Brand development process

1. Brand Development November 2006

2. Goal of Brand Development Provide strategic and creative brand guidelines that will enable the company to achieve a competitive advantage and progress towards becoming a more marketing driven company

3. Confronting a Competitive Market Conceptual Basis

5. The Basic Positioning Map: Gain in Quality for a price = Differentiation The Equal Benefit Axis Perceived Price high low Perceived Quality high low inferior superior Premium Product Discount Product

6. The Commodity Trap The Equal Benefit Axis high high low inferior superior When there is no perceived quality differentiation, price becomes the only parameter of differentiation In this scenario, all competitors’ prices decline to one low level The object is to slant the positioning axis by differentiation In what way are we different? Market Price Level Perceived Quality Perceived Price low

8. The Positioning Process Brand Values Brand Visuals Barriers Drivers Branding Positioning Envelope Benefits Core Benefits Extended Circle We propose a holistic approach that includes the full spectrum of positioning Inner Circle

9. What is Branding? Conceptual Basis

11. A Brand is… A collectively held idea of a company by its customers, in reaction to the messages the company sends via interaction, advertising, product design and public relations

13. Why brands matter Strong brands drive price premiums Companies with strong brands can expect to have a higher employee commitment to their firm A strong brand can out perform the market in strong economic times and protect you in weak times For technology companies with strong brands 1/3 of the value can be attributed to the brand

14. Brand Development Process

16. Phase I – Brand Definition

17. Brand Definition Process Image-Vision Gap Vision-Culture Gap Image-Culture Gap 1 2 3 4 5 Vision Top managements aspiration for the company Culture The organization’s values, employees behaviors and attitudes Image The outside world’s overall impression of the company

23. Phase II – Brand Look & Feel

26. About Us

27. Mitzuv ltd. Strategic Marketing Experts Beit Hataasiya, 29 Hamered st., Tel Aviv 61500 Tel: +972-3-5108801 Fax: +972-3-5108802 Web Site: www.mitzuv.com

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