brandstrategytoolkit-090408005118-phpapp02

7/30/2019 brandstrategytoolkit-090408005118-phpapp02

1/26

BrandAmplitude, LLC All Rights Reserved 2007

Brand Strategy ToolkitEverything you need to define a brand in one place

1.10.07


2/26


Overview

Only 53% of firms say they have a long-

term brand strategy in place.(1)

While 80% of advertising and marketing

professionals say they are strongly

aware of their company's brand

positioning, only one fourth of them

"...can clearly articulate (their)company's brand position to... clients,

customers or prospective clients. (2)

Strong brands never happen by accident. Yet many companies do

not take a disciplined approach to brand planning and execution.

(1) Prophet, Best Practices Survey, 2002

(2) Louws Management Corporation Survey, 2007


3/26


Purpose

The need for brand building is widely

accepted. What is missing is a shared set of

tools for creating and implementing an

effective brand strategy.

This toolkit is designed to be a step-by-step template for marketers and marketing students

who understand the importance and principles of branding, but need a common language to

implement the process in their organization.


4/26


Brand Strategy Defined

The purposeof a brand strategy is to provide a plan for the systematic development of a

strong coherent brandin orderto enhance revenue and profits. The strategy should be

driven by the principles of differentiation and sustained consumer appeal.

There is no tool better than the brand for uniting the forcesand the stakeholders inside and around your company.

Thomas Gad, 4-D Branding: Cracking the Corporate Code of the

Network Economy, 2001

The role of brands has evolved; brands are now companyDNA, the spark from which all corporate life grows.

Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001

...ideally, the brand will make black and white decisions not

just at the top of the house, but also all the way down the line.

David F. DAllesandro, Brand Warfare: 10 Rules for Building the Killer Brand, 2001

The brand strategy shouldinfluence the total operation of a

business to ensure consistent

brand behavior in the

marketplace and consistent brand

experiences for the customer.


5/26


Brand Strategy and Marketing Strategy

Brand Strategy is separate from

the 4Ps. It guides and inform

decisions about every aspect ofthe marketing mix.

I. Corporate Objectives & Brand Portfolio

II. Marketing Objectives

III. Brand Strategy

Communications Strategy

Product and Pricing Strategy

Channel and Distribution Strategy

IV. Marketing Execution & Monitoring

Strategic Marketing Process

Brand Strategy is an integral part of the overall strategicmarket ingprocess. It

helps to bridge the gap between business strategy and marketing strategy.


6/26


Brand Strategy Process

Target & Insight

Brand Execution

Brand

Elements

CompetitiveAssessment

BrandInventory

Equity

PyramidPositioning

Objectives & MetricsPersonality

Communications

Strategy

Brand Experience Map

Brand Strategy

Brand Audit

CRM &

Community

Building

Points of Parity and Difference

The process of creating a brand strategy begins with a brand audit and ends with a plan

for executing the brand across all touch points. It can be generally thought of as having

three stages..


7/26


Brand Audit


8/26


Target Matrix

Current Brand

Users

Competitive Brand

Users

Category non-

usersLapsed Users

Size/Profile

Decision Criteria or

Motivators

Usage Behavior

Decision Process

Barriers/Concerns

Key Influences

Brand Importance

Role of price

Satisfaction

The purposeof the target matrix is to identify and evaluate alternative candidates for equitybuilding in order to ensure the brand focuses on the customers and prospects that offer the

greatest potential for increased revenue and profitability.


9/26


Decision-Drivers

The purposeof laddering is to identify key emotional and rational decision-making variables

and their relationship to key benefits and consumer values in orderto identify the most relevant

ideas to consumers.


10/26


Target Insight

Where to Find Insights

The purposeof a target insight is to describe how a meaningful connection can be

established between what the brand offers and the targets explicit or implicit needs in

orderto help identify a relevant brand promise.

Trends

Motivations/Sweet spots

Decision-making process/criteria

Higher level benefits

Image/Identity gaps

New Segments

Unmet needs


11/26


Insights Examples

Mastercard Priceless campaign What we found was that people buy things because of how

those things make them feel So the idea is that the item allows

you to get to some other place in your life that makes you feel

good.

National Youth Anti-Drug Program Above the

Influence campaign We wanted to elevate the conversation to make it more pro-

me than anti-drug. We know teens are very sensitive to

influences, positive and negative, from peers and the media.

Thats why we positioned it so teens would see influence as the

enemy and marijuana as one of the influences that gets in theirway. Its a way of empowering them so they can stand on theirown at a key moment of choice seeing that they could be above

the influence.


12/26


Brand Inventory

Heritage/Historical Positionings (existing products)

Brand Identity logos, icons or symbols

Secondary associations

Gaps between identity and image

Organizational strengths

Brand Values/Vision

Product performance claims, proprietary technology/patents

Third-party ratings or endorsements

Where to Find

Assets or Gaps

The purposeof the brand inventory is to identify existing or potential assets that can be

leveraged or gaps that need to be addressedin orderto build on or create sustainable

points of differentiation.
http://images.google.com/imgres?imgurl=http://www.mcla.edu/Site_Search/magnifying_glass_sm.jpg&imgrefurl=http://www.mcla.edu/Site_Search/index.php&h=225&w=300&sz=6&hl=en&sig2=PjEgCnJjfUkybrggd5eKYA&start=3&tbnid=ttVb6--E3ODdWM:&tbnh=87&tbnw=116&ei=y5aqRbj2H4OSjgGRge2VBg&prev=/images%3Fq%3Dmagnifying%2Bglass%26svnum%3D10%26hl%3Den%26lr%3D%26rls%3DGGLJ,GGLJ:2006-39,GGLJ:en%26sa%3DN


13/26


Points of Parity and Difference

BrandConsumers

Competition

Our

PODs

Potential Brand Differences

POPs

Points of Parity (Category

Benefits)

Competitive Brand

Differences

Their

PODs

Wants and Needs

The purposeof a PODs

analysis is to identify what ideasfrom our brand and competitive

brands are most meaningful and

potentially differentiating.

The purposeof a POPs

analysis is to identify which

category benefits are critical for

establishing credibility.


14/26


Brand Strategy


15/26


Brand Pyramid

Resonance

Consumer

Judgments

Consumer

Feelings

Brand ImageryBrand Performance

Salience

The purposeof the brand equity pyramid is to outline the basic building blocks of a what the brand should

stand forin order toguide the process of building brand equity. It is the basis for determining key elements

of the brand strategy brand vision, brand positioning, and brand personality and brand measurement.

Identity

Relationship

Response

Meaning

Brand Equity PyramidThe model was developed by Kevin Keller, professorof brand strategy at Dartmouth, based on hisCustomer Based Brand Equity Model (CBBE). Kelleris the author of two definitive texts on brand building.

The pyramid is just one of 4-5 leadingrepresentations of the components of brand equity.Other models include Y&Rs Brand Asset Valuator,

Millward Browns BrandDynamics model, etc. While

each model has its adherents, upon closer scrutiny,they are all very similar in their content and purpose.Whichever is selected, what is important is that itprovide a shared basis for understanding what ismeant by brand equity and how this construct

applies to your brand.


16/26


Brand Positioning

The purposeof brand positioning is to explain how the brand will create a sustainable competitive advantagein the minds of prospects & customers in orderto win loyal customers and ensure revenue and profits.

For (Target), (Brand/Company) is the only/best (consumer frame ofreference) that (statement of key benefit or guiding value),

because/by (reason to believe, key credibility point).

Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility


17/26


Positioning Building Blocks

SUPPORT

BENEFIT

Category definition

Need state or problem

Product quality or value

Most Reputable Company

Service or delivery difference

Homeowners/Business owners

Adults 35+; HHI $50,000+

Aware of ------

Experiencing -----


18/26


Positioning Examples

For women concerned about perspiration wetness, Secret isthe one brand of antiperspirant that is strong enough for aman but gentle enough for a woman.

For adults concerned about oral hygiene, Listerine is the onebrand of mouthwash that not only stops bad breath but alsohelps prevent gum disease.

For adult cold suffers, Nyquil is the one brand of cold remedythat effectively prevents cold symptoms at night so one cansleep.

For financially constrained college intenders, PNC is the onlyuniversity in NW IN that provides both a prestigious,marketable degree anda more authentic, real college

experience.
http://images.google.com/imgres?imgurl=http://img527.imageshack.us/img527/778/john3fz.png&imgrefurl=http://profile.myspace.com/index.cfm%3Ffuseaction%3Duser.viewprofile%26friendid%3D3057657&h=200&w=200&sz=10&hl=en&start=2&tbnid=H79uRRJEIY9BMM:&tbnh=104&tbnw=104&prev=/images%3Fq%3Dnyquill%26svnum%3D10%26hl%3Den%26lr%3D%26rls%3DGGLJ,GGLJ:2006-39,GGLJ:en%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.homegrocer.com/images/products/listerine%2520cool%2520mint%2520ltr.gif&imgrefurl=http://www.homegrocer.com/subcategorylist.aspx%3FEKapeTAyZHAirhgzkr%2Bt6y62YlKMUwNBMpMXeoW89RM%3D&h=150&w=150&sz=7&hl=en&start=4&tbnid=G_jkrlo5EiW0SM:&tbnh=96&tbnw=96&prev=/images%3Fq%3Dlisterine%26svnum%3D10%26hl%3Den%26lr%3D%26rls%3DGGLJ,GGLJ:2006-39,GGLJ:enhttp://images.google.com/imgres?imgurl=http://img.shopping.com/cctool/PrdImg/images/pr/100X100/00/01/d6/08/b7/30804151.JPG&imgrefurl=http://www.shopping.com/xDN-personal_care--pr_deodorant_and_anti_perspirant_type-gels&h=100&w=100&sz=2&hl=en&sig2=0FTm5azNGg1y22_x-uiRLA&start=4&tbnid=BUTldefWdK9wSM:&tbnh=82&tbnw=82&ei=CpWmRfDcGoqmigGxq_DXBQ&prev=/images%3Fq%3Dsecret%2Bdeoderant%26svnum%3D10%26hl%3Den%26lr%3D%26rls%3DGGLJ,GGLJ:2006-39,GGLJ:en%26sa%3DN


19/26


Brand Personality

The purposeof brand personality is to ensure a brand behaves in a way that is consistent with its values inorderto increase its appeal and create greater affinity with its target. Brand personality can also help to

differentiate a brands imagery relative to competitors.

What Brand is:

What Brand is NOT:


20/26


Brand Execution


21/26


Brand Elements

Brand Name

Brand Logos and Icons

Colors

Symbols

Music/Earcons

Celebrities or Personalities

Advertising slogans and jingles

Brand Alliances/Secondary Associations

Co-branding

Licensing

Sponsorship Event Marketing

Celebrity Endorsement

Third-party Endorsements


22/26


Integrated Communications Strategy

Current Beliefs

Current Actions

MessageDesired Belief

Desired Actions

The purposeof a communications strategy is to ensure all communications are unified around a compellingbrand idea in ordermaximize the consistency and efficiency of brand building communications.


23/26


IMC Strategy Example

Current Actions

Buy whicheversport drink is on

sale

Message

Gatorade is

the only

sports drinkthat is

backed by

years of

research

Desired Belief

Gatorade is betterthan other sportsdrinks

Desired Actions

Buy Gatorade

even when otherbrands are onsale

Current Beliefs

All sport drinks

are the same

Target: Moms with kids 8-17 who purchase sports drinks at supermarkets
http://images.google.com/imgres?imgurl=http://www.nfhs.org/staticContent/Images/Interface/National_Sponsors/gatorade.jpg&imgrefurl=http://www.nfhs.org/scriptcontent/va_Custom/vimdisplays/contentpagedisplay.cfm%3Fcontent_id%3D414&h=160&w=200&sz=29&hl=en&start=5&tbnid=_YoQaCqOi01PIM:&tbnh=83&tbnw=104&prev=/images%3Fq%3Dgatorade%26svnum%3D10%26hl%3Den%26lr%3D%26rls%3DGGLJ,GGLJ:2006-39,GGLJ:en%26sa%3DN


24/26


Post

Usage

Pre-Purchase

Experience

Usage Experience

Brand-Customer

Relationship

Thepurpose of the Brand Experience Touchpoint Cycle is to map the points ofinteraction that influence customer behavior and brand perceptions throughthe customer lifecycle in order to identify and optimize high-impact customertouchpoints.

Brand Experience

Brand Experience and

Touch Point Cycle


25/26


The smartest marketers have realized that it ispossible for communities to be formed around brandsand are helping nurture the process.

A whole new way to sell things that is beyond bothmass marketing or narrowcast, one-to-one strategies.Requires supporting, nurturing, listening andvalidating the group that is participating in yourbrand.

Community Building
http://images.google.com/imgres?imgurl=http://images-eu.amazon.com/images/P/1591840961.02.LZZZZZZZ.jpg&imgrefurl=http://www.accurateinspections.com/Home-Inspection-New-Jersey-NJ-Certified-Inspector/free.php%3Fin%3Duk%26asin%3D1591840961&h=500&w=333&sz=28&tbnid=O5Vo7YTum8NPVM:&tbnh=127&tbnw=84&hl=en&start=8&prev=/images%3Fq%3DThe%2BCulting%2Bof%2BBrands%26svnum%3D10%26hl%3Den%26lr%3D


26/26


For more information, contact:

Carol Phillips

BrandAmplitude, LLC

[email protected]

269-429-6526
mailto:[email protected]:[email protected]

brandstrategytoolkit-090408005118-phpapp02

Documents