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What is Brand Strategy?
A brand strategy is simply a plan for developing a coherent brand. It providesthe means for systematically creating differentiation and consumer appeal by
empowering better brand decisions across the organization.
There is no tool better than the brand for uniting theforces and the stakeholders inside and around yourcompany.Thomas Gad,4-D Branding: Cracking the Corporate Code of theNetwork Economy, 2001
The role of brands has evolved; brands are nowcompany DNA, the spark from which all corporate lifegrows.Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001
...ideally, the brand will make black and white decisionsnot just at the top of the house, but also all the way down
the line.
David F. DAllesandro, Brand Warfare: 10 Rules for Building the Killer Brand,
2001
An effective brand
strategy influences thetotal operation of a
business to ensure
consistent brand
experiences for the
customer.
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Brand Strategy and Marketing Strategy
Brand Strategy is separatefrom
the marketing mix. It guides andinform decisions about product
strategy, placement, promotion
and pricing.
I. Corporate Objectives & Brand Portfolio
II. Marketing Objectives
III. Brand Strategy
Communications Strategy
Product and Pricing Strategy
Channel and Distribution Strategy
IV. Marketing Execution & Monitoring
Strategic Marketing Process
Brand strategy is an integral part of the overall strategic marketing process. It
bridges the gap between business strategy, marketing objectives and marketing
strategy.
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Brand Strategy Process
Target & Insight
Brand Execution
Brand
Elements
CompetitiveAssessment
BrandInventory
Equity
PyramidPositioning
Objectives & MetricsPersonality
Communications
Strategy
Brand Experience Map
Brand Strategy
Brand Audit
CRM &
Community
Building
Points of Parity and Difference
The process of creating a brand strategy begins with a brand audit and ends
with a plan for executing the brand across all touch points.
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Brand Audit
Target & Insight CompetitiveAssessment
Brand
Inventory
Brand Audit
Points of Parity and Difference
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Target Insight
Where to Find Insights
A target insight describes how a meaningful connection can be established
between what the brand offers and the targets explicit or implicit needs.
Trends
Motivations/Sweet spots
Decision-making process/criteria
Higher level benefits
Image/Identity gaps
New Segments
Unmet needs
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Points of Parity and Difference
Brand
Strengths
Consumer
Needs
Competitor Strengths
Our
PODs
Potential Brand Differences
POPs
Points of Parity (Category
Benefits)
Vulnerabilities
Their
PODs
Wants and Needs
a PODs analysis is to identify
what ideas from our brand andcompetitive brands are most
meaningful and potentially
differentiating.
The purposeof a POPs
analysis is to identify which
category benefits are critical for
establishing credibility.
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Brand Inventory
Heritage/Historical Positionings (existing products)
Brand Identity logos, icons or symbols
Secondary associations
Gaps between identity and image
Organizational strengths
Brand Values/Vision
Product performance claims, proprietary technology/patents
Third-party ratings or endorsements
Where to Find
Assets or Gaps
A brand inventory identifies existing or potential assets that can be leveraged or gaps that
need to be addressed to build or create sustainable points of differentiation.
http://images.google.com/imgres?imgurl=http://www.mcla.edu/Site_Search/magnifying_glass_sm.jpg&imgrefurl=http://www.mcla.edu/Site_Search/index.php&h=225&w=300&sz=6&hl=en&sig2=PjEgCnJjfUkybrggd5eKYA&start=3&tbnid=ttVb6--E3ODdWM:&tbnh=87&tbnw=116&ei=y5aqRbj2H4OSjgGRge2VBg&prev=/images?q=magnifying+glass&svnum=10&hl=en&lr=&rls=GGLJ,GGLJ:2006-39,GGLJ:en&sa=N5/28/2018 Brand Strategy Toolkit
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Brand Strategy
Equity
PyramidPositioning
Objectives & MetricsPersonality
Brand Strategy
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Brand Pyramid
Resonance
Consumer
Judgments
Consumer
Feelings
Brand ImageryBrand Performance
Salience
The brand equity pyramid outlines the basic building blocks of what the brand should standfor brand vision, brand positioning, and brand personality and brand measurement.
Identity
Relationship
Response
Meaning
Brand Equity Pyramid
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Brand Positioning Statement
A brand positioning statement describes how the brand will communicate with a
specific target group to create a sustainable competitive advantage.
For (Target), (Brand/Company) is the only/best(consumer frame of reference)
that (statement of key benefit or guiding value),
because/by (reason to believe, key credibility point).
Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
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Brand Personality
Brand personality describes how a brand behaves --- what it does and how it
does it so that the brand always acts consistent with its values. Brand
personality enhances target appeal and provide further differentiation.
What Brand is:
What Brand is NOT:
The FIVE CORE DIMENSIONS OF PERSONA LITY
Sincer i ty (down to earth, honest, real, wholesome,
cheerful)
Exci tement(daring, trendy, spirited, cool, imaginative, up-
to-date)
Competence(reliable, intelligent, successful, leader,
confident)
Sophist icat ion(upper class, charming, glamourous, goodlooking)
Ruggedness(outdoorsy, tough, masculine)
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Brand Execution
Brand Execution
Brand
Elements CommunicationsStrategyBrand Experience Map
CRM &
Community
Building
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Brand Elements
Brand Name
Brand Logos and Icons
Colors
Symbols
Music/Earcons
Celebrities or Personalities
Advertising slogans and jingles
Brand Alliances/Secondary Associations
Co-branding
Licensing
Sponsorship
Event Marketing
Celebrity Endorsement
Third-party Endorsements
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Brand Experience Delivery
A brand experience map describes the points of interaction that influencecustomer behavior and brand perceptions through the customer lifecycle. It
helps identify and prioritize high-impact customer touch points, sometimes
called moments of truth.
Customer Initiated
Web
Store
Customer Service
Company-Initiated
Signage
Advertising
CRM
Unexpected
Third party endorsements
Word of mouth
News
Intrinsic (Use)
In the store
At home
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Brand Experience Moments of Truth
Moments of truth represent how the customer evaluates quality and how well
their needs are met. They are the experiences that have the greatest impact
on satisfaction and future behavior.
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Often, the most effective way to connect customers to the brand is toconnect them to each other. Brand communitieshelp define user imageand distinguish brand users as part of a special group.
Community building tools
Social networks
Blogs
Refer a friend
Product ratings
Live chat
Events
Panels and surveys
Community Building
http://images.google.com/imgres?imgurl=http://images-eu.amazon.com/images/P/1591840961.02.LZZZZZZZ.jpg&imgrefurl=http://www.accurateinspections.com/Home-Inspection-New-Jersey-NJ-Certified-Inspector/free.php?in=uk&asin=1591840961&h=500&w=333&sz=28&tbnid=O5Vo7YTum8NPVM:&tbnh=127&tbnw=84&hl=en&start=8&prev=/images?q=The+Culting+of+Brands&svnum=10&hl=en&lr=5/28/2018 Brand Strategy Toolkit
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Conclusion
Powerful brands built over time through careful strategic management. A clearbrand strategy is essential for creating, building and sustaining a powerful brand.
Brand strategy requires knowledge of customerscurrent understanding of the
brand, and a vision of how that understanding needs to evolve in order to meet
business goals.
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A brand is a customers
understanding about a product,
service, or company. Its not
what you say it is, but what
THEY say it is.
--Marty Neumeier, author, Zag