Brand Building Processes
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processes Brand building
Segmentation (qualitative and quantitative)
Market Insights Team AMPS Telmar Research
Positioning Architecture Brand design Corporate Identity guidelines
Branding Inside Out
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
Brand awareness + Brand experience = Brand equity
Brand awareness & brand equity
The effect resoNance of
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, USPs 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
Post campaign audit. Were objectives met?
(ROI) Corrective measures if
Whats In a Brand?
How we are/ want to be perceived
BRAND IDENTITY Logo, Slogan, Symbols,
Product, Service, Staff, Advertising, History, Pricing, Distribution
BRAND EQUITY Quality, Loyalty,
Awareness, Personality, Reputation, Market Share
what Makes US
1. Look for the A-HAs. 2. What makes us different? 3. Identify our USPs.
Identify Hygiene factors Differentiators & USPs
If this is who we are, what makes us UNIQUE?