brand strategy - process and architecture
Post on 21-Oct-2014
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Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.TRANSCRIPT
March 09© 2009 Blueprint Advisory Pty Ltd
Project Ascent
Brand Strategy and Architecture
The brand process
Brand strategy
vision action expression experience+ ++
Next steps in a single view
The process
Picture the futurethrough stakeholder eyes
Attribute mapping
Attributes – what do you wish to be known for?
• Identify and list the things that will make you distinct• Rank attributes according importance• Map attributes into:
– Relationships– Personality– Heritage– Philosophy– Functions
Brand names
Types of names
• Founder – Ralph Lauren, Salmat, • Descriptive – Toys ”R” Us, Video Ezy, E*Trade• Fabricated – Kodak, Xerox, Optus, Microsoft, Accenture• Metaphor – Nike, Greyhound• Acronym – IBM, GE, UCMS, NAB• Abstract – Orange, Apple, 3• Combination
Qualities of an effective name
• Meaningful• Distinctive• Future oriented• Modular/stretch• Protectable• Positive• Visual
Criteria for a brand name
New name – factors to consider
• Coming up with a name– How– Fit with criteria– Intrinsic value – relevant, credible– Supports the strategy and vision– Represents your values
• Naming checks: linguistic, cultural, legal, trademark• Domain name check: is one available?
Brand architecture
BMW - monolithic
British Airways – monolithic with extension
Endorsed logos: Product, Corporate, Service and Event
Proctor & Gamble - branded
Telstra - hybrid
