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TRANSCRIPT
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Branding 2.0Artilicht*
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1 Brand Personality Statement: Artilicht*
MARCA =
PERSONA
Comptetencia:
Sinceridad: Sofisticación:
“Excitement”: “Ruggetness”:
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KnowKnow
…
Developing Brand Strategy Brand Positioning
BelieveBelieve
…
DoDo
…
FeelFeel
…
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2 Brand Personality Statement: Artilicht*
Edad: Sexo: Raza: ?
Artilicht*Rasgos de NSE: Personalidad:
Defectos: Atributos / Cualidades:
Forma que se relaciona:
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AttributesAttributes
…
…
…
Developing Brand Strategy Brand Positioning
ConsequencesConsequences
…
…
…
Emotional / BenefitsEmotional / Benefits
…
…
…
Brand value EquationBrand value Equation
Funtional benefit…
Emotional benefit…
Perceived value for money…
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PositioningPositioning
…
Objective differentiation criteriaObjective differentiation criteriavs. competitionvs. competition
…
Unique selling propositionUnique selling proposition
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Key communication messagesKey communication messages
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Developing Brand Strategy Product Positioning
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Marketing Objectives / Business Marketing Objectives / Business GainGain
…
Developing Brand Strategy Brand Positioning
Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)
K …
B …
D …
F …
Marketing Mix ActivitiesMarketing Mix Activities
Increase Know & Believe………
Increase Do & Feel………
Cus
tom
er g
roup
:___
____
____
_
Marketing Objectives / Business Marketing Objectives / Business GainGain
…
Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)
K …
B …
D …
F …
Marketing Mix ActivitiesMarketing Mix Activities
Increase Know & Believe………
Increase Do & Feel………
Cus
tom
er g
roup
:___
____
____
_
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3 Brand Personality Statement: Artilicht*