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    This document outlines a strategic brand analysis framework including sections for customer analysis, competitor analysis, and self-analysis. It then presents a brand identity system that examines a brand as a product, organization, person, and symbol. Key aspects of the brand identity system include the value proposition, credibility, brand customer relationship, and implementation. The framework concludes with sections on brand positioning, execution, and tracking.

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    Strategic brand analysis

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    This document outlines a strategic brand analysis framework including sections for customer analysis, competitor analysis, and self-analysis. It then presents a brand identity system that examines a brand as a product, organization, person, and symbol. Key aspects of the brand identity system include the value proposition, credibility, brand customer relationship, and implementation. The framework concludes with sections on brand positioning, execution, and tracking.

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    4 views1 page

    Strategic Brand Analysis

    Uploaded by

    ibnhashem.du
    This document outlines a strategic brand analysis framework including sections for customer analysis, competitor analysis, and self-analysis. It then presents a brand identity system that examines a brand as a product, organization, person, and symbol. Key aspects of the brand identity system include the value proposition, credibility, brand customer relationship, and implementation. The framework concludes with sections on brand positioning, execution, and tracking.

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    of 1

    STRATEGIC

    BRAND ANALYSIS
    CUSTOMER ANALYSIS COMPETITOR SELF-ANALYSIS
    ANALYSIS
    - Trends - Brand image/identity - Existing brand image
    - Motivation - Strengths, strategies - Brand heritage
    - Unmet needs - Vulnerabilities - Strengths, capabilities
    - Segmentation - Organizational values

    BRAND IDENTITY SYSTEM


    BRAND AS BRAND AS BRAND AS BRAND AS
    PRODUCT ORGANIZATION PERSON SYMBOL
    1. Product Scope 7. Organizational 9. Personality (E.G., 11. Visual Imagery
    2. Product Attributes Attributes (E.G., Genuine, and Metaphors
    3. Quality/Value Innovation, Energetic) 12. Brand Heritage
    4. Usages Customer 10. Brand Customer
    5. Users Concern, Relationship
    6. Country of Origin Trustworthiness)
    8. Local Vs Global

    VALUE PROPOSITION CREDIBILITY


    - Functional Benefits - Support Other Brands
    - Emotional Benefits
    - Self-Expressive Benefits
    BRAND CUSTOMER RELATIONSHIP

    BRAND IDENTITY
    IMPLEMENTATION SYSTEM [

    BRAND POSITION
    - Subset of The Brand Identity and Value - To Be Actively Communicated
    Proposition - Providing Competitive Advantages
    - At A Target Audience

    EXECUTION
    GENERATE SYMBOLS & METAPHORS TESTING
    ALTERNATIVES

    TRACKING
    (Lean Method, OKRs Strategy)

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