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Next. Brand Equity Strategic Branding And many more... . BRANDING = Process to build the Brand.
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Next....... • Brand Equity • Strategic Branding • And many more... BRANDING = Process to build the Brand
Branding means much more than just giving a brand name and signaling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. It requires a corporate long-term involvement, a high level of resources and skills. (Kapferer 2008:31)
BRANDING The process by which companies distinguish their product offering from those of competition (Keith Dinnie, 2009:15)
Every brand has a different characteristic and need a different strategy • There are no fixed formula to built all brand Depend on research, needs, and Creativity to make it unique
Branding : a process Evaluation at every stage
Formulating a brand strategy • A brand strategy is critical to determine the direction for the brand. This may be managed ‘in-house’ (within the company itself) or done in tandem with an agency or brand consultants. • As a general guide, it is often the branding agency, or lead marketing agency, that helps to create a brand strategy. • A strategy should detail areas such as understanding the brand’s audience, its market (including competitors) and should also integrate with the vision of the company. • A company may also commission research into audience needs and experiences of the brand (Davis, 2009:26)
The following stages outline the different skills involved when developing brands • This applies to creating new brands as well as to refreshing or updating brands.
Creative execution: a. naming and logo • The strategy will feed into the brand development stage, which involves creating a look and feel for the brand, including the brand language (often referred to as its ‘tone of voice’) as well as the logo and name. • An entire rebrand such as a name or logo change may not be necessary, but changing the visual aspects of the brand can reinvigorate or modernise it. • This stage of the branding process tends to be carried out by the branding agency, which will have designers and writers as part of the team. • (2009:26)
Creative implementation:b. advertising and digital presence • Brand implementation will involve advertising and design agencies. Advertising agencies still play a very powerful role in brand execution, often working in longterm collaborations with companies. In many cases, the ad agency will ‘own’ the brand’s execution – the part that is visible on billboards, TV and in print. • Design agencies are often key to the brand mplementation process – and there are many smaller design agencies that will do full brand implementation, from concept to development. • Some specialise in executing the brand online, which can involve a full translation of the brand to the digital sphere, with strategy and a creative process to ascertain how a brand should look, feel and communicate online. The digital presence of a brand is now as important as traditional advertising in the brand execution process.
Communicating the brand • A critical part of brand execution is defining how to best communicate the brand. Branding agencies should play a key role here, by developing a communications plan for the brand’s ongoing presence. Some public relations agencies also specialise in this area. • A communications strategy should cover both the employee and external communications execution for the brand.
Brand guidelines : Brand Platform? • A brand platform is a living document that establishes a foundation for the organization’s identity, messaging and visual presentation. Additionally, it serves as a framework for all internal and external communications, as well as a guide for how internal operations are performed. • (http://www.yourmarketpoint.com/branding-services/brand-platform)
Component of brand platform..(1) • Overview of Market Space (or Competitive Landscape) • Competitive Advantages (What differentiates the organization’s brand?) • Core Brand Values (What core values/guiding principles will serve as the foundation for the brand?) • Brand Position Statement (What is the organization’s desired position in the marketplace?)
Component of brand platform..(2) • Brand Vision (What guides the organization’s brand relationships?) • Brand Attributes/Personality (What are the distinct qualities/descriptors of the brand?) • Brand Essence (What is the true spirit – the heart – of the brand?) • Brand Character/Tone of Voice (How will the brand speak to its target audiences?) (http://www.yourmarketpoint.com/branding-services/brand-platform)
Extra suplement : Branding Process from By Bill Chiaravalle and Barbara Findlay Schenck ( Part of the Branding For Dummies Cheat Sheet
the LEGO Co.'s branding process through four progressive phases: • During this strategic shift, LEGO's top management vision, organizational culture, and stakeholder images became increasingly aligned.
