Branding Tools

Waldemar Pfoertsch

July 2008

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

TOOL 1: Value PropositionDesign 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 http://www.strategy-business.com/press/16635507/04207

1 – 2 – 3 – 4 - 5

1 – 2 – 3 – 4 - 5

1 – 2 – 3 – 4 - 5

1 – 2 – 3 – 4 - 5

TOOL 3(A): Branding Triangle

Company Collaborators Customers

Relevance .. %Loyalty .. %Retention .. %…

Motivation .. %Retention .. %Knowledge .. %...

Recognition ...%Market Share …%Profitability …%…

2007 ……… 2008e ………. 2009e ……..

TOOL 4: Measure Brand Strength

• Behavioral

• Financial

• Combination

Price PremiumIncreased Cash FlowIncreased Share Value

Brand KnowledgeBrand RelevanceBrand PreferenceBrand Loyalty

INTERBRAND Brand ValuatorBBDO 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

CorporateBrand,DivisionBrand,ProductBrand

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?

BrandResonance

CustomerJudgments

CustomerEmotions

BrandPerformance

BrandImagery

Brand Salience

Loyalty

Keller, 2004

TOOL 3 (B): Branding Triangle

Company

Collaborators Customers

General Public

Internal Marketing

Interactive Marketing

External Marketing

Internal Marketing

Staff TrainingEmployee newsIntranetCorporate TV

Interactive Marketing

Customer CommunicationEmployee interactionInternet TransactionsCall Centers ...

External Marketing

Trade ShowsCorporate newsInternetAds, PR, ...

TOOL 6: Brand Valuation Price Premium

TOOL 7: Brand Valuation Interbrand

Tool 8: Segmentation with Brands

??

Beliefs and Values

Benefits

Attributes

Low HighDegree of Product

Differentiation

Level of Brand Meaning

Bottled Water

Pure Water

Example:

Tool 9: Communication Planning

Tool 10: MarCom Calendar