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Week 4: Brand Pyramids
BRANDING STRATEGIESTerry Lee Stone
February 2016
Brand PyramidsStrategy Tools for Branding
Developing Brand Strategy
✤ Brand Pyramids: are a useful tool for developing brand strategy. They help creatives visualize the journey a target audience member may take from initial awareness to passionate loyalty.
✤ Some pyramids describe customer behavior, other illustrate the building blocks of the brand. Similar to classic the Marketing Funnel.
✤ Other pyramids describe brand building blocks.
Brand Pyramid (customer behavior)
✤ Presence: The customer has become aware of the brand, but has no opinion or emotional attachment to it.
✤ Relevance: The customer evaluates the brand in relationship to other similar brands.
✤ Performance: The customer begins to set expectations and develops a sense of the brand’s real identity.
✤ Advantage: The brand proves it is superior to others and the customer begins to feel an emotional connection with it.
✤ Bonding: The customer forms a bond and becomes loyal.
Marketing Funnel
✤ Awareness: The customer has become aware of the brand, but has no opinion or emotional attachment to it.
✤ Opinion (Interest): The customer evaluates the brand in relationship to other similar brands.
✤ Consideration: The customer begins to set expectations and develops a sense of the brand’s real identity.
✤ Preference (Desire): The brand proves it is superior to others and the customer begins to feel an emotional connection with it.
✤ Purchase (Action): The customer forms a bond and becomes loyal.
Brand Pyramid (brand building blocks)
✤ Tangible Attributes: Features and performance.
✤ Emotional Benefits: Associations and aspirations.
✤ Values: What the brand stands for. What the customer can count on.
✤ Personality: How the brand is expressed.
✤ Brand Essence: The real brand identity.
Brand Pyramid Exercise 1
✤ Brand Pyramid: Refer to the handout. Create a Brand Pyramid (use the building blocks of a brand version) for your Brand Bible. Use the sample provided, or research Brand Pyramids and choose one that resonates with you.
Brand Pyramid Exercise 2
✤ Form into Brand Groups.
✤ Compare and contrast your thinking on the pyramids.
February 2016
Brand BiblesStudent Samples: Kathryn Maloney
Assignment: Brand Book
✤ Finish drafting your Brand Book.
✤ Present your Brand Book in digital form to Terry for preliminary grading sessions next week.