A simple reminder for non-marketers of the components of a robust branding strategy. Enduring brands are thoughtfully created.

1. Waldo Finn
The Consumer Matters
Brand Basics

2. What Is Brand Equity?
Brand Equity is a set of assets (and liabilities) linked
to a brand’s name and symbol that adds to (or
subtracts from) the value provided by a product or
service to a firm and/or a firm’s customers.

3. Building A Brand Over Time
Brand Name Awareness
Brand Recognition – familiarity with the brand from past exposure
Brand Recall – if the brand comes to consumer’s minds when its
product class is mentioned
Brand Loyalty
The more loyal customers are to a brand, the more valuable the
brand is
Loyal customers create very predictable sales and profit
Customer loyalty can be increased by instituting Frequent Buyer
Programs and Customer Clubs, or through Database Marketing
Perceived Quality
Perceived quality of a brand drives financial performance
Brand Associations
Brand associations are the mental associations that people have in
regards to a brand – product attributes, symbols, product class, etc.
Brand Identity drives these Brand Associations

4. What Is Brand Identity?
Brand Identity is a unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations represent
what the brand stands for and imply a promise to
customers from organization members.
There are 4 brand identity perspectives:
Brand as a Product
Brand as an Organization
Brand as a Person
Brand as a Symbol

5. Developing Brand Perspectives
Brand as Product
What is the product? Why is it better/different than
competitors? When do you use it? Is it store-brand or
top-shelf?
Brand as an Organization
What does the company stand for? How do they operate
business? How does that translate to their products?
Brand as a Person
If this product was a person, who would it be? What type
of personality would it have? What type of relationship
does the customer have with the brand?
Brand as a Symbol
Are there any logos/symbols that come to mind when
thinking about this brand? Can customers easily bring to
mind the brand identity when they see its associated
symbol?

6. Implementing the Brand Identity
Implementation begins with the creation of a
Brand Position based on the Brand Identity
Brand Position is the part of the brand identity
and value proposition that is to be actively
communicated to the target audience and that
demonstrates an advantage over competing
brands.
Internally, you should be clear with
employees how to operationalize your brand
and support it at every touchpoint.

7. Brand Strategy Over Time
The key to a strong Brand over time is
consistency with the Brand Identity.
You can change the Brand Perception by
evolving the Identity:
Update the logo, Use new Slogans, Create new
Products
You may also augment the Identity:
Create Sub-brands, Change user imagery, Add
emotional benefits, or Create Product
Extensions

8. What Is Brand Architecture?
Brand Architecture defines the way in which
the brands within a company’s portfolio are
related to, and differentiated from, one
another. Should define how the corporate
brand and sub-brands relate to and support
each other.

9. Managing A System Of Brands
Within the organization, the system of brands must
fit together and support each other (at least not
contradict and confuse the customer); decisions
must be made with other brands in mind.
Each Brand will fall into a specific role:
Driver – Drives the purchase decision
Endorser – Provides support and credibility to driver
brand
Strategic – Important brand to the future of the company;
Represents large future profit or is highly impactful for
company initiatives
Subbrand – Part of a new line within the brand system
Branded Benefits – Features, components, services
Silver Bullet – Subbrand or branded benefit that is
employed as a vehicle for changing or supporting a
parent brand

10. Creating a Leveraged Brand
A strong brand can be leveraged to
create larger and stronger business
entities
There are several options to leverage
brands:
Line extensions within the existing product
class is the simplest form of leveraging
Stretching the brand up or down within a
specific product class is also common
Brand Extension, or extending the brand
into other product classes, is the ultimate
way to leverage

11. Organizing For Brand Building
Someone, or a group of individuals, must be in
charge of the brand: From creating the Brand Identity,
to designing implementation, to making Product Line
decisions (Brand Manager, CEO, Brand Champion,
Brand Committee, etc.)
Companies must coordinate the brand across the
organization – different divisions that use the same
Brand should all be in alignment
Coordinating the Brand in the Media is also key,
ensuring that regardless of the medium, the message
is consistent

12. Thank you!
@gearheadgal
http://theconsumermatters.com