Brand Strategy Development, by Kroese brands & behaviour

50 %
50 %
Information about Brand Strategy Development, by Kroese brands & behaviour
Business & Mgmt

Published on July 9, 2009

Author: KroeseBB

Source: slideshare.net

Description

Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.
The Kroese Brand Strategy Development can help to become a stronger brand.

Plan van aanpak DOES YOUR BRAND STAND OUT? Brand Strategy Development Model

White Paper Kroese Brand Strategy Development

Strong brands are a main driver of distinction COMPETITIVE EDGE (KROESE DISTINCTION INDEX ®) BRANDING & MARKET COMMUNICATION recognition innovation sales brand image do they know us? do they prefer us? do they buy from us? is our portfolio developing well? DISTINCTION DRIVERS BEHAVIOUR internal leadership creativity cooperation do we feel involved? are we an effective team? do we have enough successful ideas are we making progress?

Be distinct or become extinct. Strong brands are authentic brands. The brand identity is defined by the organisation and its culture. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.

Be distinct or become extinct. Strong brands are sustainable brands. ‘Brands that have a strong and clear identity are better capable of creating meaningful and lasting relationships.’ - Jean-Noël Kapferer

Kroese Brand Strategy Development Features A way to develop a brand strategy which fits the brand’s identity. The way of working is based on a structured approach, which encompasses both analytical steps and psychological insights (archetypes). The method involves all relevant people within the organisation as to create a common understanding and commitment. The method can be applied either extensively or as a ‘quick scan’. Benefits A brand strategy which is authentic and consistent with the true meaning of the brand. Therefore distinctive and sustainable.

Developing a positioning strategy 1. Brand identity Defines the essence of your brand (itsmeaning). 2. Brand type Basedon archetypes. 4. Brand strategy & proposition Fitting itinto the big strategic picture. 3. Level of positioning Defines the level at which you want to stand out.

Means (internal) Fundament for content Central commitment Personality Culture Mission Character-istics relationship Ideal customer the identity of a brand bears a strong relationship with the organisation and culture that bring it forth; the organisational identity defines the meaning of a brand; the brand identity is the basis for authentic communication and compelling marketing activities. Means (external) Visual style Image/tone-of-voice 1. Brand identity

2. Brand type Freedom Outlaw Jester Explorer Lover Creator Caregiver Hero Ally Magician Social Ego Innocent Sage Ruler each brand identity belongs to a brand type, which is based on Jung’s archetypes; an archetype is an image which is universal and recognizable for everyone; using archetypes simplifies communication, making it easier to bring your message and experience across. Order

Freedom Outlaw Jester Explorer Lover Creator Caregiver Hero Ally Magician Social Ego Innocent Sage Ruler Order Example: brand type of cars

3. Level of positioning There are five positioning levels (from material – immaterial) The chosen level depends on the chosen USP’s and the way a brand wants to distinguish itself. Values Brand differentiates through universal values or attitude Role Brand differentiates by claiming an own role in he world Experience Brand differentiates by creating an own world of experiences Benefit Brand differentiates through user benefits Attribute Brand differentiates through attributes or intrinsic qualities

Example: positioning strategies Values Brand differentiates through universal values or attitude Role caregiver Brand differentiates by claiming an own role in he world Experience Brand differentiates by creating an own world of experiences Benefit caregiver sage Brand differentiates through user benefits Attribute Brand differentiates through attributes or intrinsic qualities

4. Brand strategy & the big picture Where do I want to go? Strategy Goals & Realisation Rules of the game Creativity/ideas/direction How do I comeintomyown? Where do I want to be? How do I want to beperceived? Behaviour Positioning Branding & proposition Branding Culture Analysis/knowledge Whoam I? Wheream I? Howam I beingseen? Identity Positioning Image

More info… www.kroese-bb.com Kroese brands & behaviour bv Handelsweg 59e 1181 ZA AMSTELVEEN THE NETHERLANDS info@kroese-bb.com

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Brand Strategy And Development | LinkedIn

Consultant in Brand Strategy and Development at Bailey Brand Consulting Past Board member at The Wellness Community of Philadelphia, ...
Read more

Brand Management | Branding Strategy Insider

When Successful Brands Defy Brand Management ... If you find our thought pieces on brand strategy and brand management insightful and would like a ...
Read more

Impact of Brand Image and Advertisement on Consumer Buying ...

Marketing valuable strategies and tools can develop the brand of ... produced brands while in UK brand development is ... Brand in Consumer Behavior: ...
Read more

Brand management - Wikipedia, the free encyclopedia

policy or branding or Brand Development; ... Based on the aims of the established marketing strategy, brand management ... Because of this brands have ...
Read more

Journal of Brand Management - Palgrave Macmillan Journals

Brand Management is the ... China's brand development strategies and corporate brand ... and behaviour in regard to CSR and brands, ...
Read more

Consumer Behavior - ConsumerPsychologist.com

Consumer behavior involves the ... whether or not to purchase a product and, if so, which brand ... One strategy uses the approach of ...
Read more