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, 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

    vs. objectives.

    Post campaign audit. Were objectives met?

    (ROI) Corrective measures if

    required.

  • Whats 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-HAs. 2. What makes us different? 3. Identify our USPs.

  • CORE OFFERING

    FUNCTIONAL BENEFITS

    EMOTIVE BENEFITS

    PERSONALITY

    SUBSTANTIATORS

    ESSENCE

    Promise

    Identify Hygiene factors Differentiators & USPs

    If this is who we are, what makes us UNIQUE?