What is Brand Strategy?

A brand strategy is simply a plan for developing a coherent brand. It provides the means for systematically
creating differentiation and consumer appeal by empowering better brand decisions across the organization.

An effective brand
strategy influences the
total operation of a
business to ensure
consistent brand
experiences for the
customer.

...ideally, the brand will make black and white decisions

not just at the top of the house, but also all the way down
the line.
David F. DAllesandro, Brand Warfare: 10 Rules for Building the Killer Brand,
2001

There is no tool better than the brand for uniting

the forces and the stakeholders inside and around
your company.
Thomas Gad, 4-D Branding: Cracking the Corporate Code of the
Network Economy, 2001

The role of brands has evolved; brands are now

company DNA, the spark from which all corporate
life grows.
Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge,
2001

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Brand Strategy and Marketing Strategy

Brand strategy is an integral part of the overall strategic marketing process. It
bridges the gap between business strategy, marketing objectives and marketing
strategy.
Strategic Marketing Process

Brand Strategy is separate from

the marketing mix. It guides and
inform decisions about product
strategy, placement, promotion
and pricing.

I. Corporate Objectives & Brand Portfolio

II. Marketing Objectives
III. Brand Strategy
Communications Strategy
Product and Pricing Strategy
Channel and Distribution Strategy

IV. Marketing Execution & Monitoring

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Brand Strategy Process

The process of creating a brand strategy begins with a brand audit and ends
with a plan for executing the brand across all touch points.

Brand Audit
Target & Insight

Competitive
Assessment

Brand
Inventory

Points of Parity and Difference

Brand Strategy
Equity
Pyramid

Positioning

Personality

Objectives & Metrics

Brand Execution
Brand
Elements

Communications
Strategy

CRM &
Community
Building

Brand Experience Map

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Brand Audit
Brand Audit
Target & Insight

Competitive
Assessment

Brand
Inventory

Points of Parity and Difference

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Target Insight
A target insight describes how a meaningful connection can be established
between what the brand offers and the targets explicit or implicit needs.
Trends

Where to Find Insights

Motivations/Sweet spots
Decision-making process/criteria
Higher level benefits
Image/Identity gaps
New Segments
Unmet needs

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Points of Parity and Difference

Potential Brand Differences

Wants and Needs

Brand
Strengths

Our

Consumer
Needs

PODs

Vulnerabilities

POPs

Their
PODs

Points of Parity (Category

Benefits)

Competitor Strengths

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a PODs analysis is to identify

what ideas from our brand and
competitive brands are most
meaningful and potentially
differentiating.
The purpose of a POPs
analysis is to identify which
category benefits are critical for
establishing credibility.
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Brand Inventory
A brand inventory identifies existing or potential assets that can be leveraged or gaps that
need to be addressed to build or create sustainable points of differentiation.
Heritage/Historical Positionings (existing products)

Where to Find
Assets or Gaps

Brand Identity logos, icons or symbols

Secondary associations
Gaps between identity and image
Organizational strengths
Brand Values/Vision
Product performance claims, proprietary technology/patents
Third-party ratings or endorsements
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Brand Strategy
Brand Strategy
Equity
Pyramid

Positioning

Personality

Objectives & Metrics

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Brand Pyramid
The brand equity pyramid outlines the basic building blocks of what the brand should stand
for brand vision, brand positioning, and brand personality and brand measurement.

Brand Equity Pyramid

Relationship

Resonance

Response

Consumer
Judgments

Consumer
Feelings

Meaning

Brand Performance
Identity

Brand Imagery

Salience
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Brand Positioning Statement

A brand positioning statement describes how the brand will communicate with a
specific target group to create a sustainable competitive advantage.

For (Target), (Brand/Company) is the only/best

(consumer frame of reference)
that (statement of key benefit or guiding value),
because/by (reason to believe, key credibility point).

Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility

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Brand Personality

Brand personality describes how a brand behaves --- what it does and how it
does it so that the brand always acts consistent with its values. Brand
personality enhances target appeal and provide further differentiation.
The FIVE CORE DIMENSIONS OF PERSONALITY

What Brand is:

What Brand is NOT:

Sincerity (down to earth, honest, real, wholesome,

cheerful)
Excitement (daring, trendy, spirited, cool, imaginative, upto-date)
Competence (reliable, intelligent, successful, leader,
confident)
Sophistication (upper class, charming, glamourous, good
looking)
Ruggedness (outdoorsy, tough, masculine)

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Brand Execution
Brand Execution
Brand
Elements

Communications
Strategy

CRM &
Community
Building

Brand Experience Map

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Brand Elements
Brand Name
Brand Logos and Icons

Colors
Symbols
Music/Earcons

Celebrities or Personalities
Advertising slogans and jingles
Brand Alliances/Secondary Associations

Co-branding
Licensing
Sponsorship
Event Marketing
Celebrity Endorsement
Third-party Endorsements

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Brand Experience Delivery

A brand experience map describes the points of interaction that influence
customer behavior and brand perceptions through the customer lifecycle. It
helps identify and prioritize high-impact customer touch points, sometimes
called moments of truth.
Customer Initiated

Intrinsic (Use)

Web
Store
Customer Service

In the store
At home

Unexpected

Company-Initiated

Third party endorsements

Word of mouth
News

Signage
Advertising
CRM

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Brand Experience Moments of Truth

Moments of truth represent how the customer evaluates quality and how well
their needs are met. They are the experiences that have the greatest impact
on satisfaction and future behavior.

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Community Building

Often, the most effective way to connect customers to the brand is to

connect them to each other. Brand communities help define user image
and distinguish brand users as part of a special group.
Community building tools

Social networks
Blogs
Refer a friend
Product ratings
Live chat
Events
Panels and surveys

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Conclusion
Powerful brands built over time through careful strategic management. A clear
brand strategy is essential for creating, building and sustaining a powerful brand.
Brand strategy requires knowledge of customers current understanding of the
brand, and a vision of how that understanding needs to evolve in order to meet
business goals.
A brand is a customers
understanding about a product,
service, or company. Its not
what you say it is, but what
THEY say it is.
--Marty Neumeier, author, Zag

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