The goals of the Bootcamp• At the end of the six months

to have gone through the principles of the model

• To apply many of these to real world situations and to our own businesses

• Create a competitive advantage for your business

Objectives for today

• Present an overview of the model• Consider some

of the applications & tools• Outline the

strategy going forward

In order to build a strong brand, you must shape how

customers think and feel about your product.

Advantages of powerful brand equity

• Your customers will buy more from you• You create ‘Fans’ who recommend you to others• You drive loyalty• Your business will have a higher price point• Your gross margins will be greater• Your business will grow• You will meet you aspirations

The Four-Steps to Brand Equity Utopia

Brand IdentityWho are you?

The Four-Steps to Brand Equity Utopia

Brand MeaningWhat are you?

The Four-Steps to Brand Equity Utopia

Brand ResponseWhat about you?

The Four-Steps to Brand Equity Utopia

Brand ResonanceWhat about us -

together?

The four steps contain six building blocksYou need all six in place to build brand equity

Application

Brand IdentitySalience or Awareness

Tools & Goal of Step 1• Market segmentation• Mission• Unique selling

proposition• Positioning MapsGoalTo understand how you are perceived

Application

Brand MeaningPerformance and Imagery

Tools & Goal of Step 2• Critical Quality Tree• Features and Benefits• Kano analysisGoalTo measure how effective your service or product is at meeting the needs of your clients

Application

Brand ResponseJudgements and Feelings

Tools & Goal of Step 3• Customer Experience Mapping• Surveys• Gap analysisGoalTo identify actions that can be taken to improve the experience

Application

Brand RelationshipResonance

Tools & Goal of Step 4• Value Discipline

Model• Customer Trust

model • Customer

engagementGoalTo strengthen the resonance of your business to your customer

DiscussionQuestion1. When you started your business what gap in the

market did you identify?2. Do you find it easy to articulate why you do what

you do – with passion and enthusiasm?3. What difference to the market are you making?4. How do you currently share your purpose and

vision with your customers?

Case studiesBrands we will look at:• BrewDog• G4S• Lidl

To Come:2. Tuesday, 14 February 2017: Your Brand Identity –

Gaining visibility in a crowded space 3. Tuesday, 14 March 2017: The Meaning of Your

Brand – Performance and Imagery4. Tuesday, 11 April 2017: Brand Response – your

client’s make judgments’ which lead to actions 5. Tuesday, 9 May 2017: Brand Resonance – Your

clients ‘LOVE’ you6. Tuesday, 13 June 2017: Bringing it all together –

Examples of Great Brand Equity

Any Questions?

Back on the 14th of February