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.

1. Brand Strategy and Architecture
Project Ascent
March 09
© 2009 Blueprint Advisory Pty Ltd

2. The brand process

3. Brand strategy
vision + action + expression + experience

4. Next steps in a single view

5. The process

6. Picture the future
through stakeholder eyes

7. Attribute mapping

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. Brand names

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. Qualities of an effective name
• Meaningful
• Distinctive
• Future oriented
• Modular/stretch
• Protectable
• Positive
• Visual

12. Criteria for a brand name

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. Brand architecture

15. BMW - monolithic

16. British Airways – monolithic with extension

17. Endorsed logos: Product, Corporate, Service and Event

18. Proctor & Gamble - branded

19. Telstra - hybrid