiences and brand message

• Budget : How much is being invested in the plan

Extracts from:Extracts from: http://ubrander.wordpress.com/2006/08/31/how-do-i-create-a-brand-marketing-plan/http://ubrander.wordpress.com/2006/08/31/how-do-i-create-a-brand-marketing-plan/

One corporate perspective

Points for discussion• Does detailed brand planning occur when

– It warrants the attention– There is enough money– It can offer greater competitive advantages over

service and functionality– There is a pull to unify– It’s seen as more than just a name– More is at stake– There is an appetite for it

Founded in 1968.Founded in 1968.

In 1992, the first year of "Intel Inside" campaign, worldwide sales rose In 1992, the first year of "Intel Inside" campaign, worldwide sales rose 63%. 63%.

Awareness of the Intel logo amongst European PC purchasers grew Awareness of the Intel logo amongst European PC purchasers grew from 24% at the start of "Intel Inside" campaign in 1991, to 94% by from 24% at the start of "Intel Inside" campaign in 1991, to 94% by

1995. 1995.

In 2001, Intel was listed as the sixth most valuable brand in the world. In 2001, Intel was listed as the sixth most valuable brand in the world.    

Though AMD and other manufacturers could, and did, produce Though AMD and other manufacturers could, and did, produce comparable and even superior processor chips, that fact is lost on comparable and even superior processor chips, that fact is lost on

buyers - mesmerised by Intel who controlled 90% of world's share of buyers - mesmerised by Intel who controlled 90% of world's share of PC microprocessors by 1998. PC microprocessors by 1998.

Founded in 1981.Founded in 1981.

The band has sold an The band has sold an estimated 100 million estimated 100 million records worldwide.records worldwide.

Innocent was founded by three Cambridge Innocent was founded by three Cambridge graduates in 1999 - from advertising and graduates in 1999 - from advertising and management consultancy backgrounds.management consultancy backgrounds.

• Vehicles were originally sold under the name "Toyoda" (Vehicles were originally sold under the name "Toyoda" ( トヨダトヨダ ), from the ), from the family name of the company's founder, Kiichiro Toyoda.family name of the company's founder, Kiichiro Toyoda.

• In September 1936, the company ran a public competition to design a new In September 1936, the company ran a public competition to design a new logo. Out of 27,000 entries the winning entry was the three Japanese logo. Out of 27,000 entries the winning entry was the three Japanese katakana letters for "Toyoda" in a circle.katakana letters for "Toyoda" in a circle.

• Risaburo Toyoda, who had married into the family and was not born with Risaburo Toyoda, who had married into the family and was not born with that name, preferred "Toyota" (that name, preferred "Toyota" ( トヨタトヨタ ) because it took eight brush strokes ) because it took eight brush strokes (a fortuitous number) to write in Japanese.(a fortuitous number) to write in Japanese.

• It was visually simpler (leaving off two ticks at the end) and had a voiceless It was visually simpler (leaving off two ticks at the end) and had a voiceless consonant instead of a voiced one (voiced consonant is considered "murky" consonant instead of a voiced one (voiced consonant is considered "murky" or "muddy" sound compared to the voiceless consonant, which is "clear").or "muddy" sound compared to the voiceless consonant, which is "clear").

• Since "Toyoda" literally means "fertile rice paddies", changing the name also Since "Toyoda" literally means "fertile rice paddies", changing the name also helped to distance the company from associations with old fashioned helped to distance the company from associations with old fashioned farming.farming.

• The newly formed word was trademarked and the company was registered The newly formed word was trademarked and the company was registered in August 1937 as the "Toyota Motor Company".in August 1937 as the "Toyota Motor Company".

Brand planning is an ecological process