Brand Strategy and Implementation
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The document discusses brand strategy and implementation. It covers topics such as defining the customer as the king and queen, maintaining an election day mindset all year long to engage customers, and using the "royal formula" of alignment, attachment, authenticity, and advocacy to create a champion brand. It also addresses developing a brand architecture and taking a holistic approach to executing the brand strategy internally and externally.
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Brand Strategy and Implementation
- 2. The Marketing Mindset 2 © ML4Marketing, 2012. All rights reserved.
- 3. The Customer: Your King And Your Queen 3 © ML4Marketing, 2012. All rights reserved.
- 4. Election Day All Year Long 4 © ML4Marketing, 2012. All rights reserved.
- 5. The Royal Formula 5 © ML4Marketing, 2012. All rights reserved.
- 6. The Villain 6 © ML4Marketing, 2012. All rights reserved.
- 7. Why Care About Brands Consumer Point Of View 7 Orientation and information The brand functions as an information and orientation guide. Increases market transparency. Trust building The brand acts as a signal for quality of performance. Reduces the perceived risk by communicating security in acquisition, use and disposal. Symbol The symbolic benefit of a brand can, for example, be an increase in prestige in the social or occupational environment. © ML4Marketing, 2012. All rights reserved.
- 8. Why Care About Brands Manufacturer Point Of View 8 Effective brand strategies enable sustainable profit and growth Price premium Customer loyalty Cross selling Recommendation Employee satisfaction & pride © ML4Marketing, 2012. All rights reserved.
- 9. How To Think About Brands At The Intersection Of Projection And Perception 9 Brand Image Content Value Design Prop Actions Process Projection Perception © ML4Marketing, 2012. All rights reserved.
- 10. How To Think About Brands The Goodwill Factor 10 Product Benefit + Consumer Goodwill Brand Value © ML4Marketing, 2012. All rights reserved.
- 11. Corporate Brand Management A Process Perspective 11 Brand Strategy Definition Develop Brand Strategy based on corporate strategy across all businesses Brand Monitoring Brand Strategy Continuously monitor brand Implementation performance and identify areas Create and implement programs of improvement to support brand strategy © ML4Marketing, 2012. All rights reserved.
- 12. Do People Know Your Brand? 12 I think about I’ve heard This brand this brand about that comes to mind among others. brand before. first. © ML4Marketing, 2012. All rights reserved.
- 13. What Are People Talking About? 13 ? © ML4Marketing, 2012. All rights reserved.
- 14. Raise Awareness, Sharpen Profile, Increase Consistency 14 © ML4Marketing, 2012. All rights reserved.
- 15. The Definition Of A Brand 15 A brand is the condensed expression of a credible peak performance to ensure orientation and trust. 1. Know your peak performance 2. Condense them 3. Express and deliver them © ML4Marketing, 2012. All rights reserved.
- 16. From Brand Promise To Communication 16 Value Proposition Brand Communication • Message • Story • Target Audience Brand • Media Channels Promise • Social • Relationship • Activation • Engagement • Experience © ML4Marketing, 2012. All rights reserved.
- 17. Brand Strategy The Fundamentals Below The Surface 17 Logo Brand Name Brand Style Brand Image Effect Brand Design Communications Marketing Brand Touch Points Cause Brand Programs Brand Rules Brand Portfolio Brand Brand Positioning Fans Strategy Breeding Grounds Brand Cores Peak Performance © ML4Marketing, 2012. All rights reserved.
- 18. Brand Architecture 18 A brand architecture manages the relationships within complex brand systems. Well set-up brand architectures avoid that brands within one system disturb each other. They allow for a clear separation or a clear relationship in between individual brands. Strategically built brand architectures can make competitive attacks more difficult, raise market entry barriers and speed up market entries Strong brands have a strategically sound and smart brand architecture, which gives orientation to all stakeholders and reflects well the image of the brand(s) © ML4Marketing, 2012. All rights reserved.
- 19. Development Of A Brand Architecture From Corporate Strategy To Brand Strategy 19 © ML4Marketing, 2012. All rights reserved.
- 20. Executing A Brand Architecture Holistic Approach According To Kotler 20 • Board • Product/Service • Executive Team • Communications • All Departments • Media/PR • All Hierarchies • Trade Internal External Marketing Marketing HOLISTIC APPROACH Socially Relationship Responsible Marketing Marketing • Ethics • Investors • Environment • Customers • Legal • Authorities • Community • Vendors/Partner © ML4Marketing, 2012. All rights reserved.
- 21. Create A Champion Brand: 4A’s 21 1. Alignment Match expectations 2. Attachment Evoke emotions 3. Authenticity Be true and transparent 4. Advocacy Be an advocate for your consumer, the society and the environment © ML4Marketing, 2012. All rights reserved.
- 22. Living The Brand Walking The Talk 22 © ML4Marketing, 2012. All rights reserved.
- 23. The Highest Honor Years To Earn, Seconds To Break 23 © ML4Marketing, 2012. All rights reserved.
- 24. Thank You! 24 A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. - Jeff Bezos © ML4Marketing, 2012. All rights reserved.