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Yale Brand Specialist Team. Branding – Essential Strategic Success Strategy for Your O rganisation. What is a Brand? .

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Yale Brand Specialist Team


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    1. Yale Brand Specialist Team Branding – Essential Strategic Success Strategy for Your Organisation Yale Consultancy Sdn Bhd

    2. What is a Brand? • “A trade mark, goods for a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, to mark with a hot iron, or to label with a trademark” – The Oxford American Dictionary (1980) • The word underlines a common sign – irrespective how it’s used. It generally means “the object by which an impression is formed”. Yale Consultancy Sdn Bhd

    3. What is a brand? • “ A brand is a distinguishing name or symbol intended to identify goods or services of a seller and to differentiate those goods or services from the competitors” Yale Consultancy Sdn Bhd

    4. What is a brand? • David Ogilvy’s definition: “the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation and the way it’s advertise: Yale Consultancy Sdn Bhd

    5. Identify the Difference!! Brand is NOT JUST A LOGO!! Brand is an identifier A lot of my clients claimed, changing logo is a branding exercise. No! No! No! Yale Consultancy Sdn Bhd

    6. Identify the Difference!! Brand is NOT JUST A PRODUCT!! Area of Parity Yale Consultancy Sdn Bhd

    7. Brand does not equal to Product Product is Mute Physical entity Brand is ALIVE Brands are like human beings: Perceptual, thinking entities Unique inventory of feelings, values, imagery and its associations Yale Consultancy Sdn Bhd

    8. Identify the Difference!! Brand is NOT JUST A Communication!! Advertising Public Relations Sponsorships Events SalesPromotions Yale Consultancy Sdn Bhd

    9. Identify the Difference!! Yale Consultancy Sdn Bhd

    10. Do you want to be different by creating you own Brand? Try Out Yale Brand Toolkits now!! Call / Email: Yale Consultancy SdnBhd info@yaleconsultant.com www.yaleconsultant.com +603 2021 0577 Yale Consultancy Sdn Bhd

    11. Want to Learn more on Branding Toolkits? Please continue to read…………….. Yale Consultancy Sdn Bhd

    12. Why A Brand Strategy Toolkit? Strong brands never happen by accident. Yet only 53% of firms say they have a long term brand strategy in place.(1) • Only one fourth of marketing and advertising professionals "...can clearly articulate (their) company's brand position to... clients, customers or prospective clients.“ (2) • Often, what is missing is a shared set of tools for creating and implementing an effective brand strategy. Prophet, Best Practices Survey, 2002 Louws Management Corporation Survey, 2007

    13. What is Brand Strategy? A brand strategy is simply a plan for developing a coherent brand. It provides the means for systematically creating differentiation and consumer appeal by empowering better brand decisions across the organization. • An effective brand strategy influences the total operation of a business to ensure consistent brand experiences for the customer. “...ideally, the brand will make black and white decisions not just at the top of the house, but also all the way down the line.” David F. D’Allesandro, Brand Warfare: 10 Rules for Building the Killer Brand, 2001 “There is no tool better than the brand for uniting the forces and the stakeholders inside and around your company.”Thomas Gad, 4-D Branding: Cracking the Corporate Code of the Network Economy, 2001 “The role of brands has evolved; brands are now company DNA, the spark from which all corporate life grows.” Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001 Yale Consultancy Sdn Bhd

    14. Strategic Marketing Process 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 Brand Strategy and Marketing Strategy Brand strategy is an integral part of the overall strategic marketing process. It bridges the gap between business strategy, marketing objectives and marketing strategy. • Brand Strategy is separate from the marketing mix. It guides and inform decisions about product strategy, placement, promotion and pricing. Yale Consultancy Sdn Bhd

    15. Brand Strategy Process 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. Brand Audit Target & Insight Competitive Assessment Brand Inventory Points of Parity and Difference Brand Strategy Equity Pyramid Positioning Personality Objectives & Metrics Brand Execution Brand Elements Communications Strategy CRM & Community Building Brand Experience Map Yale Consultancy Sdn Bhd

    16. Brand Audit Brand Audit Target & Insight Competitive Assessment Brand Inventory Points of Parity and Difference Yale Consultancy Sdn Bhd

    17. Target Matrix The target matrix helps ensure the brand focuses on the customers and prospects that offer the greatest potential for increased revenue and profitability. Yale Consultancy Sdn Bhd

    18. Example Target Matrix: Wine Drinkers Yale Consultancy Sdn Bhd

    19. Target Insight Where to Find Insights A target insight describes how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs. • Trends • Motivations/”Sweet spots” • Decision-making process/criteria • Higher level benefits • Image/Identity gaps • New Segments • Unmet needs Yale Consultancy Sdn Bhd

    20. Target Insight: Wine Enthusiasts Enthusiasts are passionate about the entire wine experience. They enjoy researching what to buy and enjoying wine with friends and family. They like the whole culture of food, wine and knowing how to get the most out of the experience. “So much variety to try. I like to look at labels but I also like to look at Wine Spectator. I really like to entertain, tasting wine with friends. It’s the best experience.” Yale Consultancy Sdn Bhd

    21. Target Insight : Staples • Staples repositioned from a proposition based on selection (“Yeah, we’ve got that”) to one based on an easier shopping experience (“Staples: That was easy”) ‘Shoppers took selection for granted and placed less importance on price… Consumers overwhelming requested a ‘simple, straightforward shopping experience – knowledgeable and helpful associates and hassle-free shopping.’ Yale Consultancy Sdn Bhd

    22. Target Insight: Above the Influence “We wanted to elevate the conversation to make it more ‘pro-me’ than anti-drug. We know teens are very sensitive to influences, positive and negative, from peers and the media. That’s why we positioned it so teens would see influence as the enemy and marijuana as one of the influences that gets in their way. It’s a way of empowering them so they can stand on their own at a key moment of choice – seeing that they could be above the influence.” • National Youth Anti-Drug campaign decided to change the focus from anti-drug to resisting peer influence. Yale Consultancy Sdn Bhd

    23. Competitive Assessment Competitive assessment describes the customers’ perceived consideration set of alternatives and the brand’s advantages and disadvantages within that set. • Rosa Mexicano Competitors • Steak houses, and high end chains that offer good food in an unpretentious setting. • Rosa’s has no direct Mexican cuisine competitors outside of New York, and very few within New York. Yale Consultancy Sdn Bhd

    24. Points of Parity and Difference Brand Strengths • Potential Brand Differences • Wants and Needs Consumer Needs Our PODs Their PODs POPs • Vulnerabilities • Points of Parity (Category Benefits) a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating. The purpose of a POP’s analysis is to identify which category benefits are critical for establishing credibility. Competitor Strengths Yale Consultancy Sdn Bhd

    25. Points of Parity and Difference: Hardware • Customer Needs • Minimize time and effort • Feeling good about the quality of the job • Hardware Store Potential Points of Difference • Knowledgeable Assistance • Feeling empowered/confident • Feeling valued, important to Westlake Ace Brand Strengths Consumer Needs Competitor Strengths • Hardware StorePoints of Parity • Selection – meets requirements - satisfies • Cost efficient • Time efficient • Vulnerabilities • Wide and deep selection enables choices Yale Consultancy Sdn Bhd

    26. Brand Inventory 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. Where to Find Assets or Gaps • 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 Yale Consultancy Sdn Bhd

    27. Brand Inventory: Blockbuster Blockbuster is relatively ‘faceless’, with no strong personality, either positive or negative. Its own customers think of it as big and corporate. • Brand Imagery • “Corporate” • “Well-known” • “Familiar” • “Comfortable” • “Institution” • “Dinosaur” • “Old” • “Dull” Selection of movies Familiar Comfortable Solid Enjoyment Relaxation Convenience Family Fun Experience Entertaining Yale Consultancy Sdn Bhd

    28. Brand Strategy Brand Strategy Equity Pyramid Positioning Personality Objectives & Metrics Yale Consultancy Sdn Bhd

    29. Resonance Consumer Feelings Consumer Judgments Brand Imagery Brand Performance Salience Brand Pyramid The brand equity pyramid outlines the basic building blocks of what the brand should stand for – brand vision, brand positioning, and brand personality and brand measurement. Brand Equity Pyramid Relationship Response Meaning Identity Yale Consultancy Sdn Bhd

    30. Resonance The wine I’m proud to share. Consumer Judgments Quality wine Authentic, genuine Consumer Feelings Confident, Discerning, savvy Brand Performance Quintessential CA Zinfindel Soul not overridden by process. Brand Imagery Accessible, not snooty wine for discerning wine lovers. Salience Ravenswood is a high quality Sonoma varietal everyone can enjoy. Example Brand Pyramid: Ravenswood Brand Equity Pyramid Relationship Response Meaning Identity Yale Consultancy Sdn Bhd

    31. 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 Yale Consultancy Sdn Bhd

    32. Positioning Example: Carhartt For hardworking men and women who value doing the job right, Carhartt is the authentic work wear expert that provides proven, uncompromised performance to support what you do because 1) Carhartt has continuously innovated to meet worker’s demands for over 100 years 2) Carhartt products have been tested and proven on-the-job with real workers. Yale Consultancy Sdn Bhd

    33. 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. The FIVE CORE DIMENSIONS OF PERSONALITY Sincerity (down to earth, honest, real, wholesome, cheerful) Excitement (daring, trendy, spirited, cool, imaginative, up-to-date) Competence (reliable, intelligent, successful, leader, confident) Sophistication (upper class, charming, glamourous, good looking) Ruggedness (outdoorsy, tough, masculine) What Brand is: What Brand is NOT: Yale Consultancy Sdn Bhd

    34. Brand Personality: Rosa Mexicano What Rosa Mexicano is: Friendly Fun Sophisticated & Contemporary Spirited Authentic What Rosa Mexicano is NOT: Fancy Traditional Pretentious or stuffy Take itself too seriously Yale Consultancy Sdn Bhd

    35. Brand Execution Brand Execution Brand Elements Communications Strategy CRM & Community Building Brand Experience Map Yale Consultancy Sdn Bhd

    36. 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 Yale Consultancy Sdn Bhd

    37. Brand Experience Delivery A brand experience map describes the points of interaction that influence customer behavior and brand perceptions through the customer lifecycle. It helps identify and prioritize high-impact customer touch points, sometimes called ‘moments of truth’. Intrinsic (Use) In the store At home Customer Initiated Web Store Customer Service Unexpected Third party endorsements Word of mouth News Company-Initiated Signage Advertising CRM Yale Consultancy Sdn Bhd

    38. 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. Yale Consultancy Sdn Bhd

    39. Brand Experience Moments of Truth Community Building Often, the most effective way to connect customers to the brand is to connect them to each other. ‘Brand communities’ help define user image and 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 Yale Consultancy Sdn Bhd

    40. Conclusion Powerful brands built over time through careful strategic management. A clear brand strategy is essential for creating, building and sustaining a powerful brand. Brand strategy requires knowledge of customers’ current understanding of the brand, and a vision of how that understanding needs to evolve in order to meet business goals. “A brand is a customer’s understanding about a product, service, or company. It’s not what you say it is, but what THEY say it is.” --Marty Neumeier, author, “Zag” Yale Consultancy Sdn Bhd

    41. Yale Branding methodology Yale Consultancy Sdn Bhd

    42. Yale Consultancy Sdn Bhd

    43. Want to know more? Contact Yale Consultancy sdnbhd Yale Consultancy Sdn Bhd

    44. Wait No More!! Call Yale Consultancy SdnBhd Now! +603 2021 0577 Yale Consultancy Sdn Bhd

    45. References • Brand Strategy • “Strategic Brand Management” (3rd Ed.) by Kevin Lane Keller • “A New Brand World” by Scott Bedbury • “The Brand Gap” by Marty Neumeier • “The Culting of Brands” by Douglas Atkin • “Building the Brand Driven Business” by Scott M. Davis and Michael Dunn • Brand Experience • “The Culting of Brands” • "The Experience Economy: Work is Theatre" by James Gilmore • “Managing The Customer Experience” by Shaun Smith and Joe Wheeler • “Uncommon Practice” by Andy Milligan and Shaun Smith • “The Disney Way” • “The Nordstrom Way” • “The Starbucks Experience” • “A Piece of the Pie: The Story of Customer Service at Publix” • “The New Gold Standard (Ritz Carlton)” Yale Consultancy Sdn Bhd