integrated brand marketing credentials 20170124

Integrated Brand Marketing

Credentials 24 Jan 2017

► Our Brand Marketing Concept

► Our Project Phases

► Scope Of Work (Example)

CONTENT

Acronyms:

BP Brand Positioning

BMS Brand Marketing Strategy

CIS Corporate Identity System

Foreword: Brand Building In A Nutshell

Brand Building is a brand communication process that enhances your target customers'

positive feelings about your brand *. It increases your sales naturally, and paves the way

for sustainable growth (sales) and premium pricing.

(1) Brand Positioning (BP)

• Brand Component Positions

• Core Brand (Sub-)Appeals

• Core Brand Values

(2) CIS (VIS, SIS, MIS etc)

(3) Brand Marketing Strategy

(4) Brand Marketing Execution

End-users (incl. in BP)

• Segmented Market A

• Segmented Market B

Agents/Resellers (incl. in BP)

* Brand Equity → Brand Awareness, Brand Associations, Perceived Brand Quality, Brand Loyalty,

Other Proprietary Assets (ref. David Aaker) Brand Development

Trends In China

Our Brand Marketing Concept

1 Brand Awareness, Brand Association, Perceived Brand Quality, Brand Loyalty, Other Brand Assets (ref. David Aaker)

2 All plans are SMART = Specific, Measurable, Actionable, Relevant, Time-bound

Key Concept:

As your brand equities1 increase, your sales would naturally increase.

Differentiated Brand Positioning (Core Brand Values & Brand Appeals)

A Differentiated & Segmented Brand Marketing Strategy2 (Touchpoint

Marketing Plan & Brand Communication Plan)

Seamless Planning & Execution

Coordinate, Execute, Supervise, Evaluate, Strategy Adjustments

Differentiated & Segmented Brand Marketing Concept

Segmented Markets

A, B, C

Brand Appeals

Campaigns

(Touchpoints & Content)

Brand Comms

Element A

Brand

Element B

Brand

Element C

Brand

Element D

Marketing Strategy

Considerations

Brand Positioning

+

Brand Marketing

Strategy

• 4P

• 4C

• 4R

• 4V

• 4S

• 4I

Market What? How To Market?

You Marketing Target Customers

Market

What?

How To

Market?

Brand Appeals

(Brand Appeals &

Sub-appeals)

• Segmented Market A

• Segmented Market B

• Segmented Market C

Brand Content

• Visual: Logo, VIS, SIS, Slogan,

Copywriting, Images, Video etc

• BI/MI, Sound, Smell, Taste, Touch

Brand Positioning Marketing Tools

• Event, Internet, Advertisement, New

Media & Other Touchpoints

Brand Positioning

Considerations Marketing

Touchpoints/Tools




CONTENT

Acronyms:




Integrated Brand Marketing System

Brand Positioning

Note:

• Pry and deeply examine a

brand's component

positions & their appeals.

• Single out the Core Brand

Appeals (CBA).

• Augment these CBA with a

Brand Belief.

• Craft a brand statement

(not slogan) that clearly

sends out the new Brand

Positioning.

Corporate Identity System (CIS)

Note:

Uncover the key elements of

the brand image from the

Core Brand Values, and

develop a CIS (usu. VIS &

SIS) to help foster

identification & association

between the target

customers and the brand.

Annual Brand Marketing Planning

Note:

Pair different brand content

topics (derived from the Core

Brand Values) with different

marketing touchpoints (e.g.

events, Internet, ads, new

media, database marketing,

co-branding) to produce a

full-year series of integrated

marketing campaigns.

Annual Brand Marketing Execution

Note:

The execution starts, based

strictly on the strategy

devised earlier. The process

will be supervised, evaluated

and adjusted according to

actual market reactions. The

intent is to stay on course, so

as to achieve the mission

goal(s).

1. Who am I?——BP/Core Brand Values

2. What can I do?——Product UVP

3. Why do I say it?——Planning objectives

4. Who do I tell?——Target customers

5. What do I say?——Brand messages

6. How do I say it?——Expression methods

7. What do I use to say?——PR touchpoints

8. When do I say it?——Marketing Gantt chart

9. How do I measure the results?——Evaluation

Brand Building &

For-Profit Marketing

Resolving Your Brand Marketing Challenges




CONTENT

Acronyms:




BP: In-depth Interviews: Prying Your Tacit Knowledge

Nanjing Koukele

Bubble Tea Chain

Kunshan ENGREAL

Custom-made Suits

Shanghai Meslo

Door & Window System

Liyang Kingterr

Integrated Car Services

Chongqing Domay

Mashed Potato

Hangzhou SinoGrass

Cordyceps

BP: Market Research: Logic Support

Nanjing Chunjiao & Zhiming

Dessert Chain—Street Survey

Shenyang Love Rice

—Internet Questionnaire

Huzhou Media Plaza

—Integrated Research Approach

BP: Core Brand Appeals + Brand Belief—Perfect Fusion

CIS: VIS + SIS: Stirring Up The Senses

BMS: Charting The Path To Success

BMS: Presentation—Synchronizing Minds

Brand Marketing Execution, Supervision & Evaluation

Marketing Task Gantt Chart KPI Evaluation Chart

Project Timeline (Example)

Project

Starts 1st Month 2nd Month

Inte

rvie

ws

Bra

nd P

ositio

nin

g R

eport

Interim Meetings

+

Market Research

Bra

nd M

ark

eting S

trate

gy R

eport

Logo d

esig

n &

slo

gan

VI C

om

ple

tion

Brand Marketing Coordination &

Execution

• Execution, Supervision, Evaluation

• Internal Marketing Team Development

• Brand Tool Making

• Direct/Database Marketing

• PR Touchpoints (Events, Internet, Ads

& New Media)

Phase 2: Brand Marketing Execution (12 months)

Phase 1: BP (3-4 weeks), BMS (3-4 weeks), CIS (1-2 months) (executed concurrently with BMS, after BP)

3rd Month

THANK YOU

Reserved Slides (For Explanation)

Brand Equity

David Aaker’s Brand Equity Model

KPI:

• Product—quality, functions, exterior etc

• Corporate—biz nature, op scale, culture etc

• Symbol—logo, ad slogan, ad etc

Brand Awareness KPI:

• Aided awareness

• Unaided awareness

• Familiarity & liking

Brand Loyalty KPI:

• Brand reputation

• Brand satisfaction

• Sales generation from new

customers from old patrons

Other Proprietary Assets KPI:

• Market shares

• Channel coverage

• Premium potential

• Trademark value

Brand Associations KPI:

• Brand impression

• Key association

• No. of brand extensions

Perceived

Brand Quality

Brand Competitiveness Rating System

Brand Competitiveness

Brand

Self-Awareness

Bra

nd Id

entific

atio

n

Unaid

ed M

em

ory

Aid

ed M

em

ory

Bra

nd R

ecognitio

n

Brand

Awareness

Bra

nd N

am

ing

Bra

nd L

ogo

Bra

nd P

roducts

Bra

nd S

erv

ices

Bra

nd A

ds

Industry

Positio

n

Brand

Reputation

Intl C

om

petitiv

eness

Technolo

gic

al L

evels

R&

D A

bilitie

s

Pro

prie

tor A

bilitie

s

CS

R

Bra

nd Im

age

Brand

Loyalty

Bra

nd P

rem

ium

s

Bra

nd S

atis

factio

n

Bra

nd P

ers

onality

Bra

nd V

alu

es

Bra

nd R

epeate

d S

ale

s

Bra

nd L

eaders

hip

Positio

n

Brand

Associations

Em

otio

nal A

ssocia

tions

Fu

nctio

n-B

enefit A

ssocia

tions

Custo

mer A

ssocia

tions

Advertis

ing A

ssocia

tions

Notes

1 BA = Brand Appeal

2 Constituted by emotional values, symbolic values and/or spiritual values (aka ideologies)

Phase 1:

EXPLANATORY

BA1 Phase

Phase 2:

INDUSTRIAL

BA Phase

Phase 3:

TECHNICAL

BA Phase

Phase 4:

VALUE-BASED

BA Phase

Phase 5:

BELIEF-BASED

BA Phase

Phase 6:

MINDSHARE

BA Phase

Seller’s Market

Period

Economies Of Scale

Period

Excess Productivity

Period

Highly

Homogenous

Period

Value-based BA

Saturation

Period

Segmented Consumers

Satisfaction Period

(Mindshare Period)

Explain to me what

you sell, I’ll buy.

If they’re cheap &

good, I’ll buy.

If they’re cheap &

good, and technical

in nature, I’ll buy.

If the benefits are

REAL, I’ll buy it.

Technical brand

promises don’t help

I often buy from

brands with psych.

beliefs that I can

associate with.

I buy regularly from

brands that genuinely

reach out to the

“unique” me inside.

Brand Development Trends In China (1980-Present)

China is here

Marketing Strategy Considerations

Brand Positioning Considerations

Early stage of branding

Branding mid-term

Branding matured term

No Brand

Association

Product

Association

Brand Image

Association

Brand Personality

Association

Beginning stage of branding

Example:

The Art of RAW

Denim creativity,

array of stores etc

Unrelenting R&D

effort for cotton

Using Beliefs

Surface

Structure

Depth

7 Brand Component Positions

• Product

• Value

• Segmented

Target Market

• Emotion

• Consumer

• Competition

• Image

Considerations for Core Brand Values

& Brand Appeals

• Belief Emotional & Symbolic Values*

• Niche Market

• Value For Money

• Special Purposes

• Product Properties

• Competitor Comparison

• Product Of A Different Class

Functional

Values

* aka Self-Expression Values

Marketing Touchpoints/Tools

1. Internet

• Website/Mini-site

• Social Media: WeChat, Weibo, Q&A, Video Sites

• Baidu: SEM, Wiki, Q&A, Forum

• Advertorial: Forums, News Portal Sites

• Ads: News Portal Sites, Industry Portal Sites

2. Event

• Branding: Roadshows, Product Launch,

Festivities & Celebrations

• Promotion: Roadshows, In-store Sale, Festivities

& Celebrations

• Channel Building: Seminars, Appreciation

Events, Exhibitions

• Others: CSR Events

3. Advertisement

• Media: TV, Radio

• Outdoor: Elevator, Bus Stops, LED Screens

• Internet: See Internet > Ads

• Own Resources

4. New Media

• Film Production: Corporate, Featured & Micro Film

• Guerilla Marketing: Video, Street Performance

5. Others

• Direct Marketing/In-store Sales: DM, POSM

• CRM Database Marketing: Event invitations only

• Co-branding: Vertical, Horizontal, Internal

The 3 Laws Of Brand Competitiveness

Visual Impact

Sales Force Product Strength

Systematic

Brand

Operations

Symbol

Product

Enterprise

People

Brand Pyramid

E.g. Nike Olympics’12—Multi-prong Brand Comms Strategy