brand buiding strategies - crdc@kmutt 2012/crdc6/pp6 brand.pdf · brand promise to the customers...

BRANDBUIDING

STRATEGIES

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THE BRAND MODEL

Corporate personality

Corporate culture

Corporate philosophy

Core values

Corporate mission

Customers

Suppliers

Shareholders

Local communities

E-communities

Media

Influential groups

Marketing communications

strategy

Employees'

view of identity

Products and service

Brand idea

Unplanned communications

IdentitySpontaneous stakeholder feedback

feedback’

feedback’

Spontaneous stakeholder feedback

Ide

ntity/im

ageIn

terface

Image

Co

mp

etitors

Activity

Po

sition

ing

Accu

mu

lated

Experien

ces

Of th

eB

rand

Bran

d re

pu

tation

Unplanned communications

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THE BRAND MODEL

Corporate personality

Corporate culture

Corporate philosophy

Core values

Corporate mission

Customers

Suppliers

Shareholders

Local communities

E-communities

Media

Influential groups

Marketing communications

strategy

Employees'

view of identity

Products and service

Brand idea

Unplanned communications

IdentitySpontaneous stakeholder feedback

feedback’

feedback’

Spontaneous stakeholder feedback

Ide

ntity/im

ageIn

terface

Image

Co

mp

etitors

Activity

Po

sition

ing

Accu

mu

lated

Experien

ces

Of th

eB

rand

Bran

d re

pu

tation

Unplanned communications

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7 C’s

Analysis

ConsumerInsights

Category Development

Conditions of Business

Environment

Competition

Strategies and

Activities

Competency

of Human

Resources

Cultural Values

and Styles

Capabilities of

Hard Factors

and

Soft Factors

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8 P’s of Branding Strategies

Product Attributes

and Features

Production and

Quality Control

Positioning in

CommunicationPrice and

Value Relationship

People and Human Skills

Personality

through

ExpressionProcess

of

Transaction

Performance for

Brand Experiences

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THE BRAND BUILDING MODEL

Communication Experience

Brand Perception

Brand Equity6/021รศ.ดร.เสรี วงษ์มณฑา

Brand vision

Future environment

Values Purpose

THE PROCESS OF BUILDING AND SUSTAINING BRANDS

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THE SECRET OF STRONG BRANDS : THE TRINITY OF ART, SCIENCE, AND CRAFT

• Art : Superior content generates emotions

Art-Combination of rational

And emotional benefits-Consistent and up-to-date

-Creative execution

ScienceSystematic monitoring of

Brand status, brand value,And success potential

Craft-Brand management as a top

Management issue-Excellent technical execution in the

Marketing mix

Triad

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BRAND PROMISE

Sweetspot

Competitors areNot addressing it

OrganizationStrength

Very importantto consumer

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BrandValues

Functional

Structural Self-Expression

Emotional Financial

FIVE-STAR BRAND VALUES

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FACILITATING AN INTEGRATED BRAND THROUGH ADDRESSING FOUR KEY BRAND COMMUNICATIONS.

Product/service Staff behavior

Brand’s values

Communication Environment

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THE REPUTATION

Profitable Better Results Than Expected

Strong Growth Prospects

High Quality Value for Money Stands Behind Meets Customer Needs

Innovative First to MarketAdapts Quickly to Change

Rewards Employees

Fairly Employee Well-Being Offers

Equal Opportunities

Governance

Open and Transparent Behaves EthicallyFair in the Way It

Does Business

Environmentally Responsible Supports Good Causes Positive Influence on Society

Well Organized Appealing

Leader Excellent Management Clear

Vision for Its Future Reputation

Esteem

Feeling

Admire

Trust

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BRANDVISION

The future Why the brand exists

The pledged experience

How vision and promisesare delivered

How we areseen in the

marketplace

What people associate with us,

brand stories, brand identity

THE DNA COMPONENT OF BRAND SPACE

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Developing a brand-building organizationBrand positioning design

>Target consumer>Essence>Promise>Personality

OrganizationMission and

vision

Organizationculture

Values and behavior

RecruitmentInternal

communicationTraining and development

PerformanceObjectives

And appraisal

Rewards andrecognition

Product and service

Operations,System and

logistics

Brand identityStandards and

system

IntegratedMarketing

components

Brand positioningManifested at each point

Of customer contact

Creating the total brandexperience 14/021รศ.ดร.เสรี วงษ์มณฑา

Advocacy“I promote it”

Part of everyday Work“I live it”

Buy-in“I can explain it”

INTERNAL BRAND-BUILDING PROGRAMS EMPOWER EMPLOYEES TO LIVE THE BRAND

Awareness“I Know it”

Ensure employees

understand the

brand promise to

the customers

Help employees

to make a powerful

emotional connection

to the company’s

products and

services and feel

passionate about

the brand promise

Empower

employees to

live up to the brand

promise in the day-to-

day activities

Encourage

and create

incentives for

employees to act as brand

advocates to their

colleagues

And and customers

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Brand Saboteurs

Working actively against

the brand idea

Brand Cynics

Notinvolved

with the

brand idea

Brand Agnostics

Interested but not

committed

The Power of Brand Champions

Brand Champions Storytellers who spread the brand

idea

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Brand equity

THE BRAND EQUITY EQUATION

Communication

Brand relationships

Brand support

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RELATIONSHIP LINKS, TIES, AND BONDS

• Trust.

• Consistency.

• Accessibility.

• Responsiveness.

• Commitment.

• Affinity.

• Linking.

• Support

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RELATIONSHIP ANALYSIS

• Knowing the company.

• Trusting the company.

• The company is the consistent in its dealings and product performance.

• The company is accessible.

• The company is responsive.

• Customers have an affinity with the company and its other customers.

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• Customers like the company and enjoy doing business with it.

• Customers feel the company is committed to them, putting their

interests and needs first .

RELATIONSHIP ANALYSIS

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Brand

health

assessment

Expression High Shares

VisibilityMedia

Coverage

Speciality

Being Reference

CEO’s VisionBehavior

BRAND HEALTH ASSESSMENT

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