Brand Strategy and Implementation

BRAND STRATEGY

AND IMPLEMENTATION

Michael Lang

© ML4Marketing, 2012. All rights reserved.

The Marketing Mindset 2


The Customer: Your King And Your Queen 3


Election Day All Year Long 4

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The Royal Formula 5


The Villain 6


Why Care About Brands Consumer Point Of View

Orientation and information

The brand functions as an information and orientation

guide. Increases market transparency.

Trust building

The brand acts as a signal for quality of performance.

Reduces the perceived risk by communicating security in

acquisition, use and disposal.

Symbol

The symbolic benefit of a brand can, for example, be an

increase in prestige in the social or occupational

environment.

7


Why Care About Brands Manufacturer Point Of View

Effective brand strategies enable sustainable profit

and growth

Price premium

Customer loyalty

Cross selling

Recommendation

Employee satisfaction & pride

8


How To Think About Brands At The Intersection Of Projection And Perception

9

Content

Design

Actions

Process

Value

Prop

Brand Image

Perception Projection


How To Think About Brands The Goodwill Factor

10

Product Benefit Consumer Goodwill +

Brand Value


Corporate Brand Management A Process Perspective

11

Brand Strategy

Definition Develop Brand Strategy based

on corporate strategy across all

businesses

Brand Monitoring Continuously monitor brand

performance and identify areas

of improvement

Brand Strategy

Implementation Create and implement programs

to support brand strategy


Do People Know Your Brand? 12

I’ve heard

about that

brand before.

I think about

this brand

among others.

This brand

comes to mind

first.


What Are People Talking About? 13

?


Raise Awareness,

Sharpen Profile, Increase Consistency 14


The Definition Of A Brand 15

A brand is the condensed

expression of a credible peak

performance to ensure

orientation and trust.

1. Know your peak performance

2. Condense them

3. Express and deliver them


From Brand Promise To Communication 16

Brand

Promise

Value Proposition Brand Communication

• Message

• Story

• Target Audience

• Media Channels

• Social

• Relationship

• Activation

• Engagement

• Experience


Brand Strategy The Fundamentals Below The Surface

17

Logo

Brand Name

Brand Style

Brand Design

Communications

Marketing

Brand Touch Points

Brand Programs

Brand Rules

Brand Portfolio

Brand Positioning

Fans

Breeding Grounds

Brand Cores

Peak Performance

Brand

Strategy

Brand

Image

Cause

E

ffect


Brand Architecture

A brand architecture manages the relationships within complex brand systems.

Well set-up brand architectures avoid that brands within one system disturb each

other. They allow for a clear separation or a clear relationship in between

individual brands.

Strategically built brand architectures can make competitive attacks more difficult,

raise market entry barriers and speed up market entries

18

Strong brands have a strategically sound and smart brand architecture, which gives

orientation to all stakeholders and reflects well the image of the brand(s)


Development Of A Brand Architecture From Corporate Strategy To Brand Strategy

19


Executing A Brand Architecture Holistic Approach According To Kotler

20

• Investors

• Customers

• Authorities

• Vendors/Partner

• Ethics

• Environment

• Legal

• Community

• Product/Service

• Communications

• Media/PR

• Trade

• Board

• Executive Team

• All Departments

• All Hierarchies

Internal Marketing

External Marketing

Relationship Marketing

Socially Responsible Marketing

HOLISTIC

APPROACH


Create A Champion Brand: 4A’s

1. Alignment

Match expectations

2. Attachment

Evoke emotions

3. Authenticity

Be true and transparent

4. Advocacy

Be an advocate for your consumer, the society and the

environment

21


Living The Brand Walking The Talk

22


The Highest Honor Years To Earn, Seconds To Break

23


Thank You! 24

A brand for a company is like a

reputation for a person. You earn

reputation by trying to do hard things

well.

- Jeff Bezos

Brand Strategy and Implementation

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