From Diital Straty to Brand Mastry:Stratizin or a post-diital a
Brand Strength as a measure o post-digital strategy
As w pointd ot, ocsin on thndamntals is critical. For Intrbrand,th most critical masrmnt o a brandis its val, and that can b ad bymasrin Brand Strnth. Ovr th yars,w hav dvlopd and rnd rom orxprinc a st o ky componnts thatmasr Brand Strnth and hlp s cratBrand Val(s Fir ). Stron brandsstart with or intrnal actors, and thatstrnth is rctd in th six xtrnal brandstrnth actors. Takn tothr, thy hlptll s i an oranization is primdor sccss.W ltrd th rslts o or srvythroh th most rlvant Brand Strnthdimnsions to bttr ndrstand how wllcompanis ar dlivrin on th ssntialso a stron post-diital brand.W ond aps in
thatsst many companis ar allin short:Dspit a hih rat o social mdia activity,ssntially hal o th rspondin companis(9 prcnt) do not hav a ddicatdsocial mdia rop. Mor than on thirdo rspondnts l that an inadqatamont o rsorcs has bn ddicatd tothir company’s diital prsnc. And as orintrnal brand namnt, a ll 6 prcntl that thir company’s invstmnt inmploy dcation on thir diital stratyis inadqat – prhaps th most troblinlack o commitmnt o all in that it spaks toa ailr to imb prsonnl with what thynd to b ctiv rprsntativs o thiroranization. This is lik lavin mony onth tabl in th battl or cstomr hartsand minds. In sm, whil prorss is binmad on intrnal brand commitmnt,narly on third o rspondnt companisbliv thir diital straty to b ithrndrndd, or that thir mploys arndrdcatd on th objctivs.
is on o th most powrlattribts a brand can possss in th htor consmr attntion and loyalty. Whil65 prcnt o diitally activ rspondnts
INTeRBRAND’S 10 COMPONeNTS OF BRAND STReNgTH
Clarity internally about what the brand stands for interms of its values, positioning and proposition. Claritytoo about target audiences, customer insights and drivers.Because so much hinges on this, it is vital that these arearticulated internally.
Internal commitment to brand, and a belief internallyin the importance of brand. The extent to which thebrand receives support in terms of time, inﬂuence,and investment.
How secure the brand is across a number of dimensions:legal protection, proprietary ingredients or design, scaleor geographical spread.
The ability to respond to market changes, challenges andopportunities. The brand should have a sense of leadershipinternally and a desire and ability to constantly evolve andrenew itself.
The brand is soundly based on an internal truth andcapability. It has a deﬁned heritage and a well groundedvalue set. It can deliver against the (high) expectationsthat customers have of it.
The ﬁt with customer/consumer needs, desires, anddecision criteria across all relevant demographics andgeographies and shared across the organization
The degree to which customers/consumers perceivethe brand to have a dierentiated positioning distinctivefrom the competition.
The degree to which a brand is experienced withoutfail across all touchpoints or formats.
The degree to which a brand feels omnipresent andis talked about positively by consumers, customers andopinion formers in both traditional and social media.
The brand is not only recognized by customers,but thereis also an in-depth knowledge and understanding of itsdistinctive qualities and characteristics. [Where relevant,this will extend to consumer understanding of thecompany that owns the brand].