2. Definition of a Brand
(1) Defines the differential features of a product or service:
• Real or Imaginary
• Rational or Irrational
• Tangible or Intangible
(2) Constitutes an image that creates a personal experience:
• Own
• Third party
• Imaginary
3)With conscious and unconscious contents that the consumer
projects and deposits on it;
(4) Constitutes part of and builds up his/her identity;
(5) Generates certain perceptions, attitudes and behaviors and
enables fulfillment in their lives
3. What is branding strategy ?
bb
rr
Brand strategy describes how the brand intends toBrand strategy describes how the brand intends to
Create customers and advance them beyond theCreate customers and advance them beyond the
Reach of competitors.Reach of competitors.
A brand strategy will position customers as aA brand strategy will position customers as a
key part of the company’s competitive edge—key part of the company’s competitive edge—and keep moving that edgeand keep moving that edge..
4. What a branding strategy must
include ?
• It is value-based. It aims to deliver new forms of value that
advance customers beyond the status quo, and beyond the reach of
competitors
• It innovates. It aims to deliver a new customer context, a new
vision of what customers can be, and do—exclusively through the
brand.
• It is structured as a platform. Its goal is to make the brand a
platform of new customer opportunities, a springboard for personal
customer growth
• It collaborates with customers. Brand strategy is a joint effort
to free customers from current markets, illusions or fears that hold
customers back. We structure collaboration through brand engagement
5. Branding strategy of
HALMOLA CANDY
Creating Brand Vision
A clear articulation of the strategic, financial and brand
goals that management has created for the brand
A first step to strategic screens as to where the brand can
and cannot go.
Brand vision provides a vision that forces management to
articulate what the brand “do” for the organization for the
future years, relative to brand value, revenue and profit
contribution.
6. Continuation..
• The Brand Vision Strategy sets the future direction for the brand,
based on a deep understanding of consumers’ needs and the
opportunity that filling those needs represents
• A Brand Vision Strategy: Focuses the business team and the
organization on exploring, articulating and developing brand equities
that represent a strong position of preference, loyalty and emotional
bonding with consumers.
7. Steps for developing brand vision
There are six steps to developing a Brand Vision Strategy:
• Develop the Brand Vision.
• Identify the Brand Promise and support.
• Identify/describe the Target Audience, Key Consumer Insights and the
Competitive Framework.
• Evaluate likely competitive reaction.
• Identify/define the Brand Character.
• Identify the Brand Challenge.
8. Branding strategy of
DOVE SOAP
Brand Positioning
The place in consumer’s mind that you want your brand to own-the
benefit you want them to think of when they think of your brand.
A strong brand position means the brand has a unique, credible,
sustainable and valued place in consumer’s mind.
Good positioning gives you the direction required to focus the
organization and focus your strategic effort.
9. Components of brand positioning
A well crafted brand positioning has three primary
components:
1) A definition of the target market you wish to pursue.
2)The definition of the business your company is in or
the industry or category it competes in.
3) A statement of your point of difference and key
benefits.
10. Principles of effective positioning
Fit : Seek to leverage strength of existing brand position
Value : Focus on the perceived benefit that customers value, as
determined by the customer model.
Uniqueness: Go where the competitors are not.
Sustainability : Maximize the length of time this positioning can be
owned with in the competitive set.
Credibility : Get a credible fit between who you are and the
suppliers predicted by the customer model.
11. Branding strategy of TANG
Brand Contract
A lit of all promises the brand makes to the customers. Such a contract
is executed internally ,but it is defined and validated externally by the
market place.
A brand contract can and should change over time. New promises can
be added, other promises can be updated, and irrelevant promises can
be deleted.
A brand contract is a critical piece of the brand position because it
helps to further define market place perceptions and expectations and
forces managers to be honest with themselves.
12. Branding strategy of
MESWAK TOOTHPASTE
Successful brand-based communication
Use all communication strategies to achieve your corporate strategy
and brand vision.
Use an integrated marketing communication strategy to get maximum
return from all investments.
13. Some metrics to measure return on brand
investment
Brand name knowledge ,awareness recognition,
recall : Measure strength of the brand as reflected by customers
ability to identify the brand under varying condition.
Contract fulfillment: Measures the degree to which your brand is
upholding its brand contract.
Acquired customers: Counts customers claiming they have come to
your company based on the strength of the brand.
Customer loyalty: Measures the degree to which customers continue
to purchase your brand and how long that loyalty has lasted.
Financial value: Report the financial value of your brand in the
market place.
14. “Creating customers” is a
strategic act
• “Creating customers” is a strategic act in itself. It is one reason why
the “creating customers” approach to brands is so powerful. It is
inherently strategic. It aligns company and customers in a shared
context from the get-go. A brand strategy should transform the narrow
context of “buyer-seller” into the mutually-rewarding context of
“team.” That in itself is a key competitive advantage because it frames
the brand in a customer context
