Brand strategy

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Brand StrategyBrand Strategy

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Brand StrategyBrand Strategy
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contract
Communicating Brand Position
Measuring RoBI

Brand VisionBrand 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 VisionBrand 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

A brand's positioning isA 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.

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.

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.

Disney
Wal – Mart
Fedex
McDonalds
Apple
Google
Toyota
Family Fun Entertainment
Low Prices and Good Values
Guaranteed Overnight Delivery
Food and Fun
Innovation
Simplicity
Reliability

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

The Five Principles ofThe Five Principles of
Effective PositioningEffective Positioning
Fit :Fit : Seek to leverage strengths of
existing brand position
Value :Value : Focus on the perceived benefits
that customers value, as determined by
the customer model
UniquenessUniqueness : Go where the
competitors are not.

The Five Principles ofThe Five Principles of
Effective PositioningEffective Positioning
SustainabilitySustainability : Maximize the length of
time this positioning can be owned
within the competitive set
CredibilityCredibility : Get a credible fit between
who you are and the supplier predicated
by the customer model.

A Brand Contract isA 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.

Brand Contracts can
and should change
over time. New
promises can be
added, other promises
can be updated, and
irrelevant promises can
be deleted.

A Brand ContractA 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.

In addition to positive promises to customers, a
Brand ContractBrand Contract can contain negative promises
or attributes. It is important to build on the strong
brand promises and mitigate the negative ones.

Starbucks' Implicit Brand ContractStarbucks' 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

Successful Brand-BasedSuccessful Brand-Based
CommunicationsCommunications
• 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.

Some Metrics to Measure Return on BrandSome Metrics to Measure Return on Brand
Investment:Investment:
• Brand name knowledge, awareness,Brand name knowledge, awareness,
recognition, recallrecognition, recall: measures strength of the
brand as reflected by customer's ability to
identify the brand under varying conditions
• Contract fulfillmentContract fulfillment: measures the degree to
which your brand is upholding its Brand
Contract

• Acquired customersAcquired customers: counts customers
claiming they have come to your company based
on the strength of the brand
• Customer loyaltyCustomer loyalty: measures the degree to
which customers continue to purchase your
brand and how long that loyalty has lasted

• Financial valueFinancial value: reports the financial value of
your brand in the marketplace
• Price premiumPrice premium: finds the percentage of price
premium your brand is able to command over
private-label brands, as well as key competitor
brands

Source of Reference:
Scott M. Davis, Brand Asset Management, Jossey
Bass.

Brand strategy

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