A brand is sum total of associations, feelings, attitudes and perceptions related to the company, product or services. It is a relationship with a customer and promises to deliver a specific set of features, benefits and services.
Why invest in a brand building?
A brand is one of the few things a company can own forever. Without patents, technological insulation or barriers to entry, a company’s brand is one of the few assets it can rely on to extract value and enhance margin over time.
The strongest, most enduring brand result from the disciplined alignment of brand strategies and plans with customer requirements.
Developing an effective brand strategy involves three key brand strategy components.
What is it?
A brand positioning is a conceptual Place you want to own the target’s mind –the benefits you want them to think of when they think of your brand
Brand Architecture is the logical, strategic and relational structure for all brands in the portfolio.
Brand extension involves stretching the brand into attractive categories by creating “equity bridges” for customer to cross
How it is used?
Positioning is used as an internal statement of strategy to guide external implementation
Brand architecture is used to ensure clarity, synergy and leverage across the portfolio.
Brand extension is used to stretch the brand into new categories to drive new business growth.
Brand Positioning Examples
Brand Positioning Statement
To (target audience), (Product X) is the only (Frame of reference) that (benefits delivered) because (Reasons to believe )
Four Strategic choices underlie positioning development.
Definition of Target
Who is the brand being built for?
What is the competitive context?
What benefits should the brand stand for?
What are the reasons to believe the positioning?