Determine your brand focus

Determine Your

Brand Focus

AGUILA Andrea - RESTREPO Daniela

Maria del Carmen Ebang

INDEX1. Introduction

2. Brand definition

3. Brand history

4. Why do you need a brand?

5. Brand Valuation

6. ISO 10668

7. Brand Architecture

8. Brand planning

9. Research to consider

10.Brand archetypes and storytelling

11.Conclution

INTRODUCTIONFor the development of a successful brand we

need to establish a brand strategy. It is a long-term

plan in order to achieve specific goals. A well-

defined and executed brand strategy affects all

aspects of a business and is directly connected to

consumer needs, emotions, and competitive

environments. what does that really mean? That is

what we will try to understand in this presentation.

BRAND DEFINITION

The perception of brands

is based on their:

● Past (reputation)

● Present (experience)

● Future (expectation)

Reputation

● Brand promise

● Cosistent service

● Trust

● Brand equity

Experience

● Deliver satisfying experiences

● Emotional and psychological bonds of loyalty

Expectation

What is expected of the brand?

What do we expect from it ?

Past is EXPIRIENCE

Present is EXPERIMENT

Future is EXPECTATION

Use experiences, in the experiments to

achieve expectations!

BRAND HISTORY

The first use: The practice of using hot irons

The Industrial Revolution and Subsequent boom in

factories: To differentiate manufactured goods from

competing businesses.

Reasons for creating a brand or rebranding an

existing organization, product or service are

many and varied.

WHY DO YOU NEED A

BRAND

Few examples:

● To launch a new organization, product or

service

● For the relaunch of an existing organization,

product or service

● In rebuilding a lost reputation

● To unite or consolidate a group

● New ownership

● New positioning

● To attract and retain staff

● To attract investors

● To attract customers

It is imperative to create an international brand.

There are major benefits to be gained from

creating a brand including the following:

● Differentiation

● Connecting with people

● Added value

● Signify change

Differentiation

Why a product is

better than any

other on offer ?

Connecting

with people

Culturally

economically

emotionally

Signify change

Branding makes

buiness strategy

visible

Added value

Improvement of

products and

services

Video

BRAND VALUATION

It is the job of estimating the total financial

value of the brand.

Brands

Intangible

Assets

Tangible

Assets

Brand’s value is necessary for:

- Brand investment decisions

- Marketing budget allocation

- Communication of brand worth

- The balance sheet

- Mergers and acquisitions

- Securing finance

ISO 10668It is the world's first brand valuation standard.

It specifies the procedures and methods of

monetary brand value measurement that are

required to provide financial evidence of the

brand's worth.

types of analysis

Legal

analysisBehavioural

analysis

Financial

analysis

The market

approach The cost

approach

The income

approach

BRAND

ARCHITECTURE

It is a strategic tool that communicates the

structure of the organization and how the branded

assets in its portfolio relate to each other and their

respective audience.

Brand

architecture

models

Monolithic

Endorsed

Branded

SUB-BRANDSSub brands are part of a company's family of

brands and come under the overall umbrella of

the main brand or company name.

Each of these brands may have a distinct brand

promise, position and personality.

BRAND PLANNING

when you have a great idea before launching the brand, this is

called the brand plan.

This idea should be clear and exact.

The elements that make up a brand plan:

Vision, pupose,goals,key issues,strategies,target,main

message,product,advertising,promotion,stimulus,response,

medium and channel.

RESEARCH TO CONSIDER THE

BRAND PLANNING

● Marketing collateral for the organization and its competitors

● Human resources collateral for the organization´s employees

● Research reports.

BRAND ARCHETYPES. Examples:

● The Innocent

Think: Coca Cola, McDonald’s, Ben & Jerry’s

Goal: To be happy.

● The Ruler

Think: Microsoft, Mercedes, American Express

Goal: To create a prosperous and successful family, company or

community.

BRAND ARCHETYPES AND

STORYTELLING

BRAND ARCHETYPES AND

STORYTELLINGBRAND STORYTELLING:

Brand storytelling is the sharing of events through words and

images,with the purpose of educating and entertainnig, in relation to

the brand.

CONCLUTION

Finally,the brand plan helps frame the execution for internal

stakeholders and for the various agencies which will implement

programs to the plan. Execution is an expression of the strategy, and

the plan must hold agencies accountable to deliver the work that is

implemented on the strategy. And lastly, the Brand Plan helps the

Brand Manager, to stay focused delivering the brand as it was planed.

It helps them to refer back to the strategy in which the intention is to

ensure the Brand Manager’s continuity’s on the strategy during the all

year.