Pro-China Integrated Brand Marketing (Feb 2015)

Pro-China IntegratedPro-China Integrated

Brand MarketingBrand Marketing24 Feb 201524 Feb 2015

Bach MOH

Brand Strategy Specialist

[email protected]

► Our Unique Value Proposition (UVP)

► Our Brand Marketing Concept

► Our Project Phases

► Scope Of Work (Example)

CONTENT

Growing Sales & Brands—From BP To Execution

Marketing

Co. Types

Examples Brand

Positioning

(BP)

Brand

Marketing

Strategy

Creative

Designs

Brand Marketing

Execution

A Design Co. No No Yes No

B Typical Branding Co.Yes

(Shallow)No Yes No

C Website Co. No No NoYes

(Disjointed)

DManagement

Consulting Co.Yes Yes No No

# Us Yes Yes Yes Yes





CONTENT

Foreword: Brand Building In A Nutshell

Brand Building is a brand communication process that enhances your target customers'

positive feelings about your brand *. It increases your sales naturally, and paves the way

for sustainable growth (sales) and premium pricing.

(1) Brand Positioning (BP)

•Brand Component Positions

•Core Brand (Sub-)Appeals

•Core Brand Values

(2) CIS (VIS, SIS, MIS etc)

(3) Brand Marketing Strategy

(4) Brand Marketing Execution

End-users (incl. in BP)

•Segmented Market A

•Segmented Market B

Agents/Resellers (incl. in BP)

* Brand Equity → Brand Awareness, Brand Association, Perceived Brand Quality, Brand Loyalty,

Other Brand Assets (ref. David Aaker)Brand DevelopmentTrends In China

Our Brand Marketing Concept

1 Brand Awareness, Brand Association, Perceived Brand Quality, Brand Loyalty, Other Brand Assets (ref. David Aaker)

2 All plans are SMART = Specific, Measurable, Actionable, Relevant, Time-bound

Key Concept:

As your brand equities1 increase, your sales would naturally increase.

Differentiated Brand Positioning (Core Brand Values & Brand Appeals)

A Differentiated & Segmented Brand Marketing Strategy2 (TouchpointMarketing Plan & Brand Communication Plan)

Seamless Planning & Execution

Coordinate, Execute, Supervise, Evaluate, Strategy Adjustments

Differentiated & Segmented Brand Marketing Concept

Segmented MarketsA, B, C

Brand Appeals

Campaigns

(Touchpoints & Content)

Brand Comms Element A

Brand Comms Element A

BrandElement BBrand

Element B

BrandElement CBrand

Element C

BrandElement DBrand

Element D

Marketing StrategyConsiderations

Brand Positioning

+

Brand Marketing

Strategy

• 4P• 4C• 4R

• 4V• 4S• 4I

Market What? How To Market?

You Marketing Target Customers

Market

What?

How To

Market?

Brand Appeals

(Brand Appeals &

Sub-appeals)

• Segmented Market A

• Segmented Market B

• Segmented Market C

Brand Content

• Visual: Logo, VIS, SIS, Slogan,

Copywriting, Images, Video etc

• BI/MI, Sound, Smell, Taste, Touch

Brand Positioning Marketing Tools

• Event, Internet, Advertisement, New

Media & Other TouchpointsBrand Positioning

Considerations MarketingTouchpoints/Tools





CONTENT

Brand Marketing Planning & Execution

Brand Positioning

Note:

• Pry and deeply examine

a brand's component

positions & their

appeals.

• Single out the Core

Brand Appeals (CBA).

• Augment these CBA

with a Brand Belief.

• Craft a brand statement

(not slogan) that clearly

sends out the new Brand

Positioning.

Corporate Identity System (CIS)

Note:

Uncover the key elements

of the brand image from

the Core Brand Values,

and develop a CIS (usu.

VIS & SIS) to help foster

identification &

association between the

target customers and the

brand.

Brand Marketing Strategy

Note:

Pair different brand content

topics (derived from the

Core Brand Values) with

different marketing

touchpoints (e.g. events,

Internet, ads, new

media, database

marketing, co-branding)

to produce a full-year

series of integrated

marketing campaigns.

Brand Marketing Execution

Note:

The execution starts,

based strictly on the

strategy devised earlier.

The process will be

supervised, evaluated

and adjusted according

to actual market

reactions. The intent is

to stay on course, so as

to achieve the mission

goal(s).

1. Who am I?——BP/Core Brand Values

2. What can I do?——Product USP/UVP

3. Why do I say it?——Planning objectives

4. Who do I tell?——Target customers

5. What do I say?——Brand messages

6. How do I say it?——Expression methods

7. What do I use to say?——PR touchpoints

8. When do I say it?——Marketing Gantt chart

9. How do I measure the results?——Evaluation

Brand Building &

For-Profit Marketing

Resolving Your Brand Marketing Challenges





CONTENT

Acronyms: Acronyms:

BPBP Brand PositioningBrand Positioning

BMSBMS Brand Marketing StrategyBrand Marketing Strategy

CISCIS Corporate Identity SystemCorporate Identity System

BP: In-depth Interviews: Prying Your Tacit Knowledge

Nanjing Koukele

Bubble Tea Chain

Kunshan ENGREAL

Custom-made Suits

Shanghai Meslo

Door & Window System

Liyang Kingterr

Integrated Car Services

Chongqing Domay

Mashed Potato

Hangzhou SinoGrass

Cordyceps

BP: Market Research: Logic Support

Nanjing Chunjiao & Zhiming

Dessert Chain—Street SurveyShenyang Love Rice

—Internet Questionnaire

Huzhou Media Plaza

—Integrated Research Approach

BP: Core Brand Appeals + Brand Belief—Perfect Fusion

CIS: VIS + SIS: Stirring Up The Senses

BMS: Charting The Path To Success

BMS: Presentation—Synchronizing Minds

Brand Marketing Execution, Supervision & Evaluation

Marketing Task Gantt Chart KPI Evaluation Chart

Project Timeline

ProjectStarts

1st Month 2nd Month

Interviews

Brand P

ositioning Report

Interim Meetings

+

Market Research

Brand M

arketing Strategy R

eport

Logo design & slogan

VI C

ompletion

Brand Marketing Coordination &

Execution

• Execution, Supervision, Evaluation

• Internal Marketing Team Development

• Brand Tool Making

• Direct/Database Marketing

• PR Touchpoints (Events, Internet, Ads

& New Media)

Phase 2: Brand Marketing Execution (12 months)

Phase 1: BP (3-4 weeks), BMS (3-4 weeks), CIS (1-2 months) (executed concurrently with BMS, after BP)

3rd Month

Accord

ing to

Phase 1’s

strategy

THANK YOUTHANK YOU

Reserved Slides (For Explanation)

Brand Equity

David Aaker’s Brand Equity Model

KPI:• Product—quality, functions, exterior etc• Corporate—biz nature, op scale, culture etc• Symbol—logo, ad slogan, ad etc

Brand AwarenessKPI:• Aided awareness• Unaided awareness• Familiarity & liking

Brand LoyaltyKPI:• Brand reputation• Brand satisfaction• Sales generation from new customers from old patrons

Other Brand AssetsKPI:

• Market shares• Channel coverage• Premium potential

• Trademark value

Brand AssociationKPI:

• Brand impression• Key association

• No. of brand extensions

Perceived Brand Quality

Phase 1:

Dictated (brand)

appeal period

Phase 2:

Industrial (brand)

appeal period

Phase 3:

Technical (brand)

appeal period

Phase 4:

“Value” vs benefit

brand appeal period

Phase 5:

Singular brand

belief/appeal period

Phase 6:

Segmented brand

belief/appeal period

Seller’s market Regulated

economy

Regulated

economy with

over-supply

Homogenous

market

Homogenous value-

or belief-based

brand appeal market

Highly individualized

customer-centric brand

appeal period

“Just tell me what

you’re selling, I’ll

buy.”

“If it’s cheap &

good, I’ll buy.”

“If it’s a cheap &

good technical

product, I’ll buy.”

“Everyone’s saying

his products offer

the best values. It’s

all the same; I’ll only

buy what that would

really benefit me.”

“It’s all the same.

Everyone’s high-

class, delicious,

cultural. The appeals

are getting dull. I

don’t know how to

choose anymore.”

“Hey! This is me! The

brand beliefs are

customized for me, I’ll

buy cuz’ it ‘represents’

me.”

Brand Development Trends In China

China is here

Marketing Strategy Considerations

Brand Positioning Considerations

Early stage of branding

Brandingmid-term

Brandingmatured term

No BrandAssociation

ProductAssociation

Brand ImageAssociation

Brand PersonalityAssociation

Beginning stage ofbranding

Example:

The Art of RAW

Denim creativity, array of stores etc

Unrelenting R&Deffort for cotton

Using Beliefs

Surface

Structure

Depth

7 Brand Component Positions

•Product

•Value

•Segmented

Target Market

• Emotion

• Consumer

• Competition

• Image

Considerations for Core Brand Values

& Brand Appeals

•Belief Emotional & Symbolic Values

•Niche Market

•Value For Money

•Special Purposes

•Product Properties

•Competitor Comparison

•Product Of A Different Class

FunctionalValues

Marketing Touchpoints/Tools

1. Internet

• Website/Mini-site

• Social Media: WeChat, Weibo, Q&A, Video Sites

• Baidu: SEM, Wiki, Q&A, Forum

• Advertorial: Forums, News Portal Sites

• Ads: News Portal Sites, Industry Portal Sites

2. Event

• Branding: Roadshows, Product Launch, Festivities &

Celebrations

• Promotion: Roadshows, In-store Sale, Festivities &

Celebrations

• Channel Building: Seminars, Appreciation Events,

Exhibitions

• Others: CSR Events

3. Advertisement

• Media: TV, Radio

• Outdoor: Elevator, Bus Stops, LED Screens

• Internet: See Internet > Ads

• Own Resources

4. New Media

• Film Production: Corporate, Featured & Micro Film

• Guerilla Marketing: Video, Street Performance

5. Others

• Direct Marketing/In-store Sales: DM, POSM

• CRM Database Marketing: Event invitations only

• Co-branding: Vertical, Horizontal, Internal

The 3 Laws Of Brand Competitiveness

Visual Impact

Sales ForceProduct Strength

SystematicBrand

Operations

Symbol

Product

Enterprise

People

Brand Pyramid

E.g. Nike Olympics’12—Multi-prong Brand Comms Strategy