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Branding_Chs 5 & 6

The Organization and Its Higher Purpose Differentiate / Get Beyond Functional Benefits

Michael Breazeale

on 21 February 2017

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Transcript of Branding_Chs 5 & 6

Strategic Brand Management
STEP 1: Conduct an In-Depth Analysis
Customer segments
STEP 2: Identify All Aspirational Associations
Group them and label the groups
STEP 4: Create the Brand Essence
A single thought that captures the core identity of the brand
STEP 3: Prioritize Brand Vision Elements
Establish which are the core elements and which will be extended elements
How do you adapt an existing brand vision?
Emphasize different elements of the brand vision
STEP 5: Develop the Brand Position
Position according to your current strengths
Focus on your aspirational associations?
Dr. Mike Breazeale
Chapters 5 and 6
The Organization and Its Higher Purpose Differentiate /
Get Beyond Functional Benefits

What is the process for creating a brand vision?
Market trends
Environmental forces
Current strengths and weaknesses
Business strategy
Brand Associations:
Attributes, functional benefits, applications, user imagery, brand personality, organizational programs and values, as well as self-expressive emotional, or social benefits; should represent points of differentiation
Point of Parity (POP)
Point of Differentiation (POD)
Associations that are not necessarily unique to the brand but may be shared by other brands; usually not the reason to choose a brand, but their absence can be the reason to drop a brand.
Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competing brand (points where your band claims superiority or exclusivity within the category)
The core elements will be the most impactful and will drive brand-building activities.
BMW: The Ultimate Driving Machine
Nike: Just Do It!
Amazon: The World's Most Customer-Centric Retailer
In-Depth Analysis
Identify All Aspirational Associations
Prioritize Brand Vision Elements
Create the Brand Essence
Develop the Brand Position
In-Depth Analysis
Market trends?
Environmental factors?
Strengths & weaknesses
Business Strategy
Identify All Aspirational Associations
Prioritize Brand Vision Elements
Create the Brand Essence
The Real Thing
Coke Adds Life
The Pause That Refreshes
Things Go Better With Coke
Always Coca-Cola
Open Happiness
Share a Coke
Develop the Brand Position
The most recognized soft-drink brand in the world?
Adaptable to Various Contexts
Spin the brand story for the local market
Augment the vision with additional vision elements
Strategic Imperatives
Brand Personality
A brand is a story
that comes with a promise
and a set of expectations.
Proof Points
Investment in an asset, a skill, or a program that is essential if a brand promise is to be delivered upon
The set of human characteristics associated with a brand
- Scott Talgo
"A brand that captures your mind gains behavior.
A brand that captures your heart gains commitment."
Full transcript