PBL Task 5a
brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market. (MarketingMO)
1. What are the processes of brand strategy development?
- Which type of processes are involved?
1)DEFINED THE NEED:
Understand Presenting concerns, all the basic needs.
Use Evidence of what you really need.
Consider the past, try to not repeat the same mistakes.
2)CAPTURE OBJECTIVES
Determined shared ambitions
Prioritize audiences
Set realistic goals
3)ANALYZE THE WORLD OUTSIDE
Explore the competitive and issue environment
Engage with findings
4)DRAFT BETA BRAND PLATFORM AND STRATEGY
Capture Brand Characteristics
Formulate a competitive brand claim
Consider how the best deliver
5)TEST AND REFINE
Determine credibility
Explore emotional connection
Listen for audience preferences and habits
Refine platform and claim
6)DEVELOP BRAND TOOLS
Develop marketing plan
Check identity and architecture
(other)
http://www.hingemarketing.com/blog/story/a_10_step_brand_development_strategy_for_your_professional_services_firm
- Comparison of processes
http://sales-management-slides.com/branding-strategy-of-samsung/
brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market. (MarketingMO)
1. What are the processes of brand strategy development?
- Which type of processes are involved?
1)DEFINED THE NEED:
Understand Presenting concerns, all the basic needs.
Use Evidence of what you really need.
Consider the past, try to not repeat the same mistakes.
2)CAPTURE OBJECTIVES
Determined shared ambitions
Prioritize audiences
Set realistic goals
3)ANALYZE THE WORLD OUTSIDE
Explore the competitive and issue environment
Engage with findings
4)DRAFT BETA BRAND PLATFORM AND STRATEGY
Capture Brand Characteristics
Formulate a competitive brand claim
Consider how the best deliver
5)TEST AND REFINE
Determine credibility
Explore emotional connection
Listen for audience preferences and habits
Refine platform and claim
6)DEVELOP BRAND TOOLS
Develop marketing plan
Check identity and architecture
(other)
http://www.hingemarketing.com/blog/story/a_10_step_brand_development_strategy_for_your_professional_services_firm
- Comparison of processes
http://sales-management-slides.com/branding-strategy-of-samsung/
![Picture](/uploads/4/5/8/8/45886999/3170160_orig.png)
Haz clic aquí para modificar.
2. Who is involved in brand strategy development?
- What are the roles of people involved?
- What are the roles of people involved?
PBL Task 5b
3. How to set up brand architecture?
The key to your entire brand strategy is your brand architecture. Your brand architecture sets the foundation for all the other components of your brand, and aligns your brand personality traits, your means, your promise, your story, and your visual and operational requirements into a single unified structure.
Brands play on our emotions, so your brand architecture should uncover the specific emotions around which you might build your brand.
To create your brand architecture, follow this five step process:
1. Start by listing each of your product/service features. Then, list the benefits of each.
I took this from
http://www.marketingmo.com/strategic-planning/how-to-develop-your-brand-architecture/
- How to plan and manage brand architecture?
Brand Management Process: Key Components
- Strong name and icon
- Tagline that succinctly reinforces brand promise
Brand Management Responsibilities
FROM:
http://www.brandingstrategyinsider.com/2012/01/brand-management-process-and-responsibilities.html#.VP-ot2SsWVk
The key to your entire brand strategy is your brand architecture. Your brand architecture sets the foundation for all the other components of your brand, and aligns your brand personality traits, your means, your promise, your story, and your visual and operational requirements into a single unified structure.
Brands play on our emotions, so your brand architecture should uncover the specific emotions around which you might build your brand.
To create your brand architecture, follow this five step process:
1. Start by listing each of your product/service features. Then, list the benefits of each.
- A feature is an element of what something does or what it is. For example, a car’s features may include a ski rack and an upgraded stereo system.
- A benefit is a positive result that the feature delivers.
- A functional benefit is directly related to the functionality of the feature. Example: An upgraded stereo provides higher-quality sound.
- An emotional benefit is one that evokes a feeling or emotion. Example: An upgraded stereo might make the user feel like a rock star.
- Expected: These are basic and expected; a customer won’t buy without these features or benefits. Every product/service in this category must offer these features.
- Adds value: Not expected, but most customers probably won’t purchase based on this factor alone. Nevertheless, it helps differentiate your product/service from those of your competitors.
- Will buy: Customers will choose you over your competitors based on this feature/benefit alone – it’s just that valuable.
- Features that are expected = 1
- Features that add value = 2
- Features that will buy = 3
- Functional benefits that are expected = 4
- Functional benefits that add value = 5
- Functional benefits that will buy = 6
- Emotional benefits that are expected = 7
- Emotional benefits that add value = 8
- Emotional benefits that will buy = 9
- Typically, you should focus on the highest rankings for the architecture of your brand. Evaluate all of those with a ranking of 6 or higher. You might decide to include a few functional benefits with the emotional benefits.
I took this from
http://www.marketingmo.com/strategic-planning/how-to-develop-your-brand-architecture/
- How to plan and manage brand architecture?
Brand Management Process: Key Components
- Identifying/defining your most important customers
- Understanding what motivates your customers and what could cause them to choose your brand over your competitors’ brands
- Carefully selecting a brand position that could provide your organization with marketplace advantages
- Translating that position to a strong and consistent brand identity, including:
- Strong name and icon
- Tagline that succinctly reinforces brand promise
Brand Management Responsibilities
- Developing brand messaging including an elevator speech
- Educating employees about the brand promise, elevator speech and identity standards and giving them the incentives, tools and training to become effective brand champions
- Developing an integrated launch and ongoing marketing plan
- Reinforcing your brand’s promise at each point of customer contact
- Measuring the ongoing equity of the brand and making adjustments as necessary
- Monitor, measure and manage brand equity/strength
- Increase brand awareness, relevant differentiation, value, accessibility and emotional connection
- Develop brand plan
- Monitor progress against brand plan
- Be responsible for results against brand plan
- Drive brand understanding and support throughout the organization
- Champion/drive initiatives that support delivery of the brand promise
- Brand messaging – elevator speech, tagline, campaign themes, proof points, etc.
- Manage the brand architecture
- Maintain brand identity consistency
- Chair the brand identity council/team/board
- Help determine identities for new brands/sub-brands
- Anticipate and accommodate new brand identity needs
FROM:
http://www.brandingstrategyinsider.com/2012/01/brand-management-process-and-responsibilities.html#.VP-ot2SsWVk
Haz clic aquí para modificar.
References
- Armstrong, kotler. Marketing: an Introduction. From:
- Marketing Mo. From: http://www.marketingmo.com/strategic-planning/brand-strategy/
- https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-packaging-10/branding-74/branding-strategies-378-10624/
- https://books.google.fi/books?id=YVhdhNEi-pwC&pg=RA1-PA163&lpg=RA1-PA163&dq=different+company+process+%22brand+strategy%22&source=bl&ots=TFSl-XvYB6&sig=wfqVx2eZ9RBG-GSsKIfVP-lFAxY&hl=es-419&sa=X&ei=rOv_VPb8D4WeygOW9IHAAw&ved=0CHcQ6AEwDA#v=onepage&q=different%20company%20process%20%22brand%20strategy%22&f=false
- http://www.academia.edu/2647488/The_Analysis_of_Apple_Inc._Marketing_Mix