Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.

1. PLAN VAN AANPAK DOES YOUR BRAND STAND OUT SUSTAINABLY? Brand Strategy Development

2. White Paper Kroese Brand Strategy Development

3. Strong brands are a main driver of distinction BRANDING & MARKET COMMUNICATION do they know us? COMPETITIVE EDGE (KROESE DISTINCTION INDEX ®) recognition DISTINCTION DRIVERS innovation sales brand image do they prefer us? do they buy from us? is our portfolio developing well? BEHAVIOUR do we feel involved? internal leadership creativity cooperation are we an effective team? do we have enough successful ideas are we making progress?

7. Developing a positioning strategy 1. Brand identity Defines the essence of your brand (its meaning). 2. Brand type Based on archetypes. 4. Brand strategy & proposition Fitting it into the big strategic picture. 3. Level of positioning Defines the level at which you want to stand out.

10. Example: brand type of cars Ruler Outlaw Jester Lover Caregiver Ally Innocent Freedom Social Order Ego

12. Example: positioning strategies caregiver caregiver sage Values Brand differentiates through universal values or attitude Role Brand differentiates by claiming an own role in he world Experience Brand differentiates by creating an own world of experiences Benefit Brand differentiates through user benefits Attribute Brand differentiates through attributes or intrinsic qualities

13. 4. Brand strategy & the big picture Branding Culture Creativity/ideas/direction Behaviour Positioning Branding & proposition Where do I want to go? How do I come into my own? Where do I want to be? How do I want to be perceived? Who am I? Where am I? How am I being seen? Analysis/knowledge Identity Positioning Image Strategy Goals & Realisation Rules of the game