Brand strategy - process and architecture

March 09© 2009 Blueprint Advisory Pty Ltd

Project Ascent

Brand Strategy and Architecture

The brand process

Brand strategy

vision action expression experience+ ++

Next steps in a single view

The process

Picture the futurethrough stakeholder eyes

Attribute mapping

Attributes – what do you wish to be known for?

• Identify and list the things that will make you distinct• Rank attributes according importance• Map attributes into:

– Relationships– Personality– Heritage– Philosophy– Functions

Brand names

Types of names

• Founder – Ralph Lauren, Salmat, • Descriptive – Toys ”R” Us, Video Ezy, E*Trade• Fabricated – Kodak, Xerox, Optus, Microsoft, Accenture• Metaphor – Nike, Greyhound• Acronym – IBM, GE, UCMS, NAB• Abstract – Orange, Apple, 3• Combination

Qualities of an effective name

• Meaningful• Distinctive• Future oriented• Modular/stretch• Protectable• Positive• Visual

Criteria for a brand name

New name – factors to consider

• Coming up with a name– How– Fit with criteria– Intrinsic value – relevant, credible– Supports the strategy and vision– Represents your values

• Naming checks: linguistic, cultural, legal, trademark• Domain name check: is one available?

Brand architecture

BMW - monolithic

British Airways – monolithic with extension

Endorsed logos: Product, Corporate, Service and Event

Proctor & Gamble - branded

Telstra - hybrid