yale brand specialist team l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Yale Brand Specialist Team PowerPoint Presentation
Download Presentation
Yale Brand Specialist Team

Loading in 2 Seconds...

play fullscreen
1 / 45

Yale Brand Specialist Team - PowerPoint PPT Presentation


  • 134 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

Yale Brand Specialist Team


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
yale brand specialist team

Yale Brand Specialist Team

Branding –

Essential Strategic Success Strategy for Your Organisation

Yale Consultancy Sdn Bhd

what is a brand
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

what is a brand3
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

what is a brand4
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

identify the difference
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

identify the difference6
Identify the Difference!!

Brand is NOT JUST A PRODUCT!!

Area of Parity

Yale Consultancy Sdn Bhd

brand does not equal to product
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

identify the difference8
Identify the Difference!!

Brand is NOT JUST A Communication!!

Advertising

Public Relations

Sponsorships

Events

SalesPromotions

Yale Consultancy Sdn Bhd

identify the difference9
Identify the Difference!!

Yale Consultancy Sdn Bhd

do you want to be different by creating you own brand try out yale brand toolkits now

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

want to learn more on branding toolkits

Want to Learn more on Branding Toolkits?

Please continue to read……………..

Yale Consultancy Sdn Bhd

why a brand strategy toolkit
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

what is brand strategy
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

brand strategy and marketing strategy

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

brand strategy process
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

brand audit
Brand Audit

Brand Audit

Target & Insight

Competitive

Assessment

Brand

Inventory

Points of Parity and Difference

Yale Consultancy Sdn Bhd

target matrix
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

example target matrix wine drinkers
Example Target Matrix: Wine Drinkers

Yale Consultancy Sdn Bhd

target insight
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

target insight wine enthusiasts
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

target insight staples
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

target insight above the influence
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

competitive assessment
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

points of parity and difference
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

points of parity and difference hardware
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

brand inventory
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

brand inventory blockbuster
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

brand strategy
Brand Strategy

Brand Strategy

Equity

Pyramid

Positioning

Personality

Objectives & Metrics

Yale Consultancy Sdn Bhd

brand pyramid

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

example brand pyramid ravenswood

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

brand positioning statement
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

positioning example carhartt
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

brand personality
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

brand personality rosa mexicano
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

brand execution
Brand Execution

Brand Execution

Brand

Elements

Communications

Strategy

CRM &

Community

Building

Brand Experience Map

Yale Consultancy Sdn Bhd

brand elements
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

brand experience delivery
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

brand experience moments of truth
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

brand experience moments of truth39
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

conclusion
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

yale branding methodology
Yale Branding methodology

Yale Consultancy Sdn Bhd

wait no more

Wait No More!!

Call Yale Consultancy SdnBhd Now!

+603 2021 0577

Yale Consultancy Sdn Bhd

references
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