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