Brand DevelopmentBrand Development

November 2006

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Goal of Brand DevelopmentGoal of Brand Development

Provide strategic and creative brand Provide strategic and creative brand guidelines that will enable the company to guidelines that will enable the company to

achieve a competitive advantage and achieve a competitive advantage and progress towards becoming a moreprogress towards becoming a more

marketing driven companymarketing driven company

Confronting aConfronting a Competitive Market Competitive Market

Conceptual BasisConceptual Basis

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Confronting a Competitive MarketConfronting a Competitive Market

#1 Key Success Factor:Competitive advantage

Competitive Advantage: DefinitionThe reasons for which a customer will prefer a product over a competing product or an alternative product

The customers’ way of choosing between alternatives

Criteria:What do I gain?= “Quality”

How much do I pay?

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The Equal Benefit Axis

The Basic Positioning Map:The Basic Positioning Map:Gain inGain in Quality for a price = DifferentiationQuality for a price = Differentiation

Perceived Price

high

low

Perceived Qualityhighlow

inferior

superior

PremiumProduct

DiscountProduct

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The Equal Benefit Axis

The Commodity TrapThe Commodity Trap

high

highlow

inferior

superior

When there is no perceived quality differentiation, price becomes the only parameter of differentiation

In this scenario, all competitors’ prices decline to one low level

The object is to slant the positioning axis by

differentiation

In what way are we different?

MarketPrice Level

Perceived Quality

Perceived Price

low

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The Positioning ProcessThe Positioning Process

To gain competitive advantage, a company must choose and lead itself to a positioning that will match its customers’ chosen priorities

The Positioning Process must rely on deep understanding of customers Core and Envelope benefits from the products

These benefits need to be transferred to the target audiences and to existing customers

In addition to transferring a message which summarizes the products benefits, the message must also emphasize the drives and decrease the barriers of purchasing the product

The last stages in the positioning process are the formation of brand values and visuals, by which we transfer the chosen message

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The Positioning ProcessThe Positioning Process

BrandValues

BrandVisuals

Barriers Drivers

BrandingPositioning

Envelope Benefits

Core Benefits

Extended Circle

We propose a holistic approach thatWe propose a holistic approach that includes the full spectrum of positioningincludes the full spectrum of positioning

Inner Circle

What is Branding?What is Branding?

Conceptual BasisConceptual Basis

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A Brand is not only …A Brand is not only …

A logo

An identity

A product

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A Brand is…A Brand is…

A collectively held idea of a company by A collectively held idea of a company by its customers, in reaction to the its customers, in reaction to the

messages the company sends via messages the company sends via interaction, advertising, product design interaction, advertising, product design

and public relationsand public relations

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The purpose of a brandThe purpose of a brand

A brand defines the relationship our 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 us

Brand Development ProcessBrand Development Process

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Project OutlineProject Outline

Brand Definition Brand Look & Feel

Deliverables:

Clear Brand Identity (DNA), including:Brand story and historyValue proposition, positioning and differentiationBrand personality and characteristicsBrand promise & perceptionBrand ValuesSegmented Branding

Deliverables:

Brand Visual Guideline:LogoTypographyCollateralShows & ConferencesWeb Site

Phase I Phase II

Phase I – Brand DefinitionPhase I – Brand Definition

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Brand Definition ProcessBrand Definition Process

VisionTop managements aspiration for the

company

CultureThe organization’s values, employees behaviors and attitudes

ImageThe outside world’s overall impression of the company

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2

3

4

5

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1. Image-Vision Gap Analysis1. Image-Vision Gap Analysis Who are the relevant stakeholders:

customers, shareholders, media, general public, job seekers

What do the stakeholders think of the company today?

What do stakeholders think of the competition?

What do the stakeholders want from the company?

Is the company effectively communicating its message to the stakeholders?

Issues to be Addressed

Methodology

Interviews with all stakeholders Interviews with company’s management Examination of company’s messaging Examination of competitor’s messaging Analysis of company’s strategy and competencies

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2. Brand Vision Definition2. Brand Vision Definition Brand Values: What does the company

stand for? Brand Differentiation: How is the

company different from it competitors: Brand Promise: How does the

company meet is stakeholders’ expectation?

Segmented Branding: How should the brand be different for various stakeholders and customer segments?

What will be achieved?

Methodology

Analysis of information gathered at Image-Vision Gap Analysis stage

Formation of Brand Vision alternatives, based on integrated analysis

Selection of preferred Brand Vision by holding Branding meetings with the company to form final Brand DNA

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3. Vision-Culture Gap Analysis3. Vision-Culture Gap Analysis What are the marketing messages are

employees are conveying to the stakeholders?

Does our Brand Vision inspire the employees?

Do the employees understand and agree with the Brand Vision

Does the company practice the values promoted in its Brand Vision?

Issues to be Addressed

Methodology

Analysis of the company’s existing marketing material

Interviews with employees in various ranks and various responsibilities

Focus group with employees and management

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4. Brand Culture Definition4. Brand Culture Definition

Define the brand culture and subcultures for each of the company’s departments

The messaging to be conveyed by the various employees to different stakeholders

Media to be used to convey the messaging

What will be Achieved

Methodology

Training to the employees on the new Brand Vision

Develop necessary tools, such as presentations, videos, web site

Establish compensation mechanism to promote adoption of new Brand Vision

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5. Image-Culture Gap Analysis5. Image-Culture Gap Analysis

This phase will be performed a few months after the new Brand Vision has been implemented to examine the state of the new Image by the various stakeholders

Phase II – Brand Look & FeelPhase II – Brand Look & Feel

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Phase II – Brand Look & FeelPhase II – Brand Look & Feel

Stage I – Complete briefing of Brand DNA Transfer of brand DNA to creative team

o Q&A to better understand brand DNA Walkthrough of creative team in daily activities: Customer Visits,

Salesperson Accompaniment Review of marketing material and company messages

Stage II – Look & Feel Concept Creative processes to form several alternative Look & Feel

concepts – Logo freshening-up, visual upgrade, color variations etc.

Selection of chosen concept

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Phase II – Brand Look & FeelPhase II – Brand Look & Feel

Design of the following internal items: Stationary Template Envelopes & Packaging Business Card Template Company Stickers Memos Internal & External Signs

Template Design of the following interactive

marketing items: Web site Grid & Concept Animated intro Home Page & Internal Page Template Banner ad E-mail Template

Design of the following print marketing items: Sales kit: Folder + Company

Profile + Product Details Image Attachments & Image

development Grid for BTL marketing &

Brochure sample Grid for ATL marketing & Print

ad sample Presentation Template Exhibition look & feel:

Booth/Wall Roll-up design

Production plan for print & internal items (Paper type, print type, materials etc.)

Stage III – Item Design

About UsAbout Us

Mitzuv ltd.Mitzuv ltd.Strategic Marketing ExpertsStrategic Marketing Experts

Beit Hataasiya, 29 Hamered st., Tel Aviv 61500Tel: +972-3-5108801 Fax: +972-3-5108802

Web Site: www.mitzuv.com

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Mitzuv

Mitzuv is a top leading management consulting firm that specializes in Strategic Marketing consulting

Led by Prof. Michael Perry, Mitzuv’s staff is comprised of experts in the area of Marketing, Management and Advertisement

Mitzuv performs integrated analysis of overall and marketing strategy, while implementing fresh, innovative management methods

Mitzuv has developed unique methods of planning and marketing strategies, selling operations and innovative management methods

Mitzuv consults to a large number of customers, International and Israeli, of various sizes and from various industry fields

Since founded in 1970, Mitzuv has worked upon close to 2,000 different projects

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Industry Experience

Healthcare Food & Beverage Medical New Media Chemicals and Plastics Publishing and Media Retail and Distribution Security Education Advertising

Telecommunications Information Technology Computer Hardware &

Software Electronics Governmental Agencies Insurance Transportation and

Aviation Agriculture and Irrigation Financial Services

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Mitzuv’s Unique AdvantagesMitzuv’s Unique Advantages

Openness for new ideas and paradigms, through extensive inside innovation processes

Direct link to the world of practical research, and development of implementational models

Vast experience in almost all vertical markets from Extensive marketing archive Interchangeable tools from different markets

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Mitzuv’s Recent ClientsMitzuv’s Recent Clients

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Mitzuv’s Relevant projectsMitzuv’s Relevant projects

Ness Technologies – Brand DNA as part of overall global strategy

Kol Israel (IBA) – Formation of Individual Radio Station Identities

American-Israeli Paper Mills (Hadera Paper) – Brand DNA of subsidiaries as part of overall strategy

AMPA – Brand redirection and redefinition Mirs – Brand redefinition as part of strategic

planning