5. Brand Strategy Process Target & Insight Brand Execution Brand Elements Competitive Assessment Brand Inventory Equity Pyramid Positioning Objectives & Metrics Personality Communications Strategy Brand Experience Map Brand Strategy Brand Audit CRM & Community Building Points of Parity and Difference The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points.
6. Brand Audit Target & Insight Competitive Assessment Brand Inventory Brand Audit Points of Parity and Difference
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8. Target Insight: Wine Enthusiasts Enthusiasts are passionate about the entire wine experience. They enjoy researching what to buy and enjoying wine with friends and family. They like the whole culture of food, wine and knowing how to get the most out of the experience. “ So much variety to try. I like to look at labels but I also like to look at Wine Spectator. I really like to entertain, tasting wine with friends. It’s the best experience.”
15. Brand Pyramid The brand equity pyramid outlines the basic building blocks of what the brand should stand for – brand vision, brand positioning, and brand personality and brand measurement. Identity Relationship Response Meaning Brand Equity Pyramid Resonance Consumer Judgments Consumer Feelings Brand Imagery Brand Performance Salience
16. Example Brand Pyramid: Ravenswood Identity Relationship Response Meaning Brand Equity Pyramid Resonance The wine I’m proud to share. Consumer Judgments Quality wine Authentic, genuine Consumer Feelings Confident, Discerning, savvy Brand Imagery Accessible, not snooty wine for discerning wine lovers. Brand Performance Quintessential CA Zinfindel Soul not overridden by process. Salience Ravenswood is a high quality Sonoma varietal everyone can enjoy.
17. Brand Positioning Statement A brand positioning statement describes how the brand will communicate with a specific target group to create a sustainable competitive advantage. For (Target), (Brand/Company) is the only/best (consumer frame of reference) that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point). Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
18. Positioning Example: Carhartt For hardworking men and women who value doing the job right, Carhartt is the authentic work wear expert that provides proven, uncompromised performance to support what you do because 1) Carhartt has continuously innovated to meet worker’s demands for over 100 years 2) Carhartt products have been tested and proven on-the-job with real workers.
19. Brand Personality Brand personality describes how a brand behaves --- what it does and how it does it – so that the brand always acts consistent with its values. Brand personality enhances target appeal and provide further differentiation. What Brand is: What Brand is NOT: The FIVE CORE DIMENSIONS OF PERSONALITY Sincerity (down to earth, honest, real, wholesome, cheerful) Excitement (daring, trendy, spirited, cool, imaginative, up-to-date) Competence (reliable, intelligent, successful, leader, confident) Sophistication (upper class, charming, glamourous, good looking) Ruggedness (outdoorsy, tough, masculine)
20. Brand Personality: Rosa Mexicano What Rosa Mexicano is: Friendly Fun Sophisticated & Contemporary Spirited Authentic What Rosa Mexicano is NOT: Fancy Traditional Pretentious or stuffy Take itself too seriously
21. Brand Execution Brand Execution Brand Elements Communications Strategy Brand Experience Map CRM & Community Building
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Editor's Notes
Customer understanding continually feeds the three step process of: Creating your Brand Promise Developing your Brand Strategy and Living your Brand
BLOCKBUSTER is a brand that’s respected although not universally loved. As noted earlier, consumers functionally describe their relationship with BLOCKBUSTER, and even the most ardent Advocates are lacking in passion for the brand. The images above were all generated by heavy users – yet note a decided absence of strongly felt or consistent brand perceptions. The primary image is that of a large but dull corporation. Hardly the kind of brand people want to identify with. The underlying positive impressions of BLOCKBUSTER advocates are “neutralized” by the disparaging negativity that’s propagated by disenfranchised consumers. The absence of a deep-seeded passion for BLOCKBUSTER and lack of positive “buzz” translates into low levels of emotional conviction. It also raises concern that customers could be becoming apathetic toward the brand or losing relevance.
A structured conversation with the aim of auditing the brand? emotion v fact reputation and values Are we where we need to be today Where’s the future of the brand? where do we want to go What’s the gap What mechanisms, actions, processes are available to drive the brand in the right direction and build appropriate and valuable equity?
A structured conversation with the aim of auditing the brand? emotion v fact reputation and values Are we where we need to be today Where’s the future of the brand? where do we want to go What’s the gap What mechanisms, actions, processes are available to drive the brand in the right direction and build appropriate and valuable equity?
A structured conversation with the aim of auditing the brand? emotion v fact reputation and values Are we where we need to be today Where’s the future of the brand? where do we want to go What’s the gap What mechanisms, actions, processes are available to drive the brand in the right direction and build appropriate and valuable equity?
A structured conversation with the aim of auditing the brand? emotion v fact reputation and values Are we where we need to be today Where’s the future of the brand? where do we want to go What’s the gap What mechanisms, actions, processes are available to drive the brand in the right direction and build appropriate and valuable equity?
Identify key behaviors, don’t have to tranform CWSR’s into sales people, start off with a key behaviors.