05. brand visioning

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM

Factors enhancing brand visioningUnderstanding a Brands Vision A dream of a brand A brand vision provides a sense of direction Brand visioning is all about considering how a brand could

benefit its stake holders over along time horizon Characteristic of a successful brand is having a strong

leader with a clear vision• Bill Gates – Microsoft• Virgin – Richard Branson• MAS – Dian Gomez

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Brand vision is encapsulated with three main components

1. Values – The accepted characteristics

2. Desired future environment – How the world will be a better place as a consequence of the brand

3. Brand purpose – The whole objective of the brand



It provides a richer array of ideas It makes staff more aware of the challenges and opportunities for the future

It helps all employees better to understand the resulting vision

It encourages staff commitment if their ideas are seen to be taken seriously

It provides a stronger culture bond





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Brand purpose reflects on the whole reason for the brands existence.

Johnsons & Johnson – To alleviate pain & disease

Walt Disney – To make people happy Nike – To experience the emotion of

competing, winning and crushing competitors.

BBC – To educate, inform and entertain


Re-conceiving the product/ service through Radically improving value equation –HP printers to lazar jet Separating function and form Achieving joy in use –KFC using double décor bus

Re defining market space through Increasing accessibility – ex: 24 hrs banking via internet – HSBC Striving for individuality; Mass customization – Levis jeans,

Toyota Re-Drawing the Industry boundaries through

Driving convergence – 1. Automobile dealer offering leasing facility2. Grocery stores offering financial services or credit facilities.

Cargill's loyalty/credit cards



A Brand is considered as a collection of values. Any successful brand would have and should have a collective values.

Caltex- 5 stars of Caltex represents five different values GSK – Innovation, ethical Land Rover – Individualism, authenticity, freedom Virgin – Quality, innovation, value for money, fun, sense of

challenge. For effective branding there should be low number of

values underpinning the brand.


Values drive behavior – Internal perspective cluster of values results in specific behavior . Ex – Red Cross, they have 3 core values – humanity, unity, independence.

Value relate to particular trait – thus customers choose brands that reflects the desired personality of the user. Ex –Nike

Identifying the core values, helps an organizations to clearly differentiate the brand

Ex- Nike Authenticity – being real in the eyes of athletes Inspirational – through emotional and passion for sport Courage – convection to stand by beliefs


Core vs. Peripheral values Core value of a brand Values that the brand will always stick to at any

given situation and this will remain as the central most important character. ( Ex: Land rover – individuality, authenticity and freedom)

Peripheral values These are secondary values that are less

important to the brand (Ex: color, shape, size which are based on changing competitor environment)


Listen to our customers

Respect our customers

Love our People

Keep It up!



The brand, representing a cluster of values, is ideally placed symbiotically to give meaning to employees and customers, to give staff a common cause, to provide them a meaning to come to work, to motivate them, and to gain commitment.

“apple is all about people who think out of the box”


Intellectual buy in

Emotional buy in

H

H

L

L


Champions – Staff with high intellectual buy in and high emotional buy in

Loose cannons – Staff who emotionally committed to achieve the goals of the organization, yet do not understand what the goals are.

By standers – Knows what needs to be done yet they are less committed to achieve these goals

Weak links – They neither has the emotional commitment nor the understanding of the firms goal. They are serious problem for any organization.




What are the components of Brand Vision? Illustrated using examples of your Choice?


Brand Values Land Rover- Freedom, authenticity,

individualism Brand Purpose Disney – To make people happy Desired Future Environment Striving for individualism – Levis, HSBC



Documents

05. brand visioning