Build strongbrand 2

MARKHENTY CONSULTING

What is a Brand ?

Definition

A source of relationship with consumer

A source of promise to the consumer

A singular idea or concept that you own inside the mind of the prospect.

Needs & wants

ConsumerCustomer

Needs

WantsBeing

Needs

Deficit Needs

Esteem Needs

Belonging Needs

Safety Needs

Physiological Needs

Maslow Pyramid

Being Needs

Deficit Needs

Self - actualisation

Products

Needs are converted to wants

Wants are expressed through products & services

A consumer needs a drink and wants a cup of

A consumer needs to communicate to others and wants a mobile phone

A strong brand satisfies a defined consumer need

A consumer wants a mobile phone but a

Needs & wants

Organisations exist for one purpose:

- To meet human needs

Venerated organisations have managed to meet every human needs over a long period of time

All BCCA’s revenues and profits result from one thing:

- Customers who are willing to pay money for products and services that meet their needs

Needs & wants

Any brand management initiative, any marketing initiative, any business initiative must start with a solid understanding of the customer

Defining the target customer

He has important needs and your brand meets his needs

Your brand has the potential to be preferred by him

There is something about your brand that he admires

He has the potential to provide BCCA with consequent revenues and profits over the long run.

BCCA can grow by :

- building a long term relationship with, and

- increasingly fulfilling the evolving needs of its target customers

Understanding the customer

At a minimum, your organization should capture and understand the target customer following attributes :

– Demographics

– Lifestyle

– Needs/desires

– Fears/concerns

– Product purchase behaviour

– Product usage behaviour

Understanding the customer

Market segmentation is necessary to meet the needs of different customer groups effectively.

BCCA should have a good understanding of the following dimensions of each market segment :

– Its overall size and its growth rate

– Its price sensitivity

– The benefits that are most and least important to it

– How well it is served by existing products and brands

– How it selects and purchases the product

– How accessible it is

– The distribution method it prefers

– How it uses the product

– Its product usage/replacement rate

– Its longevity and projected evolution over time.

Market segmentation

Market can be segmented in the following ways:

Product usage segmentation

Purchase behaviour segmentation

Brands loyal

- convenience drivers

- price drivers

- surfers

Benefit segmentation

Price segmentation

Lifestyle segmentation

Cohort group segmentation

Psychographic segmentation

Etc…

Market segmentation

What is a Brand ?

Branding is a matter of giving a soul to a product/service/institution throughout tangible & intangible values.

ProductServiceInstituti

on

TangibleValues

Intangible

Values

What is a Brand ?

Brand

personalit

y

Brand identity

Brandimage

Brand positioning

Brandessence

Brand

designBrandPromis

e

ProductService

Institution

What is a Brand ?

Brand equity

Brand

personalit

y

Brand identity

Brandimage

Brand positioning

Brandessence

Brand

designBrandPromis

e

ProductService

Institution

What is aStrong Brand ?

Definition

A brand is strong when consumers make their purchase decision based on a deep belief that this brand satisfies their needs better than any other brand or product.

Exercise

List 2 brands in your market which you consider to be strong brands and identify the elements that make it strong for the consumer point of view.

Recognisable elements of a strong brand

Consistent product

Consistent image

Consistent price

Consistent appearance

How to manage strong brands ?

International Brands

Regional Brands Local Brands

STRATEGY

Countries/region input Global marketing input Country/region decides

Global marketing recommends

Country/region recommends

MD/Board decides MD decides

EXECUTION

Countries/region input Global marketing input Global marketing may input

Global marketing recommends

Country recommends Country/region decides execution

Region decides guidelines

Country/Region decides key activities(e.g.advertising)

Global marketing shares successful models

Global marketing decides major deviations from guidelines

Global marketing shares successful models

Global marketing shares successful models

How to createa Strong Brand

?

Ingredients

A long-term strategic vision

Clear understanding of the consumer

A clear and defined brand positioning with a competitive advantage

Consistent marketing mix across market and over time

A sustainable and ownable brand identity

Compliance with brand marketing laws.

Build up brand health indicators in respect of strategic trends.

Brand quality share

For strong brands, all key brand indicators are higher than the brand market share :

- Share of cohort segment

- Share of voice

- Share of channel margin

- Share of strategic segment

Brand quality share

Market Share

1. Raw product profile

Market

Share

2. Dynamic profile

Brand essence

It’s the heart and the soul of a brand, a brand’s fundamental nature or quality.

Usually stated in 2 or 3 words , brand essence is the one constant across product categories and throughout the world.

Some examples :

- NIKE Genuine athletic performance

- DISNEY Fun family entertainment

Brand essence

Brand muscle 1 Brand muscle 2

Brand muscle 3 Brand muscle 4

Brand Essence

Each muscle illustrates one of the key brand attributes and could be subdivided in “sub muscles”.

Exercise

Based on materials provided, create and illustrate a brand essence with its 4 muscles.

Brand promise

To be successfully positioned in the market place, a brand must promise differentiated benefits that are relevant to its target audience.

The benefits can be :

- Functional (physical)

- Emotional

A brand promise is often stated as :

– Only {brand name} delivers {benefit} in {product or service category}

For corporate brands, it is stated as :

– {corporate brand name} is the {tested/quality/innovative} leader in {benefit} in the {product or service category}

Brand promise

A brand promise must :

- Address important consumer needs

- Leverage your organization’s strengths

- Promote a competitive advantage through differentiation

- Inspire, energize, mobilize people

- Drive every organizational decision, system, action and process

- Manifest itself in the company, product and services

A brand promise must be :

- Understandable

- Believable

- Unique/differentiating

- Compelling

- Admirable or endearing

Brand promise

Brand promise

Brand promise

Brand positioning

It is a function of the brand’s promise and how the brand compares with other choices with regard to :

It is the way the brand is perceived in the mind consumers vs competition.

QUALITYVALUE PERCEIVED

LEADERSHIPINNOVATION

PRESTIGETRUST SAFETY

RELIABILITY CONVENIENCE

CONCERN TO CONSUMERSOCIAL RESPONSIBILITY

TECHNOLOGICAL

SUPERIORITY

Exercise

Brand positioning workshop

KINDSEXYOLD FASHIONINNOVATION FUN

SINCERERELIABLE

SAFE

SOPHISTICATED

PROGRESSIVE

Brand personality This refers to adjectives that describe the brand such as :

In general, strong brand posses the following personality attributes :

LIKABLE

HONESTADMIRABLE

APPEALING

POPULAR

STAND FOR SOMETHING

RELIABLE (“I can always count on {brand} !”)

AUTHENTIC

TRUSTWORTHY

UNIQUE BELIEVABLE RELEVANT

INNOVATIVESERVICE-

ORIENTED

DELIVERS HIGH QUALITY, WELL PERFORMING PRODUCT & SERVICES

Strong positive brand associations

This refers to anything a consumer associates with the brand in his mind

These associations could be :

- Organizational

- Product related

- Symbolic

- Or personified.

If there is a strong connection with this association

This refers to a combination of :

- Essence

- Promise

- Personality

- And positioning

Strong positive brand associations

Names, logotypes, symbols and other graphic devices, distinctive shapes, typography, theme lines or slogans, copy lines or base lines, etc… that are uniquely associated with a brand, are all components of a brand identity.

Compelling Brand Architecture

It’s the brand family tree. Ideally, the brand architecture is simple with no more than 2 levels :

- Master brand

- Brand/sub-brand

- Enclosed brand

- Stand-alone brand

How to manage

a Strong Brand ?

The brand management process

The power of focus

The power of brands lies in focus in today’s business environment. The robust brands will be those that :

- Focus on one customer group

- Become intimate with that group

- Strive to meet more and more the needs of that group

- Co-create products and services with the group

- Epitomize what that group stand for.

Brand positioning

What is the target market ?

What is the segment ?

What is the point of difference ?

Three mains areas for differentiations :

- PRODUCT

- PACKAGING

- IMAGE

Copy strategy

The 6 components of a copy strategy :

1. Key consumer benefits Physical Emotional

2. Reason why Physical Emotional

3. Brand character/personality

4. Brand world

5. Desire consumer response

6. Proposed selling ideas

Ingredients

A long-term strategic vision

Clear understanding of the consumer

A clear and defined brand positioning with a competitive advantage

Consistent marketing mix across market and over time

A sustainable and ownable brand identity

Compliance with brand marketing laws.

Build up brand health indicators in respect of strategic trends.

A consistent marketing mix

All elements of the marketing mix must be :

Consistent with the brand positioning

Consistent with each other

Consistent over time

Consistent geographically

Integrated to reinforce themselves in order to build a strong brand.

Brand positioning

ProductPriceDistributionCommunicatio

n

Perceived Brand Positioning

The Company Marketing mix The Consumer

International brands vs local brands

Tangible values

Quality

Innovation

Price

Intangible values

Subjective quality- Taste- Flavour- Colour- Sound

Narrative quality- Story- Geography- People- And… Saga

Association- Economic association- Social association- Cultural association

Building a Strong BrandFrom Brand Awareness to Brand

Insistence

Integrated communication process

ATL BTLTV Promotion

RadioLoyalty

program

PressMerchandising

Sponsoring

Out-doorOther media

Retail media

BrandIdentit

y

BrandDesign

PUSH

PULL

Consistency

Consistency

Drive brand insistence

Loyal consumers

Occasional consumers

Non consumers

+++ + - -

Achieve must-stock status

Reinforce convenience

Promote convenience distribution

Destination/loyalty program

Yield management

MigrationsYield management

Promote recruitment riceYield management

Reinforce product affinity

Increase usability

Low product entries Barriers

Emotional connection

Accessibility

Value

AwarenessRelevance

Building share of market

Bu

ild

ing

sh

are

of

min

d

Drive brand insistence

Brand Equity building process

Brand Affinity- Share of mind

- Share of heart

Brand distribution- Must-stock status- Distribution share

Positioning/PricingValue share

Awareness

Share of voice

Brand AwarenessBrand Relevance

Brand ValueDifferentiation

BrandAccessibility

Brandfunctional connection

Brand promise

Brand promise

Brand promise

Brand promise

Brand promise

Brand promise