Enviar búsqueda
Cargar
Understanding Brand And Developing A Brand Key
•
43 recomendaciones
•
40,158 vistas
Natalie Griffiths
Seguir
Extract presentation from workshop by Natalie Griffiths Associates
Leer menos
Leer más
Denunciar
Compartir
Denunciar
Compartir
1 de 14
Descargar ahora
Descargar para leer sin conexión
Recomendados
How to define your brand positioning
How to define your brand positioning
Beloved Brands Inc.
Coca-Cola Digital Marketing Strategy: ADV420
Coca-Cola Digital Marketing Strategy: ADV420
Victoria Topor
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness
Ogilvy
Brand Equity of Coca Cola
Brand Equity of Coca Cola
Midhin Manoharan
IMC 610 Integrated Marketing Communication Plan for Kmart
IMC 610 Integrated Marketing Communication Plan for Kmart
Stephanie Marchant
Creating a brand strategy
Creating a brand strategy
Paolo Massimilla
Brand Positioning Workshop
Brand Positioning Workshop
Beloved Brands Inc.
Brand Architecture Depth Examples
Brand Architecture Depth Examples
FullSurge
Recomendados
How to define your brand positioning
How to define your brand positioning
Beloved Brands Inc.
Coca-Cola Digital Marketing Strategy: ADV420
Coca-Cola Digital Marketing Strategy: ADV420
Victoria Topor
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness
Ogilvy
Brand Equity of Coca Cola
Brand Equity of Coca Cola
Midhin Manoharan
IMC 610 Integrated Marketing Communication Plan for Kmart
IMC 610 Integrated Marketing Communication Plan for Kmart
Stephanie Marchant
Creating a brand strategy
Creating a brand strategy
Paolo Massimilla
Brand Positioning Workshop
Brand Positioning Workshop
Beloved Brands Inc.
Brand Architecture Depth Examples
Brand Architecture Depth Examples
FullSurge
The Power of Brand Strategy
The Power of Brand Strategy
Designit
Brand Plan template
Brand Plan template
Beloved Brands Inc.
IMC of Coca Cola
IMC of Coca Cola
Onkar Dhongade
Coca cola brand audit
Coca cola brand audit
Šãğäŗ Þãŕŷåņī
Red Bull Creative Brief
Red Bull Creative Brief
Befrank86
Brand Planning process
Brand Planning process
Beloved Brands Inc.
Brand strategy
Brand strategy
Ian Musya
Best Practices in Brand Portfolio Strategy
Best Practices in Brand Portfolio Strategy
FullSurge
Red Bull Case Study IMC Plan
Red Bull Case Study IMC Plan
Nichole Wierschem Santee
Integrated Digital Campaign Planning for L'Oréal
Integrated Digital Campaign Planning for L'Oréal
Ronak Soni
Define your B2B Brand Positioning
Define your B2B Brand Positioning
Beloved Brands Inc.
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
Idris Mootee
Marketing strategy of coca cola
Marketing strategy of coca cola
Tasmi Turin
Branding Made Easy
Branding Made Easy
Food Blogger Connect
Pepsi IMC Campaign on Brand Equity
Pepsi IMC Campaign on Brand Equity
Swati Gogawat
Brand Strategy
Brand Strategy
Dean Harris
Creating a beloved brand
Creating a beloved brand
Beloved Brands Inc.
Basics Of Brand Strategy
Basics Of Brand Strategy
Sakshi Singh
Bbdo big idea_today
Bbdo big idea_today
Leslie Turley
Ideal Long Range Strategic Plan
Ideal Long Range Strategic Plan
Beloved Brands Inc.
Brand Key Unilever
Brand Key Unilever
Daniel Carpinteyro
Revelation Master Class: Activities For Brand Understanding
Revelation Master Class: Activities For Brand Understanding
Revelation Next
Más contenido relacionado
La actualidad más candente
The Power of Brand Strategy
The Power of Brand Strategy
Designit
Brand Plan template
Brand Plan template
Beloved Brands Inc.
IMC of Coca Cola
IMC of Coca Cola
Onkar Dhongade
Coca cola brand audit
Coca cola brand audit
Šãğäŗ Þãŕŷåņī
Red Bull Creative Brief
Red Bull Creative Brief
Befrank86
Brand Planning process
Brand Planning process
Beloved Brands Inc.
Brand strategy
Brand strategy
Ian Musya
Best Practices in Brand Portfolio Strategy
Best Practices in Brand Portfolio Strategy
FullSurge
Red Bull Case Study IMC Plan
Red Bull Case Study IMC Plan
Nichole Wierschem Santee
Integrated Digital Campaign Planning for L'Oréal
Integrated Digital Campaign Planning for L'Oréal
Ronak Soni
Define your B2B Brand Positioning
Define your B2B Brand Positioning
Beloved Brands Inc.
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
Idris Mootee
Marketing strategy of coca cola
Marketing strategy of coca cola
Tasmi Turin
Branding Made Easy
Branding Made Easy
Food Blogger Connect
Pepsi IMC Campaign on Brand Equity
Pepsi IMC Campaign on Brand Equity
Swati Gogawat
Brand Strategy
Brand Strategy
Dean Harris
Creating a beloved brand
Creating a beloved brand
Beloved Brands Inc.
Basics Of Brand Strategy
Basics Of Brand Strategy
Sakshi Singh
Bbdo big idea_today
Bbdo big idea_today
Leslie Turley
Ideal Long Range Strategic Plan
Ideal Long Range Strategic Plan
Beloved Brands Inc.
La actualidad más candente
(20)
The Power of Brand Strategy
The Power of Brand Strategy
Brand Plan template
Brand Plan template
IMC of Coca Cola
IMC of Coca Cola
Coca cola brand audit
Coca cola brand audit
Red Bull Creative Brief
Red Bull Creative Brief
Brand Planning process
Brand Planning process
Brand strategy
Brand strategy
Best Practices in Brand Portfolio Strategy
Best Practices in Brand Portfolio Strategy
Red Bull Case Study IMC Plan
Red Bull Case Study IMC Plan
Integrated Digital Campaign Planning for L'Oréal
Integrated Digital Campaign Planning for L'Oréal
Define your B2B Brand Positioning
Define your B2B Brand Positioning
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
Marketing strategy of coca cola
Marketing strategy of coca cola
Branding Made Easy
Branding Made Easy
Pepsi IMC Campaign on Brand Equity
Pepsi IMC Campaign on Brand Equity
Brand Strategy
Brand Strategy
Creating a beloved brand
Creating a beloved brand
Basics Of Brand Strategy
Basics Of Brand Strategy
Bbdo big idea_today
Bbdo big idea_today
Ideal Long Range Strategic Plan
Ideal Long Range Strategic Plan
Destacado
Brand Key Unilever
Brand Key Unilever
Daniel Carpinteyro
Revelation Master Class: Activities For Brand Understanding
Revelation Master Class: Activities For Brand Understanding
Revelation Next
Brand
Brand
Vikas Singh
Adidas Brand Audit
Adidas Brand Audit
Ellie Andonian
Consumer Trends Vietnam 2017
Consumer Trends Vietnam 2017
Ninja Van Vietnam
Vietnamese average spending
Vietnamese average spending
Q&Me Vietnam Market Research
Vietnam consumer trends 2015-2016
Vietnam consumer trends 2015-2016
Canada-Vietnam Entrepreneurs
Instant coffee for vietnamese
Instant coffee for vietnamese
Q&Me Vietnam Market Research
Nhom 2 - Elite Young Marketers - 2 nd grand presentation
Nhom 2 - Elite Young Marketers - 2 nd grand presentation
YoungMarketers2
Vietnam's coffee consumer behavior
Vietnam's coffee consumer behavior
MarketIntello
Nhom 3 - Elite Young Marketers - 2 nd grand presentation
Nhom 3 - Elite Young Marketers - 2 nd grand presentation
YoungMarketers2
Intro to Branding & Brand management - Elkottab
Intro to Branding & Brand management - Elkottab
Muhammad Omar
Joint venture & strategic alliance
Joint venture & strategic alliance
Tarang Gupta
Vietnamese Consumers Insight 2016
Vietnamese Consumers Insight 2016
Canada-Vietnam Entrepreneurs
Destacado
(14)
Brand Key Unilever
Brand Key Unilever
Revelation Master Class: Activities For Brand Understanding
Revelation Master Class: Activities For Brand Understanding
Brand
Brand
Adidas Brand Audit
Adidas Brand Audit
Consumer Trends Vietnam 2017
Consumer Trends Vietnam 2017
Vietnamese average spending
Vietnamese average spending
Vietnam consumer trends 2015-2016
Vietnam consumer trends 2015-2016
Instant coffee for vietnamese
Instant coffee for vietnamese
Nhom 2 - Elite Young Marketers - 2 nd grand presentation
Nhom 2 - Elite Young Marketers - 2 nd grand presentation
Vietnam's coffee consumer behavior
Vietnam's coffee consumer behavior
Nhom 3 - Elite Young Marketers - 2 nd grand presentation
Nhom 3 - Elite Young Marketers - 2 nd grand presentation
Intro to Branding & Brand management - Elkottab
Intro to Branding & Brand management - Elkottab
Joint venture & strategic alliance
Joint venture & strategic alliance
Vietnamese Consumers Insight 2016
Vietnamese Consumers Insight 2016
Similar a Understanding Brand And Developing A Brand Key
Branding Martin 6
Branding Martin 6
martinschyns
Behind Every Brand is A Story
Behind Every Brand is A Story
Andrew Chow ✯ Keynote Speaker ✯
Partner Plus Brand Basics Session 1 Workbook
Partner Plus Brand Basics Session 1 Workbook
Cisco Partners
Customer Experience Approach from Peppers & Rogers Group
Customer Experience Approach from Peppers & Rogers Group
CustomerConsultant
Propella
Propella
Propella Pty Ltd
From Marketing Thought Leadership to Brand Super-Influencer
From Marketing Thought Leadership to Brand Super-Influencer
Act-On Software
Linked in digital dma 9 29-11
Linked in digital dma 9 29-11
Institute for Transformative Leadership
Brand equity
Brand equity
saharanrohit
Initiative Public Relations Branding
Initiative Public Relations Branding
Initiative_Beijing
What's in a Name? The Power of Your Brand
What's in a Name? The Power of Your Brand
Sigma Business Management, Inc.
Brand Matters
Brand Matters
scgpr
10 Tips for Effective Brand Marketing by Debbie Laskey MBA
10 Tips for Effective Brand Marketing by Debbie Laskey MBA
DebbieLaskeyMBA
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...
iStrategy
Nurturing Ideas And Talent 2012 01 10
Nurturing Ideas And Talent 2012 01 10
Martin Wright
Hur man får ut max av Linkedin
Hur man får ut max av Linkedin
Sveriges Kommunikatörer
Building Brand Value Through Social Media
Building Brand Value Through Social Media
Diva Marketing (Blog)
Wow Introduction
Wow Introduction
Wild Out West / Magnity Interactive
Personal Branding Presentation Kansas University, School of Business 4-6-2009
Personal Branding Presentation Kansas University, School of Business 4-6-2009
Alicia Falcone
Pure gravy capabilities february 2012
Pure gravy capabilities february 2012
Judy Hopelain
Groop Skool Workbook: Inception 42911
Groop Skool Workbook: Inception 42911
thegroop
Similar a Understanding Brand And Developing A Brand Key
(20)
Branding Martin 6
Branding Martin 6
Behind Every Brand is A Story
Behind Every Brand is A Story
Partner Plus Brand Basics Session 1 Workbook
Partner Plus Brand Basics Session 1 Workbook
Customer Experience Approach from Peppers & Rogers Group
Customer Experience Approach from Peppers & Rogers Group
Propella
Propella
From Marketing Thought Leadership to Brand Super-Influencer
From Marketing Thought Leadership to Brand Super-Influencer
Linked in digital dma 9 29-11
Linked in digital dma 9 29-11
Brand equity
Brand equity
Initiative Public Relations Branding
Initiative Public Relations Branding
What's in a Name? The Power of Your Brand
What's in a Name? The Power of Your Brand
Brand Matters
Brand Matters
10 Tips for Effective Brand Marketing by Debbie Laskey MBA
10 Tips for Effective Brand Marketing by Debbie Laskey MBA
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...
Nurturing Ideas And Talent 2012 01 10
Nurturing Ideas And Talent 2012 01 10
Hur man får ut max av Linkedin
Hur man får ut max av Linkedin
Building Brand Value Through Social Media
Building Brand Value Through Social Media
Wow Introduction
Wow Introduction
Personal Branding Presentation Kansas University, School of Business 4-6-2009
Personal Branding Presentation Kansas University, School of Business 4-6-2009
Pure gravy capabilities february 2012
Pure gravy capabilities february 2012
Groop Skool Workbook: Inception 42911
Groop Skool Workbook: Inception 42911
Más de Natalie Griffiths
Utilities the case for prioritising cx has never been so compelling natalie g...
Utilities the case for prioritising cx has never been so compelling natalie g...
Natalie Griffiths
The case for transforming customer experience utilities
The case for transforming customer experience utilities
Natalie Griffiths
Small Business thrive fitness case study
Small Business thrive fitness case study
Natalie Griffiths
Brand development and communication strategy case study
Brand development and communication strategy case study
Natalie Griffiths
Social Media for Small Businesses
Social Media for Small Businesses
Natalie Griffiths
Nga Planning Function Experience
Nga Planning Function Experience
Natalie Griffiths
Marketing For Small Businesses Social Media Marketing
Marketing For Small Businesses Social Media Marketing
Natalie Griffiths
Más de Natalie Griffiths
(7)
Utilities the case for prioritising cx has never been so compelling natalie g...
Utilities the case for prioritising cx has never been so compelling natalie g...
The case for transforming customer experience utilities
The case for transforming customer experience utilities
Small Business thrive fitness case study
Small Business thrive fitness case study
Brand development and communication strategy case study
Brand development and communication strategy case study
Social Media for Small Businesses
Social Media for Small Businesses
Nga Planning Function Experience
Nga Planning Function Experience
Marketing For Small Businesses Social Media Marketing
Marketing For Small Businesses Social Media Marketing
Understanding Brand And Developing A Brand Key
1.
Brand Development Strategy
Understanding brand & developing your Brand Key By Natalie Griffiths Associates Created using Wordle © Natalie Griffiths Associates 2010
2.
Brand Development Strategy
1 • Content – Understanding Brand – Brand Key Workshop (extract) © Natalie Griffiths Associates 2010
3.
Understanding Brand
2 • What is Brand? – A brand defines the relationship customers have with us – A brand is a promise we make to our customers and to ourselves – A brand is shaped by each experience customers have with the firm – Brand is the mental and emotional file we have for a product or service or entity. © Natalie Griffiths Associates 2010
4.
Understanding Brand
3 Dictionary Definition • Brand: to mark or impress indelibly, as with a hot iron. • A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value & influence © Natalie Griffiths Associates 2010
5.
Understanding Brand
4 Industry and Celebrity Interpretation David Ogilvy Katherine Hepburn “You now have to decide what 'image' you want for “My greatest strength your brand. Image means is common sense. I'm personality. really a standard Products (services), like brand - like Campbell's people, have personalities, tomato soup or Baker's and they can make or chocolate.” break them in the market place” © Natalie Griffiths Associates 2010
6.
Understanding Brand
5 Why is it important? • For the consumer – Brands have the ability to differentiate in a cluttered market – making it simpler for consumers to make a choice • For your business – There is plenty of evidence to prove that customers will pay a substantial price premium for a good brand and remain loyal © Natalie Griffiths Associates 2010
7.
Understanding Brand
6 More than just a name • Whilst it is important to have a strong identity, your brand should also embody a “promise” – “… to deliver consistently a specific set of features, benefits and services to buyers.” © Natalie Griffiths Associates 2010
8.
Understanding Brand
7 4. Trans- How brands work Formation The brand invokes change 3. Added Value Individual or laddered“ benefits 2. Security You get what you expect – the promise 1. Identification Brand name and logo ensure the product can be recognized and distinguished from the competition © Natalie Griffiths Associates 2010
9.
Brand Development Strategy
8 Brand Key Workshop (extract) © Natalie Griffiths Associates 2010
10.
Brand Key Workshop
9 Developing a Brand Key - Introduction What is a Brand Key? A Brand Key establishes a framework and most importantly a common language for your brand. Its probably one of the single most important exercises you can do when commencing your brand development journey. Why is it important? Developing a Brand Key can help shape the strategic direction of your firm by determining the essence of your Brand. That is, who you are, your values, personality, your USP, customer Promise etc. This will translate into tone of voice for example (all of which will be included to your brand guidelines.) When interrogated correctly a Brand Key will also help to define how your brand adds value to the business (brand scorecard.) © Natalie Griffiths Associates 2010
11.
Brand Key Workshop
10 • Content – Competitive Environment – Target Audience – Key Insights – Benefits – Values & Personality – Reason to Believe (RTB) – Discriminator – Essence (and promise) Exercise to follow; go through each stage until the key is complete (1st draft) © Natalie Griffiths Associates 2010
12.
Brand Key Workshop
11 Brand Key Template 6. nd Re e s a lity Be aso lu ona lie n t Va rs ve o 5. Pe 8. Essence 4. B er tor en m efi ts n su ina Co scrim 7. D i 3. Insight 1. Competitive Environment 2. Target Audience © Natalie Griffiths Associates 2010
13.
Natalie Griffiths Associates
Providing expert marketing support to help drive your business forward • Overview – Natalie Griffiths Associates is a London based marketing consultancy resource offering flexible executive level support for small to large sized organisations. – During a time of economic uncertainty, increasing your permanent work force can be hard to justify. The aim with Natalie Griffiths Associates is to ensure you get the right help on an interim basis. – Whether it’s developing strategic marketing plans for 2011, determining brand direction or integrating social media into the communication mix, Natalie Griffiths Associates brings both a track record and corporate level experience to help drive your business forward. • Common Issues & Challenges – Rapid change to your organisation has led to a senior level skills shortage – Your product launch will miss its deadline without leadership support – Fresh impetus is required to get things moving on a complex project – It's time consuming to find executive level resources with a track record © Natalie Griffiths Associates 2010
14.
Natalie Griffiths Associates
• For more information contact Natalie on: • Mobile: 07904972864 • Landline: 02070891439 – Or Skype for free • Email: info@nataliegriffithsassociates.co.uk © Natalie Griffiths Associates 2010
Descargar ahora