Branding Tools Waldemar Pfoertsch July 2008 © Copyright 2008 by Prof. Waldemar A. Pfoertsch. All Rights Reserved.

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Presentation transcript:

Branding Tools Waldemar Pfoertsch July 2008 © Copyright 2008 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: Brand Relevance Creation Distinguishing Characteristics Authentic Newness Individual Meaningfulness Non-Commercial Impact Aaker 1 – 2 – 3 – 4 - 5

TOOL 3(A): Branding Triangle CompanyCollaborators Customers Relevance.. % Loyalty.. % Retention.. % … Motivation.. % Retention.. % Knowledge.. %... Recognition...% Market Share …% Profitability …% … 2007 ……… 2008e ………. 2009e ……..

TOOL 4: Measure Brand Strength Behavioral Financial Combination Price Premium Increased Cash Flow Increased Share Value Brand Knowledge Brand Relevance Brand Preference Brand Loyalty INTERBRAND Brand Valuator BBDO Brand Equity Evaluation System (BEES) CoreBrand Analysis

TOOL 5: Brand Building Processes Chief Brand Officer (CBO), Brand Responsibilities, Corporate Brand – Brand Portfolio, Brand inventory (internal analysis), Brand exploratory (external analysis), Brand Equity Charter, Brand Score Cards, Brand Audit Mind Map, Brand Identity Elements Key word searching (KWS), Natural Language Processing (NLP), Brand Score Card (BSC) Brand Exploratory Corporate Brand, Division Brand, Product Brand Goals, Structures, Processes

TOOL 6: Customer-Based Brand Equity Brand Awareness Points of Difference Positive Reactions What about You and Me? What about You? What Are You? Who Are You? Brand Resonance Customer Judgments Customer Emotions Brand Performance Brand Imagery Brand Salience Loyalty Keller, 2004

TOOL 3 (B): Branding Triangle Company Collaborators Customers General Public Internal Marketing Interactive Marketing External Marketing Internal Marketing Staff Training Employee news Intranet Corporate TV Interactive Marketing Customer Communication Employee interaction Internet Transactions Call Centers... External Marketing Trade Shows Corporate news Internet Ads, PR,...

TOOL 6: Brand Valuation Price Premium

TOOL 7: Brand Valuation Interbrand

Tool 8: Segmentation with Brands ?? Beliefs and Values Benefits Attributes Low High Degree of Product Differentiation Level of Brand Meaning Bottled Water Pure Water Example:

Tool 9: Communication Planning

Tool 10: MarCom Calendar