GLOBAL BRANDING
Business Strategies Y2Q1
Simone Snepvangers
,Table of content
1. Brand Defniion n Architecture.........................................................................................................2
Brand loyalty funnel...........................................................................................................................2
Brand architecture..............................................................................................................................2
2. Brand strategy....................................................................................................................................4
Objecives of a brand strategy............................................................................................................4
Aspects of a branding strategy...........................................................................................................5
Planning the brand strategy n management......................................................................................5
3. Brand Essence through atributes and values.....................................................................................6
Brand posiioning / essence................................................................................................................6
Brand elements..................................................................................................................................8
4. Brands n Consumers..........................................................................................................................8
5. Brand efeciveness n Equity..............................................................................................................9
Efeciveness of branding...................................................................................................................9
Brand equity.....................................................................................................................................11
Interbrand valuaion methodology...................................................................................................11
Keller’s approach = customer approach...........................................................................................11
Aaker’s approach = market approach...............................................................................................12
6. Brands Over The World....................................................................................................................13
1
, 1. Brand Defnition & Architectrre
Brand = name that in the mind of the consumer atached to a product category
Strong brands are recognised by the target group in terms of what it does and how it is done
Think in categories, express in brands
What (it does, the expectaionss emoional side of the product
Figure 1.1 Target group for employees Figure 1.2 Target group for
brand
Brand loyalty frnnel
Figure 1.3 Brand loyalty funnel
Brand architectrre
Structure of brands within an organisaion
- Relaionships between brands in a company porfolio
- Difereniaions between brands in a company porfolio
Myth bunking = customers do not buy organisaional structures, master brands, sub brands, etc
Branded house (monolithics
- Single master brand
- One name – one visual idenity
2
Business Strategies Y2Q1
Simone Snepvangers
,Table of content
1. Brand Defniion n Architecture.........................................................................................................2
Brand loyalty funnel...........................................................................................................................2
Brand architecture..............................................................................................................................2
2. Brand strategy....................................................................................................................................4
Objecives of a brand strategy............................................................................................................4
Aspects of a branding strategy...........................................................................................................5
Planning the brand strategy n management......................................................................................5
3. Brand Essence through atributes and values.....................................................................................6
Brand posiioning / essence................................................................................................................6
Brand elements..................................................................................................................................8
4. Brands n Consumers..........................................................................................................................8
5. Brand efeciveness n Equity..............................................................................................................9
Efeciveness of branding...................................................................................................................9
Brand equity.....................................................................................................................................11
Interbrand valuaion methodology...................................................................................................11
Keller’s approach = customer approach...........................................................................................11
Aaker’s approach = market approach...............................................................................................12
6. Brands Over The World....................................................................................................................13
1
, 1. Brand Defnition & Architectrre
Brand = name that in the mind of the consumer atached to a product category
Strong brands are recognised by the target group in terms of what it does and how it is done
Think in categories, express in brands
What (it does, the expectaionss emoional side of the product
Figure 1.1 Target group for employees Figure 1.2 Target group for
brand
Brand loyalty frnnel
Figure 1.3 Brand loyalty funnel
Brand architectrre
Structure of brands within an organisaion
- Relaionships between brands in a company porfolio
- Difereniaions between brands in a company porfolio
Myth bunking = customers do not buy organisaional structures, master brands, sub brands, etc
Branded house (monolithics
- Single master brand
- One name – one visual idenity
2
