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What is a brand?
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What is brand 5,000 ago
Marking livestock with burning irons.
Letters
Numbers
Figures
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Early day brand mark
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早期的品牌标记
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Can you spot the logos?
What led to the brand recall?
Question
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Solution
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It’s not just a logo.
It’s not just advertising.
It’s not just a name.
It’s not just about quality.
What a brand isn’t
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The definition of “brand” has evolved with technological advancements
and new media.
Its impact has created a larger pair of shoes for businesses to fill in order
to leave a lasting impression.
“Brand” has evolved
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B2B
B2C
Business to Business
Smaller, niche
Multiple
Multiple step
Business to Consumer
Target market
Larger
Purchaser(s)
Single
Buying process
Single step
Longer
Sales cycle
Shorter
Relationship and
detailed information
Sales driver
Recognition and repetition
http://themarketingdirectors.wordpress.com/2010/02/15/b2b-vs-b2c-marketing-what-works-best-on-the-dance-floor/
Understanding and differentiating B2B and B2C
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Your company
Products
Systems
Services
Processes
Competitors
Products
Systems
Services
Processes
Technology allows replication of various elements. Consumerism has driven the market into one
that is manufacturing-for-obsolescent. All the more a brand becomes a valuable intangible asset.
Easy replication methods can jeopardize your company
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If you haven’t developed a B2B or B2C brand…
Rather than innovate and develop its own
technology and a unique Samsung style for
its smartphone products and computer
tablets, Samsung chose to copy Apple’s
technology, user interface and innovative
style in these infringing products.
http://www.businessinsider.com/why-samsung-puts-up-with-steve-jobs-insults-2011-3
http://www.channelinsider.com/c/a/Spotlight/Apple-COO-Discusses-Steve-Jobs-Samsung-Lawsuit-684508/
Case study – Apple vs Samsung
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(But we are) the world's largest
supplier of flash memory to tablets
and smartphones!*
(We) manufacture the A4 and A5
processors that go into the iPad and
iPad 2!
*Bloomberg Businessweek, March 10, 2011
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… and settled for only a contract manufacturing relationship,
you have to tolerate the abuses…
Don’t be a whipping boy
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The visible benefits a strong brand are more than just
gaining trust and reputation. It also gives you the ability to;
- command a premium price
- develop more stable demand
- establish barriers to entry
- leverage brand equity when introducing new products
- incur lower sales conversion costs
- obtain more favourable supplier terms
- generate lower staff acquisition and retention costs
- secure capital at a lower cost
Benefits of a strong brand
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CEO’s
Vision
Innovation
Customer
Segmentation
Company
Mission
Employee
Relations
Pieces of the puzzle
Brand
Architecture
Brand
Blueprint
Brand
Corporate
Values
Business
Strategy
Delivery
Communications
Mgt & Co.
Structure
Customer
Experience
Culture
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Where to start?
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1
Brand audit
2
Brand explorer
3
Brand validation
4
Brand blueprint
5
Brand into action
Research/analysis
& Understanding
Development
Exploration
Finalization &
Delivery
Implementation
& Monitoring
Using research and
analysis of information
to understand the brand
relative to its landscape
as it stands today.
Using the brand
understanding from
Phase 1 to develop
future positioning
possibilities.
Exploring alternative
brand positioning with
consumers and other
stakeholders for the
purpose of fine tuning
and decision making.
The deliverable also
includes a framework
to align internal and
external activities to the
brand blueprint,
inclusive of rationale.
This includes the
internal
alignment of the
brand blueprint to the
organization,
as well as fine tuning or
redevelopment of
external expressions,
including
visual brand identity
and communications.
Strategy-centric brand development methodology
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1
Brand audit
Internal analysis
External analysis
-
-
Employee interviews
Consumer research
- Organization audit
- Market audit
- Communications audit
- Competitive audit
- Portfolio audit
- Site and retail audit
Research/analysis
& Understanding
Using research and
analysis of information
to understand the brand
relative to its landscape
as it stands today.
Deliverable
an in-depth and objective report
on the brand’s performance today
relative to staff expectations,
market dynamics, competitors,
and consumer expectations
Brand audit – To conduct internal and external analysis
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Board of
Directors
President
CFO
CEO
?
Organization audit – Organization chart
COO
?
?
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Technology/
R&D
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2
Brand explorer
Development
Quality
Scale
Using the brand
understanding from
Phase 1 to develop
future positioning
possibilities.
Team
composition
Brand explorer – Market landscape based on comparison
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3
Brand validation
Future desired
Positioning
Exploration
Exploring alternative
brand positioning with
consumers and other
stakeholders for the
purpose of fine tuning
and decision making.
Present internal perception
Positioning
Brand validation – Seek to identify the gap
Identify the gap
Present external reality
Positioning
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4
Brand blueprint
7 key elements
Core brand values
Core brand attributes
Finalization &
Delivery
The deliverable also
includes a framework
to align internal and
external activities to the
brand blueprint,
inclusive of rationale.
Core brand benefits
Core brand personality traits
Brand proposition
Company vision statement
Company mission statement
Positioning statement
Brand blueprint – 7 key elements
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Branding
Advertising
External expressions/
Creative execution
Communications
strategy
Brand identity guide
5
Brand into action
Brand blueprint
- Brand positioning
- Core brand benefits
Implementation
& Monitoring
This includes the
internal
alignment of the
brand blueprint to the
organization,
as well as fine tuning or
redevelopment of
external expressions,
including
visual brand identity
and communications.
- Core brand values
- Brand personality
- Brand attributes
- Company vision
- Company mission
Brand promise emerges
From the confluence
of the 3 elements below;
- Brand blueprint
- Consumer insights
- Local market
circumstances and
opportunities
- Corporate identity
(brand name, logo, colour, typeface,
signage)
- Packaging design
- Literature/ collaterals design
- Graphic standards manual
- Corporate video
- Website development and design
- Customer experience
Fixed
Branding-advertising construct
Dynamic
- Brand architecture
- External briefing session
(advertising, promotions, public
relations)
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Client
(from web,
trade shows,
advertisement)
User
satisfaction
Client’s
specification
(purchase
order)
Sign
contract with
sales team
Feedback &
improvement
Delivery/
sales
(suppliers,
retailers,
consumers)
Internal
Branding experience
External
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Purchase order
(raw materials,
outsourcing etc.)
Process
quality
control
Manufacturing &
production
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People
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Culture
People
People
Products
and
services
Organization
structure
Brand
Physical
environment
External
communications
People
People
Distribution
channels
People
The brand-centric company model
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Strategic Business Objectives
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CEO Vision
Company Mission
Operations and Organizational Structure and Core Values
Employees deliver
-
Values
Trust
Confidence
Customer Relationship
Company/ Product
Brand Image
- Attributes
- Features
- Service
Brand Proposition
Benefits
Running a successful business
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The visible benefits a strong brand are more than just
gaining trust and reputation. It also gives you the ability to;
- command a premium price
- develop more stable demand
- establish barriers to entry
- leverage brand equity when introducing new products
- incur lower sales conversion costs
- obtain more favourable supplier terms
- generate lower staff acquisition and retention costs
- secure capital at a lower cost
Benefits of a strong brand
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Satisfied customers will communicate your value,
thereby reinforcing your brand equity.
Mutual gratification
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Process of branding
品牌建立的过程
Brand
Research
Brand
Strategy
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Brand
Identity
Brand
Touchpoint
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Process of branding
Brand
Research
Culture
Market
Product
Pricing
Distribution
Services
Strategy
Competition
Strengths
Weaknesses
Opportunities
Brand
Strategy
Value
Differentiation
Competitive
Strategy
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Brand
Identity
Key messages
Concept
Brand
Touchpoint
Brand Logo
Packaging
Trade show
Sign board
Website
Advertising
Brochure
Direct mail
Bill board
Experiences
Employees
Services
Publications
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