integrated brand management process of brand rating and brandmaker

7/31/2019 Integrated Brand Management Process of BRAND RATING and BrandMaker

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IntegrAteD BRAND

mANAgemeNtpRoCess A cooperation between BRAND RATING and BrandMaer



Valu-oid brand anan –

Fom h say o h opaioal dail



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Why d hi brchur cu n h brand anan rc?

… bcau nly rn brand nraaddd valu.

th dvlopm o a cosis bad say, i li

wih h copoa as, is h basis o bad succss.

I mau ad cly compiiv maks, h bad b-

coms a ky succss aco o maiaii ad commi-

i cusoms o achivi ad sauadi a pic ap.

… bcau h civn and fcincy

brand anan xndiur i incrain

inifcanc in h ac bud rricin.

A d-o-d cocio o saic bad plai

wih h opaioal implmaio o bad masus

ad a accua aalysis o h succss acos hlp opv loss houh icio ad o su ha uds a

ivsd i h ih plac.

… bcau nly a cnin raliain h

brand ray will in h nd lad ucc.

La compais, spcially hos wih a complx

oaisaioal sucu, d i a chall o aspo

h bad say o h implmaio o spcic

masus. each mmb o h compay should kow

wha is quid o su ha h a oup civs

h ypically holisic ima which maks a so bad.



Challs i hbrand anan rc


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sau Qu

Sector A Sector B

Corporate strateg

Brand strateg

Brand presentat ion Brand presentat ion

• To create clear processes and communication

channels. Joint access to inormation or all

units prevents loss through riction

• To achieve a holistic brand presentation with

consistent messages, which establishes a

unique perception in the “heads and hearts” o

the target group

• To defne brand targets and coordinate brand

strateg with superior corporate strateg

• To translate strateg into specifc

activities in the mareting mix

• To measure brand perception and economicsuccess or adjustment o measures

Challn

Planning

Implementation

Monitoring

Maret 2

Maret Maret 1

Brand perception

Success in Euros

CHALLENGES

Mos bad maam challs ais om cacks i h pocsss adisuci disibuio o iomaio.



A claly dfnd rchlps bad maas o mas

h challn



sau Qu

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Sector A Sector B

Corporate strateg

Brand strateg

tar: inrad arkinand brand anan

Consistent

brand

presentation

Maret 2

Maret Maret 1

Success in Euros

Sector A Sector B

Corporate strateg

Brand strateg

Brand presentat ion Brand presentat ion

Maret 2

Maret Maret 1

Brand perception

Success in Euros

Brand perception

OBJECTIVE

A d-o-d pocss – om h bad say o h bad psaio – whichocuss o icasi bad pos.



th brand crcard byBrAnD rAtIng ad BadMak


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Analsing decisive brand indicators

Determination o e brand perormance

indicators in the brand value creation

process and defnition o brand scorecard

1

Planning strategic brand targetsDerivation and connection o strategic

brand targets with business planning

2

Positioning and planning

operational brand targets

Derivation o success-

related“levers” in the brand value

creation process, or achieve-

ment o strategic brand targets

3

Comparing targets andimplementation

Interace between strateg and

implementation: comparison o planned

mareting mix measures with

operational targets

4

Optimising operational mareting

processes

IT-based brand management sstem or

the concrete planning and implementa-

tion o individual mareting measures

5

Steering and controlling

Monitoring the implementation success

through target-actual comparison o

operational brand targets

6

1

2

3

4

5

6

Brand scorecard

Integrated brand

management

process

SOLUTION

th iad bad maam pocss liks bad say wih badimplmaio.



Aalysidciiv brand indicar1


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Maki mix

aciviis

- Poduc

- Pics / codiios

- Commuicaio- Sals & svic

Bad idiy Bad sh Bad pcs

no-rlva S

rlva S

Fis ChoicPuchas

rpa puchas

Output

Moay

bad valu

Black box a oup

Bad valu

caio

- Pic pmium

- Mak sha

- ec.

ta oup

bhaviou

- Loyaly

- Swichi habis

- ec.

Aiud o

bad

- Likabiliy

- Codc

- ec.

Bad

pcpio

- Bs

- Bad ima

- ec.

Pcpio –

maki mix

- Pol

- Sloa mmoy

- ec.

Bad

xpdiu

- Cal maki

- Local maki

Input

Bad

ivsm

ICOn icbBad as pso

Badicooaphy

Bad quiy

kEy BENEIT

th aalysis o dcisiv idicaos i h bad valu caio pocss maks id-

pdcs, succss acos, cacks ad isks i h bad valu caio chai aspa.



Plai raic brand arbasd o h copoa say2


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Drivin brand valu

crain ar r

buin lannin

Drivin h raic

cu r h brand valu

crain ar

Idniyin ucc-

rlvan “lvr” r

raliain raic ar

Brand-rlad valu

crain ar

sraic cuBrand valu

crain drivr...

+ 8,0 %Target brand value

+ 4, %Brand-relevant

turnover

+ 0,1 %Price premium

on maret

• Securing sales /

committing existing customers

• Increasing sales /

acquiring new customers

• Securing price premium /

Bacing up price increases

• Brand benefts and tonalities

• Brand competencies

• Mareting mix activities

… which ur hraic cu n ar

kEy BENEIT

esablishm o bad maam as a “puial discipli”, houh cosisalim o saic bad as wih h copoa say.



Posiioi ad divirainal brand ar3



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• Securing sales /

committing existing

customers

• Increasing sales /

acquiring new customers

• Securing price

premium / Bacing up price

increases

sau qu r

rciv

ar ru

Current perception o

brand in competitive

environment

+

Needs o target group

+

Individual brand value

drivers

Fcuin

h brand idniy

plannin h rainal

brand ar wih

crra uni

tar r brand aiud and

rcin in h ar ru

Changes to the actual status over

the planning period

Personalit

Brand

benefts

Reasons

wh

Appear-

ance

sarin in r

raic cu

• Brand contents

• Brand competencies• Brand strengths

kEy BENEIT

A aspa pah o a so bad idiy, wih a ad coibuio o copoa

succss. th joi plai o opaioal as scus ial commim.



Compai plad masuswih h opaioal as i h

Brand manan sy4



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Cunicain plannin1

Mr. Scott

Ms. Smith

Ms. Big

Mr. Small

Mr. White

Mr. Black

Mr. Miller

Mr. Richards

€ 30,000

€ 200,000

€ 25,000

€ 15,000

€ 12,000

€ 50,000

€ 100,000

€ 10,000

sal plannin2

Ms. Richards

Ms. Bell

Ms. Black

Ms. Matthews

Ms. Small

Ms. Bell

Ms. Peterson

Mr. Wood

€ 25,000

€ 150,000

€ 200,000

€ 15,000

€ 500,000

€ 120,000

€ 12,000

€ 5,000

prduc manan plannin3

Mr. Spencer

Ms. Scott

Ms. Mason

Mr. Cooper

Ms. Wood

Ms. Matthews

Mr. Hunt

€ 30,000

€ 400,000

€ 20,000

€ 10,000

€ 85,000

€ 126,000

€ 5,000

kEy BENEIT

th iad plai o maki aciviis, wih h hlp o h Bad MaamSysm, sus a cosis bad psaio, i li wih maki as.

evaluain acivii‘ iac n brand

idniy

Efcient

Dynamic

User-friendly

Competent

Traditional

Weak Medium Strong

-3 -2 -1 0 1 2 3



oiiin rainal arkinrc – Bad Maam Sysm

o h maki mix5



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It-bad Brand manan sy

• Mareting planning

• Brand asset management

• Automated production oadvertising materials

• Direct mareting

• Event management

• Briefng management

• Controlling

• Budget management• Project management

• etc.

or example, automated

and template-based generation

o printed adverts b

subsidiaries, branches,

sales representatives etc.

kEy BENEIT

Fas ad ci pocssi o oui asks wih h hlp o h Bad Maam Sysm.this lass mo im o h impoa caiv maki asks ad cos.



Si ad Coolli iBrand Rrin6



kEy BENEIT

Iad ad fxibl cool o bad maam, sic dviaios a visibl a a

lac ad h copoa uis a masud accodi o as which hy, hmslvs,hlpd o s.

The levels o the brand

value creation process

om h basic sucu o

bad idicaos

An inormation platorm

o all bads, sms ad

couis cas h basis o

ial pomac compa-

isos

Status Quo:

Dmii h saus quo

cas aspacy o h

bad shs ad wak-

sss i h pcpio o h

a oup

Planning:

th as o x ya ca

b s a a lac by all

hos ivolvd

Degree o target

achievement:

th d o which achiv-

m o h bad as

has b succssul is mad

aspa

Page | 21



suary:Iad maki ad

bad maam



ast and efcient processing o routine

tass with the help o the integrated

Brand Management Sstem

Incra

brand rf

Steering and

controlling

Optimise

operational

processes

Compare

brand

targets /

implementa-

tion

Operational

planning

Strategic

planning

Analse

indicators

Consistent brand presentation through alignment o

mareting activities with the brand targets

Coordinate brand manage-

ment targets with corporate

strateg

Analse success actors and riss in

the brand value creation process

Transparent monitoring

o implementationsuccess to increase

reaction speed and

ocus on the result

ocus brand identit, defne

and prioritise operational

“levers” or target

achievement

kEy BENEIT

Cosis ad ad alisaio o h bad say wih BrAnD rAtIng.tad aalysis, cocp ad plai o h bad say wih BadMak.

Page | 2



BRAND RAtINg stands or value-oriented management

o the brand as an asset.

BRAND RAtINg is the leading specialist or monetar

brand valuation on the maret and advises

companies how to create, develop and secure brandvalue creation

Based in Munich, BRAND RAtINg is a joint venture

between ICON ADDED VALUE and Dr. Wieselhuber &

Partner, which combines the expertise and experiences

o both companies in value-oriented brand

management and the capitalisation o brand value.

The Brand Management Sstem Brandmakr relieves

mareting sta o tedious routine wor, releasing more

o their limited woring time or important strategic and

creative tass.

One example is the automated production o advertis-

ing materials. This reduces costs and helps optimize

the management o subsidiaries, branches and dealer

networs.

Mareting processes are automated with the help o

Brandmakr, reporting is simplifed and

CI-conorm communication is secured.

Brandmakr is a product b pi-consult gmbh,

karlsruhe.



Page | 2

A coopaio bwBRAND RAtINg & Brandmakr



th ky yur brand ucc –W look owad o mi you psoally.



M. Alxad Bisalski

Pa

B.r. BrAnD rAtIng gmbH

Pho : (+49) 89 / 286 23 - 203

[email protected]

Ms. Ksi Hima

Maa Maki & Commuicaiospi-cosul mbh

Pho : (+49) 721 / 9658 - 574

[email protected]

Page | 2

Yur cnac rn:

w. d

e r p u n k t . d e



D e s i g n : w w w

www.brandmanagementprocess.com

www.brand-scorecard.com

B.r. Bad rai gmbH

nymphbu S. 21

D-80335 Müch

Pho: (+49) 89 / 286 23 - 240

Wb: www.bad-ai.d

pi-cosul mbh

Haid-ud-nu-S. 7D-76131 Kalsuh

Pho: (+49) 721 / 9658 - 573

Wb: www.badmak.com

integrated brand management process of brand rating and brandmaker

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