Brand Building Processes
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Transcript of Brand Building Processes
processes Brand building
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
Brand awareness + Brand experience = Brand equity
Brand Awareness
Brand Equity
Brand Experience
Value Proposition
Customer Needs
Brand awareness & brand equity
Brand Equity
Brand awareness
Brand Experience
Customer needs
Value proposition
The effect resoNance of
Brand building
INSIGHT STRATEGY IMPLEMENTATION EVALUATION • Research: Customer,
brand, competitors, media landscape.
• Segmenting and targeting.
• Situational Analysis. • SWOT • Market needs. • Strategy Canvas • Emotive Triggers
• Brand positioning. • Identify hygiene
factors, USP’s and emotive triggers.
• Core Brand Strategy • Key messaging. • Golden threads. • Media choices/strategy.
• Creative execution. • Golden threads. • Media Plan. • BTL Production. • Monitor all costs and
budget. • Monitor performance
vs. objectives.
• Post campaign audit. • Were objectives met?
(ROI) • Corrective measures if
required.
What’s In a Brand?
BRAND POSITIONING
How we are/ want to be perceived
BRAND IDENTITY Logo, Slogan, Symbols,
Colour
BRAND EXPERIENCE
Product, Service, Staff, Advertising, History, Pricing, Distribution
BRAND EQUITY Quality, Loyalty,
Awareness, Personality, Reputation, Market Share
but
unique?
what Makes US
1. Look for the A-HA’s. 2. What makes us different? 3. Identify our USP’s.
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?