Branding Strategy

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Strategic Brand Management Exeter MBA and MSc – Day 2 Brand Strategy Aaker’s Brand Identity System BRAND IMAGE BRAND IDENTITY BRAND POSITION How the brand is now perceived How strategists want the The part of the brand identity and brand to be perceived value proposition to be actively communicated to a target audience Understand Image Develop Identity Market Position Jack Buckner 1 Planning Brand Strategy Consumer Perceptions Marketing Communication Company Intentions BRAND IDENTITY
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  1 Strategic Brand ManagementStrategic Brand Management Exeter MBA and MScExeter MBA and MSc –  – Day 2Day 2Brand StrategyBrand Strategy Jack Buckner  Aaker Aaker ’’ssBrand Identity SystemBrand Identity System BRAND IMAGEHow the brand is now perceivedBRAND IDENTITYHow strategists want the brand to be perceivedBRAND POSITIONThe part of the brand identity andvalue proposition to be activelycommunicated to a target audience Understand Image Develop Identity Market Position  2 Jack Buckner  Planning Brand StrategyPlanning Brand Strategy BRAND IMAGEHow the brand is now perceivedBRAND IDENTITYHow strategists want the brand to be perceived Consumer PerceptionsCompany Intentions MarketingCommunicationProcess Understand ImageDevelop identityMarket position Jack Buckner  Planning Brand StrategyPlanning Brand Strategy Consumer ImageBrand StrategyMarket Position  3 Jack Buckner  Brand Strategy PlatformsBrand Strategy Platforms  Leo Burnett:Leo Burnett:‘‘Brand EssenceBrand Essence’’  –  – FunctionsFunctions »»What is it?What is it?»»What is it for?What is it for?»»What does it do?What does it do?  –  – DifferenceDifference »»How is it better?How is it better?»»How is it different?How is it different?  –  – PersonalityPersonality »»How should people feel about it?How should people feel about it?»»Why should they like it?Why should they like it?»»Why should they respect it?Why should they respect it?  –  – SourceSource »»What does the company stand for?What does the company stand for?»»What are its aims?What are its aims?   Jack Buckner  BMP DDB:BMP DDB:‘‘Brand PositionBrand Position’’  PropositionProposition –  – Key benefitsKey benefits –  – Core identityCore identity –  – Points of leveragePoints of leverage  Target AudienceTarget Audience –  – PrimaryPrimary –  – SecondarySecondary  AdvantageAdvantage –  – Points of superiorityPoints of superiority –  – Points of parityPoints of parity  CommunicationCommunication –  – Augmenting the messageAugmenting the message –  – Reinforcing the messageReinforcing the message –  – Diffusing the messageDiffusing the message  4 Jack Buckner  Kapferer Kapferer : Brand Identity Platform: Brand Identity Platform  Why must the brand exist?Why must the brand exist?  From where does the brand speak?From where does the brand speak?  What is the brandWhat is the brand’’s vision of the products vision of the productcategory?category?  What are our values?What are our values?  What is the brandWhat is the brand’’s specific knows specific know--how?how?  Who are we addressing?Who are we addressing?  What image of the customers do we want toWhat image of the customers do we want torender?render? Jack Buckner  Brand Identity PrismBrand Identity Prism OrganisationCustomer  PhysiqueRelationshipReflectionSelf-imageCulturePersonality Source: Kapferer(1997)Strategic BrandManagement
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