Brand development in March 2018
Brand development goal. Provide strategic and creative branding guidelines that will enable the company to achieve competitive advantage and progress towards becoming a more marketing-oriented company.
Conflict of the conceptual framework of a competitive market
Competitive Market Opposition # 1 Key Success Factor: Competitive Advantage Competitive Advantage: Determine Reasons why a customer would choose a product over a competing product or an alternative product How customers choose between alternatives Criteria: What will I get? = "Quality" How much do I pay?
Positioning basemap: improving quality for a price = differentiation. Single benefit. Axle The perceived price is high. Low. Perceived. High quality.
Commodity trap. Axial benefit with equal benefit. High high low low superiority. When there is no perceived quality differentiation, price becomes the only differentiation parameter. In this scenario, all competitors' prices are reduced to one low level. The aim is to tilt the differentiation positioning axis. In what sense are we different? Market level Level Perception Quality Perception Price low
The Positioning Process To gain a competitive advantage, a company must select and align itself to positioning that aligns with the chosen priorities of its customers. The positioning process must be based on a deep understanding of customers. Core and Envelope benefits from products. These benefits must be passed on to the target audience and existing customers. Besides conveying a message that summarizes the benefits of the products, the message should also emphasize drives and reduce barriers to purchasing a product. The final stages of the positioning process are the formation of brand values and visual effects through which we convey the selected message.
Positioning values. Brand values. Brand. Visual barriers. Drivers. Branding. Positioning. Benefits of the envelope. Main advantages. Extended circle. We offer a holistic approach that includes the full range of FINE AGENCY Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine
What is branding? Conceptual framework
Brand is not only ... Logo Identity Product
A brand is the collective idea of a company about its customers in response to messages sent by the company through interactions, advertisements, product design, and public relations.
Brand Purpose A brand defines the relationship that our customers have with us. A brand is a promise we make to our customers - and to us. A brand is formed by every experience we have from clients
Why brands are important. Strong brands drive price premiums. Companies with strong brands can count on greater employee loyalty to their firm. A strong brand can enter the market during strong economic times and protect you during weak times. For tech companies with strong brands, 1/3 of the value can be attributed to the brand
Brand development process
Project structure Brand Definition of Brand Look; Positive results: clear brand identification (DNA), including: brand history and history. Value proposition, positioning and differentiation. Brand personality and characteristics. Brand prom; perception Brand values Segmented branding results: Brand Visual Guideline: logo Typography Collaboration shows; Conferences Website Phase I Phase II
Phase I - Brand Definition
Brand Determination Process Image-Vision Gap Vision-Culture Gap Image-Culture Gap 1 2 3 4 5 Vision Top Management Commitment to the Company Culture Organizational Values, Employee Behavior and Attitudes Image Overall Impression of the Company
1. Analysis of the gap of the image and vision. Who are the relevant stakeholders: customers, shareholders, media, general public, job seekers. What do companies think of the company today? What do stakeholders think about competition? What do stakeholders want from the company? Is the company effectively communicating its message to stakeholders? Issues to be considered Methodology Interviews with all stakeholders Interviews with company management Exploring company messaging Exploring competitors' messaging Analyzes company strategy and competencies
2. Brand brand Brand definition: what does a company mean? Brand differentiation: how does the company differ from its competitors: Brand Promise: How does the company meet stakeholder expectations? Segmented Branding: How Should a Brand Be Different for Different Stakeholders and Customer Segments? What will be achieved? Methodology Analysis of information collected at the stage of analysis of Vision-Vision visualization. Formation of Brand Vision alternatives based on integrated analysis. Choosing a preferred brand vision by holding meetings with the firm to form the final brand DNA.