MGT 3500 Lecture Notes - Lecture 6: Leading Edge, Customer Experience
18 Oct 2016
School
Department
Course
Professor
Branding 9/15/2016 8:03:00 PM
Branding/brand development process
What is a brand?
• Brand strategy
• Brand positioning
• Brand identity
Strategy sets the foundation, & then sets the brand positioning.
Branding acts as your guide by creating a strategic map and voice to guide
your marketing and communications.
5 drivers to creating brand insistence
• Emotional connection: connect with consumers on emotional level
• Value: does brand deliver a good value for the price?
• Accessibility: can conveniently access and find it?
• Awareness: brand needs to be well-known & first one that comes to
their minds
o Strong cornerstone of strong brands
• Relevant differentiation: must be unique and relevant to customers
o Leading edge indicator of future market share and profitability
Branding is storytelling
• Branding is about telling your audience the same thing all the time
Brand isn’t what you make at all. Its what you make possible.
Products are made in factories, brands are created in the mind
Brand Promise → Brand experience
• Recall triggers: tag lines, memories, songs, ads
• Implementation: how is it getting done?
• Performance: sales
• Insight gathering:
• Analysis/audits:
• Planning:
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
What is a brand: brand strategy, brand positioning, brand identity. Strategy sets the foundation, & then sets the brand positioning. Branding acts as your guide by creating a strategic map and voice to guide your marketing and communications. Branding is storytelling: branding is about telling your audience the same thing all the time. Products are made in factories, brands are created in the mind. Brand promise brand experience: recall triggers: tag lines, memories, songs, ads, implementation: how is it getting done, performance: sales, insight gathering, analysis/audits, planning: Customer experience has to reflect what the brand is all about. Branding builds trust: competitive difference, customer value, and consistent experience are built on trust and must all be familiar. Positioning is about finding a niche in the prospects mind and filling it with one thing, such as a slogan ( short phrase that is memorable or differentiating or both) that sticks. Benefit: what it is you get from buying the product.
