Branding Tools
Waldemar Pfoertsch
Feb. 2010
© Copyright 2010 by Prof. Waldemar A. Pfoertsch. All Rights Reserved.
TOOL 1: Value Proposition
Design your own value proposition/positioning
statement does not need to be difficult:
For ___________________, “YOUR
(Target Segment)
PRODUCTS” are ___________________
(Most important benefits/ Claims)
because
_______________________________.
(Most Important Support)
By Professor Dr. Per V. Jenster
Tool 2: Segmentation with Brands
Level of Brand
Meaning
Example:
Beliefs and
Values
Benefits
Pure Water
Attributes
Low
Bottled Water
Degree of Product
Differentiation
High
??
TOOL 3: Brand Relevance Creation
• Distinguishing Characteristics
1–2–3–4-5
• Authentic Newness
1–2–3–4-5
• Individual Meaningfulness
1–2–3–4-5
• Non-Commercial Impact
1–2–3–4-5
Aaker http://www.strategy-business.com/press/16635507/04207
TOOL 4(A): Branding Triangle
Company
Recognition ...%
Market Share …%
Profitability …%
…
2007 ………
Collaborators
Customers
Motivation .. %
Retention .. %
Knowledge .. %
...
Relevance .. %
Loyalty
.. %
Retention .. %
…
2008 ……….
2009 ……
2010e ......
TOOL 5: Measure Brand Strength
• Behavioral
Brand Knowledge
Brand Relevance
Brand Preference
Brand Loyalty
• Financial
Price Premium
Increased Cash Flow
Increased Share Value
• Combination
INTERBRAND Brand Valuator
BBDO Brand Equity Evaluation System (BEES)
CoreBrand Analysis
TOOL 6: Brand Building Processes
Key word
searching
(KWS),
Natural
Language
Processing
(NLP),
Brand Score
Brand Exploratory
Card (BSC)
Chief Brand
Officer (CBO),
Brand
Responsibilities,
Corporate
Brand –
Brand Portfolio,
Corporate
Brand,
Division
Brand,
Product
Brand
Goals,
Structures,
Processes
Brand inventory
(internal analysis),
Brand exploratory
(external analysis),
Brand Equity Charter,
Brand Score Cards,
Brand Audit Mind Map,
Brand Identity Elements
TOOL 7: Customer-Based Brand Equity
Loyalty
Brand
Resonance
Positive Reactions
Customer
Judgments
Points of Difference
Brand Awareness
Keller, 2004
Brand
Performance
Customer
Emotions
Brand
Imagery
Brand Salience
What about You and Me?
What about You?
What Are You?
Who Are You?
Tool 8: Audit Dimensions
Brand
Identity
Elements
http://www.brandlogic.com/
TOOL 4 (B): Branding Triangle
Company
General Public
Internal
Marketing
External
Marketing
Collaborators
Customers
Interactive Marketing
Internal Marketing
Interactive Marketing
External Marketing
Staff Training
Employee news
Intranet
Corporate TV
Customer Communication
Employee interaction
Internet Transactions
Call Centers ...
Trade Shows
Corporate news
Internet
Ads, PR, ...
TOOL 9: Brand Valuation Price Premium
TOOL 10: Brand Valuation Interbrand
