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Contents

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A. Foundations: The Starting Point for Brand-Building 1


A.I. What is Your Ikigai? 1
A.I.1. Doing Something You Love and That You Are Good At 3
A.I.2. Doing Something That the World Needs 4
A.I.3. Making Money with the Things You Care About 5
A.II. What is your Business Idea? 7
A.II.1. How to Find a Business Idea 7
A.II.2. Business Modeling 9
A.II.3. Typical Business Models of High-end Start-ups 10
A.II.4. Key Factors for Evaluating Business Ideas 14
B. The Brand Identity Planning Model 18
B.I. Brand Identity: The Construction Plan of Brand Meaning 18
B.I.1. Brand Identity vs. Brand Image 19
B.I.2. Brand Identity vs. Self-Concept 21
B.I.3. Brand Identity vs. Brand Positioning 23
B.II. Why to Implement Identity-driven Branding 24
B.III. How to Implement Identity-driven Branding 25
B.IV. Brand Identity Planning Models 27
B.V. The Brand-Building Canvas 28
B.VI. The Brand-Self-Seven 29
B.VII. An Overview of Brand Identity Elements that you should take into Account 30
C. How to Build your High-end Brand 37
C.I. Block I.1: Brand Vision 37
C.I.1. The Brand Vision Canvas 39
C.I.2. Brand Purpose: The Power of Starting with Why 42
C.I.2.1. What Makes a Brand Purpose Effective? 44
C.I.2.2. Build your Vision’s Frame of Reference 48
C.I.2.2.1. Brand Subculture: The Starting Point for Building your Brand 48
C.I.2.2.1.1. To build an Identity-based Brand, ask yourself: ‘Who am I?’ 50
C.I.2.2.1.2. Brand Association Mapping 51
C.I.2.2.2. Brand Concern: To Offer a Solution, you first need to reveal the Problem 53
C.I.2.2.3. Brand Adversary: A strong Brand needs a common Enemy 56
C.I.3. Brand Mission 61
C.I.3.1. The Brand Mission of Tata Harber 62
C.I.3.2. The Brand Mission of Warby Parker 63
C.I.3.3. How to Develop a Powerful Brand Mission 64
C.I.3.4. Your Brand Promise: Make it Convey a Compelling Benefit 68
C.I.4. Brand Vision 70
C.I.5. Brand Ambition 73
C.I.5.1. To Get off the Ground, Find a Core Group of True Believers 74
C.I.5.2. How to Set the Right Targets for New Businesses 74
C.I.6. Summary: Brand Vision Success Factors 78
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Contents
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C.II. Block II: Product Offering 80


C.II.1. Block II.2: Brand Authority 81
C.II.1.1. Step 1: How to Establish Your Product Frame of Reference 82
C.II.1.2. Step 2: How to Build Brand Expertise 85
C.II.1.3. Step 3: How to Establish Brand Authority 87
C.II.2. Block II.3: Brand Qualities 89
C.II.2.1. Points of Parity: The Essential Characteristics of High-end Brands 90
C.II.2.1.1. The Functional Component of Brand Identity: The ‘Code of Luxury’ 91
C.II.2.1.2. The Symbolic Component of Brand Identity: Creating Prestige & Authenticity 99
C.II.2.2. Points of Difference: How to Differentiate from Other High-end Brands 105
C.II.2.2.1. What Type of High-end Brand Do You Want to Create? 107
C.II.2.2.2. Competitor Analysis: Product/Brand-Profiling 110
C.II.3. Block II.4: Brand Value Proposition 114
C.II.3.1. The Value Proposition Formula 115
C.II.3.2. How to Come up with an Effective Value Proposition 116
C.II.3.3. Key Factors for Evaluating Your Value Proposition 117
C.II.3.4. Key Benefits to Convince People to Buy Your Products 118
C.III. Brand Customers 121
C.III.1. Block III.5: Target Customers 121
C.III.1.1. Creating a Customer Persona: The Best Tool for Spreading Empathy throughout a Business 123
C.III.1.2. How to Find Out Your Customer’s Product Evaluation Criteria 124
C.III.2. Block III.6: Prototypical Users 128
C.III.2.1. What Type of People do Your Customers (Not) Wish to Be Associated With? 129
C.III.2.2. Primary & Secondary Target Customers 130
C.III.3. Block III.7: Brand-related Self 133
C.III.3.1. From Selling a Better Product to Selling a Better Self-Perception 134
C.III.3.2. Turn Your Products into Means to a Higher End 136
C.III.3.3. Define Your Brand-related Self 138
C.III.3.3.1. Emotional Branding: Building Emotional Brand Connections 138
C.III.3.3.2. Self-Transformative Branding 141
C.III.3.4. How to Identify a Consumer Insight 141
C.III.3.4.1. Draft a Market-defining Story 142
C.III.3.4.2. Experiment with Bodystorming 143
C.III.3.4.3. Conduct Empathetic Research 143
C.III.3.4.4. Unraveling People's Deepest Fears 145
C.III.3.4.5. Make Use of Empathy-Mapping 146
C.III.4. Block III.8: Brand Community 149
C.III.4.1. Every Brand Needs a Community 149
C.III.4.2. The Harley Owners Club: Creating a Brand Tribe 150
C.III.4.3. How to Build Your Brand Community 151
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C.III.4.4. What Goals Do You Want to Achieve with Your Brand Community? 153
C.III.4.5. What Community Activities & Features Respond to the Needs of Your Members? 155
C.III.4.6. Success Factors for Building a Brand Community 156
C.IV. Block IV: Brand Character 158
C.IV.1. Block IV.9: Brand Culture 158
C.IV.1.1. The Brand Culture Canvas 160
C.IV.1.2. Company Culture 163
C.IV.1.2.1. Eight Distinct Company Culture Styles 165
C.IV.1.2.2. How to Specify Your Brand Culture 167
C.IV.1.3. Brand Spirit 171
C.IV.1.3.1. The Spirit of a Prussian King at KPM Berlin 173
C.IV.1.3.2. Building a Spiritual Brand: The Case of Shamballa 174
C.IV.1.3.3. Philosophy-driven Branding: The Case of Dr. Hauschka 176
C.IV.1.3.4. Linking the Brand to an Art Movement: The Case of Courrèges 178
C.IV.1.3.5. Ideology-driven Branding: The Case of Rebirth Garments 179
C.IV.1.3.6. Brand CSR: The Case of Stella McCartney 181
C.IV.1.3.7. How to Specify Your Brand Philosophy / Ideology 183
C.IV.1.4. Brand Values 185
C.IV.1.4.1. How to Specify Your Brand Values 189
C.IV.1.4.2. Key Issues in Defining Your Values 191
C.IV.1.4.3. How to Make Use of the Passion Principle 192
C.IV.1.5. Brand Origin 195
C.IV.1.5.1. Country-of-Origin-of-Brand: What Is Your Brand’s Nationality? 196
C.IV.1.5.2. Place-of-Origin: Give Your Brand a Home 198
C.IV.1.5.3. Brand Stories 199
C.IV.1.5.3.1. The Brand Founding Myth: How It All Began 199
C.IV.1.5.3.2. Brand History: A Valuable Brand Asset – but Only If Used Correctly 201
C.IV.1.5.4. Brand Traditions: If Your Brand Has No Heritage, Just Revive Some Old Traditions 202
C.IV.1.6. Brand Lifestyle 205
C.IV.1.7. Key Lessons Learned 207
C.IV.2. Block IV.10: Brand Theme 210
C.IV.2.1. Louis Vuitton: How a Brand Theme Can Drive a Brand for More Than a Century 211
C.IV.2.2. How to Identify Your Brand Theme 212
C.IV.2.3. Success Factors for Finding a Good Brand Theme 213
C.IV.3. Block IV.11: Brand Face 215
C.IV.3.1. How to Find Your Brand Face 216
C.IV.3.2. Putting the Right Person Front and Center in Your Brand Communications 217
C.IV.3.3. From Single Brands to Brand Portfolios 218
C.IV.4. Block IV.12: Brand Personality 220
C.IV.4.1. Humanizing Brands: Why Brands Must Act Human? 221
C.IV.4.2. What Is Personality-driven Branding? 223
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C.IV.4.3. Why Bring Your Brand Alive 224


C.IV.4.3.1. The Advantages of Treating Your Brand as a Person 224
C.IV.4.3.2. The Advantages of Consumers Perceiving Your Brand as a Person 225
C.IV.4.4. Three Main Approaches to Personality-based Branding 228
C.IV.4.5. How to Bring Your Brand Personality Alive 230
C.IV.4.6. Brand Personality Descriptors 232
C.IV.4.6.1. Brand Reference Groups 232
C.IV.4.6.2. Brand Archetypes 235
C.IV.4.6.3. The Big Five Dimensions of High-end Brand Personality 241
C.IV.4.6.3.1. Tradition 242
C.IV.4.6.3.1. Modesty 244
C.IV.4.6.3.1. Elitism 245
C.IV.4.6.3.1. Eccentricity 247
C.IV.4.6.3.1. Sensuality 248
C.IV.4.6.3.1. Visualize your Brand’s Personality 250
C.IV.4.7. Brand Life Goals 252
C.IV.4.8. Characterizing Your Brand’s Way of Life 255
C.IV.4.9. Brand Socio-Demographics 256
C.IV.4.10. Brand Personality: Lessons Learned 258
C.V. Block V.12: Brand Relationships 260
C.V.1. Brand Relationship Types 262
C.V.1.1. How Ritz Carlton Turned Brand Relationships into Business Success Drivers 262
C.V.1.2. How to Define your Brand Relationship Types 262
C.V.2. Brand Relationship Roles 264
C.V.2.1. Make use of Brand Relationship Roles to Disrupt your Industry 264
C.V.2.2. How to Define your Brand Relationship Roles 265
C.V.3. Brand Tone of Voice 268
C.V.3.1. Others Perceive Us by What We Do, What We Say – And How We Say It 268
C.V.3.2. How to Define your Brand Tone of Voice 269
C.VI. Block VI.14: Brand Touchpoints 272
C.VI.1. The Brand Touchpoint Wheel 273
C.VI.1.1. Think Through Your Touchpoints with Your Customers in Mind 273
C.VI.1.2. How to Identify your Brand Touchpoints 274
C.VI.2. Customer Journey Mapping 276
C.VI.2.1. A Template for Customer Journey Mapping 276
C.VI.2.2. How to Conduct Customer Journey Mapping 278
C.VI.3. Summary: Brand Touchpoint Mapping 279
C.VII. Block VII.15: Brand Expression 281
C.VII.1. Brand Communication 284
C.VII.2. Brand Design 285
C.VII.3. Brand Behavior 286
D. List of References 288
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