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    Bacca Bucci - Project Steps & Guidelines

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    paragbhangale67
    The document provides guidance on conducting a brand analysis and developing a brand strategy. It outlines performing market research through surveys and focus groups to understand consumers and competitors. It also describes using a perceptual map to visualize brand positioning and competitors. The strategic plan involves identifying a desired positioning, resolving consumer pain points, defining brand benefits, and selecting tactics like platforms, influencers, and content to execute the strategy.

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    Bacca Bucci - Project Steps & Guidelines

    Uploaded by

    paragbhangale67
    2 views4 pages
    The document provides guidance on conducting a brand analysis and developing a brand strategy. It outlines performing market research through surveys and focus groups to understand consumers and competitors. It also describes using a perceptual map to visualize brand positioning and competitors. The strategic plan involves identifying a desired positioning, resolving consumer pain points, defining brand benefits, and selecting tactics like platforms, influencers, and content to execute the strategy.

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    Bacca bucci_Project Steps & Guidelines_ (1)

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    The document provides guidance on conducting a brand analysis and developing a brand strategy. It outlines performing market research through surveys and focus groups to understand consumers and competitors. It also describes using a perceptual map to visualize brand positioning and competitors. The strategic plan involves identifying a desired positioning, resolving consumer pain points, defining brand benefits, and selecting tactics like platforms, influencers, and content to execute the strategy.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2 views4 pages

    Bacca Bucci - Project Steps & Guidelines

    Uploaded by

    paragbhangale67
    The document provides guidance on conducting a brand analysis and developing a brand strategy. It outlines performing market research through surveys and focus groups to understand consumers and competitors. It also describes using a perceptual map to visualize brand positioning and competitors. The strategic plan involves identifying a desired positioning, resolving consumer pain points, defining brand benefits, and selecting tactics like platforms, influencers, and content to execute the strategy.

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    of 4

    Brand Overview:

    (Quick Introduction to your brand, don’t make it a history


    lesson, idea is to empathize with the brand and share its
    essence in front of the jury)

    Brand Identity -
    ● via kapferer’s prism
    ● Color, Fonts, tagline
    ● Brand Story/Brand Mission

    Brand Equity (current market share)


    ● Brand Value - via Meaningful, Different Salient model
    ● Mention the competitors here (ONLY mention)

    Brand Management:

    Diagnosis:

    Category:
    ● PEST (Business News), Highlight the developing
    changes, trends in the industry and society
    ● Point out with substantial examples.
    Brand:
    ● SWOT
    ● Competitor Analysis
    ● Digital Analysis (SEO + Social Media using the Key
    performance Indicators) - Clearly highlight where they
    stand currently - Comparing the Industry benchmarks
    Consumer Insights:
    ● Quantitative Research:
    - Define the goal of Survey
    - Frame the questionnaire- 15-20 total questions
    (questions for the respective categories, must)
    - Prepare a report from the survey (use graphs,
    charts)
    - State clearly the factual observations or the data
    Qualitative:
    - Define the objectives
    - Prepare concentrated questions based on the
    analysis above(3-5max) - Use the ‘5 whys and
    ‘So what’ methods
    - Identify the Focus group (3- 5 people) - Schedule the
    Interview- (Zoom or In person)
    - State clearly the findings.

    Current Perceptual Map: Based on the analysis, decide the


    dimensions (axes) and draw the perceptual map.
    Cause/Prediction:
    ● State current health and perception of the brand -Overall
    ● The Underlying reason behind it
    ● Major prediction backed by the data

    Strategic Positioning:
    (State your plan going forward)

    Desired Perceptual Map: Where would you want to be


    positioned
    Pain Point/Expectations :
    ● What consumer tension would you like to resolve?
    ● How would you delight them?
    FAB -
    ● Emotional Benefits and Functional Benefits that you will
    serve them
    Archetypes:
    ● Brand voice, Character, Fears,
    Brand Messaging Sample
    Tactics:
    (Tools and hacks to execute your strategy)

    ● Platforms
    ● Content format, tone
    ● Associations - Celebrities & Influencers
    ● Technology/ Tools/Softwares
    ● Content or Design Sample

    Tips & Suggestions:


    ● Delegate your work smartly
    ● Note down your findings on sheet first and then make ppt
    as a derivative of your work.
    ● Time your presentation and rehearse it within the group.
    ● Last but not the least, Enjoy truly:)

    https://mapandfire.com/branding-strategies/walmart/

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