1. 3. Designing and implementing brand marketing programs
2. 4. Measuring and evaluating brand performance
3. 2. Defining brand identity and positioning
3.1. Defining brand identity and positioning
3.1.1. Brand Identity
3.1.1.1. Clear reflection of one true self
3.1.1.1.1. These associations represent what the brand stands for in imply a promise to customers from the organization
3.1.1.2. Driven by personal goal
3.1.1.3. Different from others
3.1.1.3.1. Is the unique set of brand associations that the brand strategist aspires to create or maintain.
3.1.1.4. Its resistant to change
3.1.1.4.1. A constant symbol of its core values and heritage
3.1.1.5. Expressed in every touchpoint of the brand and becomes intrinsic to a company's culture
3.1.1.6. Identity is not the same as image
3.1.1.6.1. Brand identity represents the goals to be attained while brand image reflects the current perception of the brand.
3.1.2. Vision statements
3.1.3. Mission statements
3.1.4. Values
3.1.5. Brand identity prism
3.1.5.1. Physique
3.1.5.1.1. Key product and brand attributes and benefits
3.1.5.1.2. Flagship product that is representative of the brand's quality
3.1.5.1.3. Key visual identifiers of the brand
3.1.5.2. Personality
3.1.5.2.1. Humanization of the brand
3.1.5.3. Culture
3.1.5.3.1. The set of values feeling the brand's inspiration
3.1.5.4. Self-image
3.1.5.5. Reflection
3.1.5.6. Relationship
3.1.5.6.1. Describes he way in which the brand connects with its target
3.1.6. Position
3.1.6.1. involve finding the proper location in the minds of a group of consumers or market segment so that they think about a product or service in the right or desired way
3.1.6.2. Brand need to provide a compelling enough reason why consumers should choose their brand over that of their competitor (or the alternatives)
3.1.6.3. Factor influencing brand positioning
3.1.6.3.1. Internal-What can be controlled
3.1.6.3.2. External- what you can't control
3.1.6.4. Position guidelines
3.1.6.4.1. Target market
3.1.6.4.2. Competitors
3.1.6.4.3. Firm's capabilities
3.2. The role that brand identity plays in brand positioning and strategy
3.3. Tools and strategies for constructing brand identity and developing an effective positioning strategy
4. 1. Clarifying the brand concept
4.1. Define
4.1.1. Identify and differentiate, how people think and feel about who organization are and what they do.
4.1.2. function:
4.1.2.1. Navigate
4.1.2.2. Reassure
4.1.2.3. Engage
4.1.3. connect with
4.1.3.1. Customers
4.1.3.2. Employees
4.1.3.3. Other stakeholders
4.2. Brand # Product
4.2.1. Physical
4.2.1.1. tangible
4.2.2. Mental
4.2.2.1. Intangible
4.3. Brand meaning
4.3.1. Popular culture
4.3.2. Firm
4.3.3. Users
4.3.4. Influencers
4.4. Benefits
4.4.1. Customers
4.4.1.1. Decision making
4.4.1.1.1. Reduce risk
4.4.1.1.2. Save time and effort
4.4.1.2. Sense of self
4.4.1.2.1. Identity value
4.4.1.2.2. Social distinction
4.4.1.2.3. Community affiliation
4.4.2. Firm
4.4.2.1. Ability to charge more
4.4.2.2. Opportunity to expansion
4.4.2.3. Lower marketing expense
4.5. Brand equity
4.5.1. A set of assets (or liabilities) linked to a brand’s name and symbol that adds (or subtracts) the value provided by a product or service to a firm and/or that firm’s customers
4.5.2. The brand equity concept stresses the importance of the brand in marketing strategies. Brand equity is defined in terms of the marketing effects uniquely attributable to the brand. Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service which did not have that name.
4.5.3. Type
4.5.3.1. Customer-based brand equity – do customers love the brand?
4.5.3.2. Financial-based brand equity – is the brand desirable from a investment perspective?
4.5.3.3. Employee-based brand equity – is the brand a desirable place to work at?
4.5.3.4. Channel equity – Does the brand pull people into stores?