How do you achieve brand equity? In order to do this a brand's awareness, value proposition, brand experience and customer needs all need to be aligned and resonate with each other.
Here are a few processes on how to achieve brand equity.
2. process overview
Brand
Positioning
• Competitive
analysis
• Segmentation
(qualitative and
quantitative)
• Market Insights
• Team
• AMPS
• Telmar
• Research
• Brand Positioning
Brand
Blueprint
• Positioning
• Architecture
• Brand design
• Corporate
Identity
guidelines
Value
proposition
Marketing
Plan
• Branding Inside
Out
• Communications
Stratplan
• ATL Media plan
• BTL Comms
• Marketing
collateral
• PR Press/Media
releases, and
Editorial
• Web site
architecture
• Product and
service
offering per
segment.
• Red Ocean
Blue Ocean
• Value
Innovation
• Emotive
Triggers
8. CORE OFFERING
FUNCTIONAL BENEFITS
EMOTIVE BENEFITS
PERSONALITY
SUBSTANTIATORS
ESSENCE
Promise
Identify
Hygiene factors
Differentiators
&
USP’s
If this is who we are, what
makes us UNIQUE?