One must understand the brands before building them.
Given the numerous mergers and acquisitions in the past, the CEO recognizes that the company needs to conduct a thorough brand assessment to accurately and systematically establish brand values over time. It has been identified that several current brands compete directly, leading to sales cannibalization. The CEO seeks to understand the identity of each brand product, allowing the company to properly develop each brand through innovation, all while adhering to the established brand promise. The emphasis must be on the core brands, and if necessary, the sales cannibalization effects of other brands should be eliminated or their priority reduced.
About Brand Building
If the brand’s perceived values are not constantly kept vigorous through brand innovations that add new value features to the offer, giving people more reasons to buy, the competitor will do it for you, and your brand will grow weaker.
Brands are different in their structural design and in all aspects of capturing, creating, and fulfilling needs. Therefore, the approach to building them is also different. Understanding brand values is complex and requires a systematic approach to demonstrate accurately what the “brand promise” stands for. If the brands are not continually developed in association with what the “brand promise” stands for, consumers/end users will be confused, and they will then stop buying the brands. Therefore, it is crucial to repeatedly exceed consumer expectations by continually building the brands through persistent brand innovations and aligning with the “brand promise” statement.
Our approach
The principal rule is that one has to understand brand values in the most significant detail before building them. This can best be accomplished by first constructing the brand portfolio dynamics by mapping the brand architecture for the company as a whole. Moreover, one must declare what each brand stands for in the entire brand architecture. Generally, the brand architecture must be exposed before developing the strategic marketing plan. Then, when the brand architecture and declaration of what the brands stand for, marketing strategy, consumer insight, brand innovation, and the market activation scheme can be developed. The brand value process is part of a greater picture, founded on mapping the brand architecture, declaring the brand positioning, and declaring the brand promise. Profiling the brand values in detail guarantees maximum effectiveness of the strategic marketing plan.
Core modules and content:
- Brand equity
- Brand positioning
- Map the brand architecture
- Brand positioning (the brand essence)
- The brand promise statement
One must understand their brand values before building them. A well-positioned brand attracts a consumer magnet to gain more share of a market. Brand position definition is a combination of the mindset, feelings, beliefs, and attitudes consumers have toward a brand.
Unlocking relevant breakthrough sales opportunities through brand innovation will require a detailed understanding of the brand promise: the brand positioning, the USP, and the target focus groups. Marketers use various methods to innovate and build their brands to capture, create, and fulfill upcoming consumer needs above what the competitors offer. The reason to buy one particular brand above another is associated with several rational and emotional factors, which are embraced by the brand values and the service offered. Therefore, it is essential to obtain a full understanding of how the brand values can continually be developed stronger over time, aligned with the framework of what the “brand promise” stands for.
The genuine brand promise
The Company has acquired deep knowledge and understanding of its brand positioning and architecture. The brand product insight information helps understand the need for brand innovation, price changes, development, and design of advertising and activation programs. This is achieved by having in-depth knowledge of what the current brand’s promise stands for and maintaining that promise.