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    The document outlines a branding model in two parts: 1) Brand analysis to understand consumer perceptions of the category and competitors, and identify opportunities; and 2) Brand planning and implementation including developing a new value proposition, marketing strategy, and monitoring brand image changes over time. The goal is to migrate a brand's positioning from its current to a desired brand image through integrated marketing communications reflecting the new value proposition.

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    How to Create a Brand

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    The document outlines a branding model in two parts: 1) Brand analysis to understand consumer perceptions of the category and competitors, and identify opportunities; and 2) Brand planning and implementation including developing a new value proposition, marketing strategy, and monitoring brand image changes over time. The goal is to migrate a brand's positioning from its current to a desired brand image through integrated marketing communications reflecting the new value proposition.

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    20 views7 pages

    How To Create A Brand

    Uploaded by

    corina_elena_v
    The document outlines a branding model in two parts: 1) Brand analysis to understand consumer perceptions of the category and competitors, and identify opportunities; and 2) Brand planning and implementation including developing a new value proposition, marketing strategy, and monitoring brand image changes over time. The goal is to migrate a brand's positioning from its current to a desired brand image through integrated marketing communications reflecting the new value proposition.

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    How to create a brand

    Silvia Azmitia. January 2010.

    Benets of a brand

    Memorability Familiarity Loyalty Premium image, premium price Greater company equity

    Source: www.brandnance.com

    Source: www.brandnance.com

    A brand is more than a logo and a slogan

    Personality Behaviours Visual identity Value proposition Positioning

    Azmitia Branding model


    Silvia Azmitia. January 2010. 1. Brand analysis
    Category - Awareness - Consumption - Attributes of ideal provider Competitors - Who are the competitors? - Competitors perceived attributes We - Awareness vs. appealing of differentiators - Performance and importance of current attributes Synchronisation - Rational performance benchmarking (category, competitors, us) - Emotional performance benchmarking (category, competitors, us)

    Outcomes: Understanding of the perceived role of the category among consumers and potential consumers, detection of perceived gaps within the category, mapping of competitors positioning in relation to attributes, confirmation or refusal of possible value propositions determined previously, determination of priorities in positioning migration, determination of opportunities and gaps in current value propositions of the category and competitors.

    2. Brand planning and implementation


    Brand planning - Design of new value proposition - Design of new visual elements? - Target market analysis
    (market size, market profile, lifestyle, media consumption and knowledge, attitudes and behaviour towards value proposition)

    Objectives - Determination of branding strategy KPIs - Selection of evaluation / monitoring methodology - Benchmark of KPIs

    IMC (message + media mix) - Development of umbrella message to drive value proposition - Media selection (ATL/BTL)

    Monitoring of brand image - Monitor of changes in perceptual map (us + competitors) - Annual evaluation of marketing strategy to drive the new value proposition

    Considerations: All marketing communications should reflect the new value proposition in order to migrate the brand positioning from the current brand image to the desired brand image.

    This model is provided for information purposes only. Any reference to this model should state 'Source: Azmitia Branding model by Silvia Azmitia. January 2010. Questions or comments to Silvia Azmitia: sazmitia@mac.com

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