Brand Strategy

Slideshow Transcript

1. Slide 1: Brand Strategy 1 visit: www.studyMarketing.org
2. Slide 2: You can download this presentation at: www.studyMarketing.org Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Branding 2 visit: www.studyMarketing.org
3. Slide 3: Brand Strategy Developing Brand Vision Establishing Brand Position Fulfilling Brand Contract Communicating Brand Position Measuring RoBI 3 visit: www.studyMarketing.org
4. Slide 4: 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 4 visit: www.studyMarketing.org
5. Slide 5: Brand Vision Provides a vision that forces management to articulate what they want the brand to \"do\" for the organization over the next five years, relative to brand value, revenue, and profit contributions 5 visit: www.studyMarketing.org
6. Slide 6: A brand's positioning is the place in consumers' minds that you want your brand to own—the benefit you want them to think of when they think of your brand. 6 visit: www.studyMarketing.org
7. Slide 7: A strong brand position means the brand has a unique, credible, sustainable, and valued place in customers' minds. Good positioning gives you the direction required to focus the organization and focus your strategic efforts. 7 visit: www.studyMarketing.org
8. Slide 8: A good positioning is a single idea to be communicated to your customers. It revolves around a benefit that helps your product or service stand apart from the competition. 8 visit: www.studyMarketing.org
9. Slide 9: Family Fun Entertainment Disney Low Prices and Good Values Wal – Mart Guaranteed Overnight Delivery Fedex Food and Fun McDonalds Innovation Apple Simplicity Google Reliability Toyota 9 visit: www.studyMarketing.org
10. Slide 10: A well-crafted brand positioning has three primary components: • A definition of the target market you wish to pursue • A definition of the business your company is in or the industry or category it competes in • A statement of your point of difference and key benefits 10 visit: www.studyMarketing.org
11. Slide 11: The Five Principles of Effective Positioning Fit : Seek to leverage strengths of existing brand position Value : Focus on the perceived benefits that customers value, as determined by the customer model Uniqueness : Go where the competitors are not. 11 visit: www.studyMarketing.org
12. Slide 12: The Five Principles of Effective Positioning Sustainability : Maximize the length of time this positioning can be owned within the competitive set Credibility : Get a credible fit between who you are and the supplier predicated by the customer model. 12 visit: www.studyMarketing.org
13. Slide 13: A Brand Contract is a list of all promises the brand makes to customers. Such a contract is executed internally, but it is defined and validated externally by the marketplace. 13 visit: www.studyMarketing.org
14. Slide 14: Brand Contracts can and should change over time. New promises can be added, other promises can be updated, and irrelevant promises can be deleted. 14 visit: www.studyMarketing.org
15. Slide 15: A Brand Contract is a critical piece of the brand position because it helps to further define marketplace perceptions and expectations and forces managers to be honest with themselves. 15 visit: www.studyMarketing.org
16. Slide 16: In addition to positive promises to customers, a Brand Contract can contain negative promises or attributes. It is important to build on the strong brand promises and mitigate the negative ones. 16 visit: www.studyMarketing.org
17. Slide 17: Starbucks' Implicit Brand Contract • Provide the highest quality coffee available on the market today • Offer customers a wide variety of coffee options as well as com- plementary food and beverage items • Have an atmosphere that is warm, friendly, homelike, and appropriate for having a conversation with a good friend or reading a book • Recognize that visiting Starbucks is as much about the experience of drinking coffee as it is about the coffee itself 17 visit: www.studyMarketing.org
18. Slide 18: Successful Brand-Based Communications • Use all communication strategies to help achieve your corporate strategy and brand vision. • Let your brand positioning largely determine the right communications strategy to execute. • Use an integrated marketing communications strategy to get maximum return from all dollar investments. 18 visit: www.studyMarketing.org
19. Slide 19: Some Metrics to Measure Return on Brand Investment: • Brand name knowledge, awareness, recognition, recall: measures strength of the recall brand as reflected by customer's ability to identify the brand under varying conditions • Contract fulfillment: measures the degree to fulfillment which your brand is upholding its Brand Contract 19 visit: www.studyMarketing.org
20. Slide 20: Some Metrics to Measure Return on Brand Investment: • Acquired customers: counts customers claiming customers they have come to your company based on the strength of the brand • Customer loyalty: measures the degree to which loyalty customers continue to purchase your brand and how long that loyalty has lasted 20 visit: www.studyMarketing.org
21. Slide 21: Some Metrics to Measure Return on Brand Investment: • Financial value: reports the financial value of value your brand in the marketplace • Price premium: finds the percentage of price premium premium your brand is able to command over private-label brands, as well as key competitor brands 21 visit: www.studyMarketing.org
22. Slide 22: Source of Reference: Scott M. Davis, Brand Asset Management, Jossey Bass. 22 visit: www.studyMarketing.org