brand strategies
TRANSCRIPT
Brand Strategies
BRAND CREATION
1. Developing a Brand Vision
2. Establishing a Brand Position
3. Fulfilling a Brand Contract
4. Communicating Brand Position
5. Measuring Return on Brand Investment (ROBI)
The 5 Steps
A clear expression of the strategic, financial and brand goals that the management has created for the brand.
A first step is to indicate where the brand can and cannot go.
Step 1. Brand Vision
Perimeters of BrandsNo-go areas
Extension areas
Outer core
Inner Core• Great taste• Premium priced• Health
No artificial flavoring
Glass Bottles
Concentrated drink
Black currant
Mothers with
children
Sugar free
Plastic Bottles
Enhanced health
Flavors
Carbonated
Ready to
drink
Out of home
Medical positioning
Main-stre am
soft dr ink
Low pr
ice
Non foodsMale
posit
ioning
Aver
age
tast
e
Step 2. Brand Positioning
A concept so simple,people have difficulty understanding
how powerful it is!
Refer earlier notes for details
The 3C’s of positioning• Be Crystal clear
• Be Consumer-based– Be relevant and credible to the consumer– Write in consumer language and from consumer’s
view point
• Be Competitive– Be distinctive– Focus on building brand elements into powerful
discriminator– Be persuasive– Be sustainable
Determined by a combination of:-
management judgment &
experience
trial & error
some experimentation (test
marketing)
field research
Positioning Strategy - Reality
A list of promises a brand makes to customers Contract is executed internally but validated externally Brand Contracts can change and must change to remain in
leadership
Step 3. Brand CONTRACT
A brand contract is a critical piece of brand position because it further helps to define and redefine:• Marketplace perceptions• Expectations and forces
management to be honest with themselves
Brand CONTRACT
Use all ‘communication strategies’ to helpachieve your brand strategy and vision.
Let the brand position determine the communication strategy
Use an integrated marketing communications approach for success.
Step 4. Communicating Brand Position
Facilitating the Success of new Brands through Brand Adoption
Samples and Coupons (B2C)
Distribution(B2C and B2B)
Product Satisfaction(B2C and B2B)
Trade ShowsAnd Personal Selling (B2B)
Advertising (B2C and B2B)
Price(B2C and B2B)
Awareness Class
TrierClass
Repeater Class
Model of the Brand adoption Process
To measure common metrics are:Brand awareness and brand recall Brand contract fulfillmentAcquired customers and customers lostCustomer LoyaltyPrice PremiumTo place financial value on the Brand
Step 5. Measuring the Return on Brand Investment (ROBI)
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