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http://www.managementstudyguide.com/
brand-management.htm
https://www.youtube.com/watch?v
=l5BnnBOLOUU
Positioning process
Understanding
all stakeholder needs and
desires
Opportunity
modelling
Brand
platform
Brand
identity
Brand
architecture
Continuous
evaluation and
development
Stakeholders
The brand positioning process begins with
identifying an organisations stakeholders, or
audiences, assessing how important different
stakeholders are, and defining the ideal
relationship needed with each to enable business
goals and objectives to be met.
Different stakeholders will define the brand
differently, according to their needs and their
distinctive agendas.
Brand
Differentiation
Differentited
Increasing brand
competition
Aspirational
benefits
Increasing market
sophistication
Increasing category
maturity
Emotional benefits
Functional benefits
Functional attributes
BRAND PLATFORM
Brand vision, mission
and values
The tone of voice
Products, services and behaviours
Bringing the brand to life for all audiences
Physique
Personality
Relationship
Culture
Rallying Cry
Reflection
Aspirational
Self-Image
Brand Identity Prism by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156
1.15
15
1.16
16
Brand as a religion
http://www.verilliance.com/2010/01/26/appl
e-brand-cult-or-religion
Patagonia
Body Shop
Ben & Jerry
Newmans Own
TOMS
Innocent
1.18
18
Descriptive
Modifier
Brand
Category/Industry
Descriptive
Modifier
Brand
Category/Industry
Brand architecture
Brand architecture orchestrates the relationship
between the corporate brand and its businesses,
product lines and product brands. Brand
architecture creates value through clarifying all
levels of branding based on: