► Our Brand Marketing Concept
► Our Project Phases
► Scope Of Work (Example)
CONTENT
Acronyms:
BP Brand Positioning
BMS Brand Marketing Strategy
CIS Corporate Identity System
Foreword: Brand Building In A Nutshell
Brand Building is a brand communication process that enhances your target customers'
positive feelings about your brand *. It increases your sales naturally, and paves the way
for sustainable growth (sales) and premium pricing.
(1) Brand Positioning (BP)
• Brand Component Positions
• Core Brand (Sub-)Appeals
• Core Brand Values
(2) CIS (VIS, SIS, MIS etc)
(3) Brand Marketing Strategy
(4) Brand Marketing Execution
End-users (incl. in BP)
• Segmented Market A
• Segmented Market B
Agents/Resellers (incl. in BP)
* Brand Equity → Brand Awareness, Brand Associations, Perceived Brand Quality, Brand Loyalty,
Other Proprietary Assets (ref. David Aaker) Brand Development
Trends In China
Our Brand Marketing Concept
1 Brand Awareness, Brand Association, Perceived Brand Quality, Brand Loyalty, Other Brand Assets (ref. David Aaker)
2 All plans are SMART = Specific, Measurable, Actionable, Relevant, Time-bound
Key Concept:
As your brand equities1 increase, your sales would naturally increase.
Differentiated Brand Positioning (Core Brand Values & Brand Appeals)
A Differentiated & Segmented Brand Marketing Strategy2 (Touchpoint
Marketing Plan & Brand Communication Plan)
Seamless Planning & Execution
Coordinate, Execute, Supervise, Evaluate, Strategy Adjustments
Differentiated & Segmented Brand Marketing Concept
Segmented Markets
A, B, C
Brand Appeals
Campaigns
(Touchpoints & Content)
Brand Comms
Element A
Brand
Element B
Brand
Element C
Brand
Element D
Marketing Strategy
Considerations
Brand Positioning
+
Brand Marketing
Strategy
• 4P
• 4C
• 4R
• 4V
• 4S
• 4I
Market What? How To Market?
You Marketing Target Customers
Market
What?
How To
Market?
Brand Appeals
(Brand Appeals &
Sub-appeals)
• Segmented Market A
• Segmented Market B
• Segmented Market C
Brand Content
• Visual: Logo, VIS, SIS, Slogan,
Copywriting, Images, Video etc
• BI/MI, Sound, Smell, Taste, Touch
Brand Positioning Marketing Tools
• Event, Internet, Advertisement, New
Media & Other Touchpoints
Brand Positioning
Considerations Marketing
Touchpoints/Tools
► Our Brand Marketing Concept
► Our Project Phases
► Scope Of Work (Example)
CONTENT
Acronyms:
BP Brand Positioning
BMS Brand Marketing Strategy
CIS Corporate Identity System
Brand Positioning
Note:
• Pry and deeply examine a
brand's component
positions & their appeals.
• Single out the Core Brand
Appeals (CBA).
• Augment these CBA with a
Brand Belief.
• Craft a brand statement
(not slogan) that clearly
sends out the new Brand
Positioning.
Corporate Identity System (CIS)
Note:
Uncover the key elements of
the brand image from the
Core Brand Values, and
develop a CIS (usu. VIS &
SIS) to help foster
identification & association
between the target
customers and the brand.
Annual Brand Marketing Planning
Note:
Pair different brand content
topics (derived from the Core
Brand Values) with different
marketing touchpoints (e.g.
events, Internet, ads, new
media, database marketing,
co-branding) to produce a
full-year series of integrated
marketing campaigns.
Annual Brand Marketing Execution
Note:
The execution starts, based
strictly on the strategy
devised earlier. The process
will be supervised, evaluated
and adjusted according to
actual market reactions. The
intent is to stay on course, so
as to achieve the mission
goal(s).
1. Who am I?——BP/Core Brand Values
2. What can I do?——Product UVP
3. Why do I say it?——Planning objectives
4. Who do I tell?——Target customers
5. What do I say?——Brand messages
6. How do I say it?——Expression methods
7. What do I use to say?——PR touchpoints
8. When do I say it?——Marketing Gantt chart
9. How do I measure the results?——Evaluation
Brand Building &
For-Profit Marketing
Resolving Your Brand Marketing Challenges
► Our Brand Marketing Concept
► Our Project Phases
► Scope Of Work (Example)
CONTENT
Acronyms:
BP Brand Positioning
BMS Brand Marketing Strategy
CIS Corporate Identity System
BP: In-depth Interviews: Prying Your Tacit Knowledge
Nanjing Koukele
Bubble Tea Chain
Kunshan ENGREAL
Custom-made Suits
Shanghai Meslo
Door & Window System
Liyang Kingterr
Integrated Car Services
Chongqing Domay
Mashed Potato
Hangzhou SinoGrass
Cordyceps
BP: Market Research: Logic Support
Nanjing Chunjiao & Zhiming
Dessert Chain—Street Survey
Shenyang Love Rice
—Internet Questionnaire
Huzhou Media Plaza
—Integrated Research Approach
Project Timeline (Example)
Project
Starts 1st Month 2nd Month
Inte
rvie
ws
Bra
nd P
ositio
nin
g R
eport
Interim Meetings
+
Market Research
Bra
nd M
ark
eting S
trate
gy R
eport
Logo d
esig
n &
slo
gan
VI C
om
ple
tion
Brand Marketing Coordination &
Execution
• Execution, Supervision, Evaluation
• Internal Marketing Team Development
• Brand Tool Making
• Direct/Database Marketing
• PR Touchpoints (Events, Internet, Ads
& New Media)
Phase 2: Brand Marketing Execution (12 months)
Phase 1: BP (3-4 weeks), BMS (3-4 weeks), CIS (1-2 months) (executed concurrently with BMS, after BP)
3rd Month
Brand Equity
David Aaker’s Brand Equity Model
KPI:
• Product—quality, functions, exterior etc
• Corporate—biz nature, op scale, culture etc
• Symbol—logo, ad slogan, ad etc
Brand Awareness KPI:
• Aided awareness
• Unaided awareness
• Familiarity & liking
Brand Loyalty KPI:
• Brand reputation
• Brand satisfaction
• Sales generation from new
customers from old patrons
Other Proprietary Assets KPI:
• Market shares
• Channel coverage
• Premium potential
• Trademark value
Brand Associations KPI:
• Brand impression
• Key association
• No. of brand extensions
Perceived
Brand Quality
Brand Competitiveness Rating System
Brand Competitiveness
Brand
Self-Awareness
Bra
nd Id
entific
atio
n
Unaid
ed M
em
ory
Aid
ed M
em
ory
Bra
nd R
ecognitio
n
Brand
Awareness
Bra
nd N
am
ing
Bra
nd L
ogo
Bra
nd P
roducts
Bra
nd S
erv
ices
Bra
nd A
ds
Industry
Positio
n
Brand
Reputation
Intl C
om
petitiv
eness
Technolo
gic
al L
evels
R&
D A
bilitie
s
Pro
prie
tor A
bilitie
s
CS
R
Bra
nd Im
age
Brand
Loyalty
Bra
nd P
rem
ium
s
Bra
nd S
atis
factio
n
Bra
nd P
ers
onality
Bra
nd V
alu
es
Bra
nd R
epeate
d S
ale
s
Bra
nd L
eaders
hip
Positio
n
Brand
Associations
Em
otio
nal A
ssocia
tions
Fu
nctio
n-B
enefit A
ssocia
tions
Custo
mer A
ssocia
tions
Advertis
ing A
ssocia
tions
Notes
1 BA = Brand Appeal
2 Constituted by emotional values, symbolic values and/or spiritual values (aka ideologies)
Phase 1:
EXPLANATORY
BA1 Phase
Phase 2:
INDUSTRIAL
BA Phase
Phase 3:
TECHNICAL
BA Phase
Phase 4:
VALUE-BASED
BA Phase
Phase 5:
BELIEF-BASED
BA Phase
Phase 6:
MINDSHARE
BA Phase
Seller’s Market
Period
Economies Of Scale
Period
Excess Productivity
Period
Highly
Homogenous
Period
Value-based BA
Saturation
Period
Segmented Consumers
Satisfaction Period
(Mindshare Period)
Explain to me what
you sell, I’ll buy.
If they’re cheap &
good, I’ll buy.
If they’re cheap &
good, and technical
in nature, I’ll buy.
If the benefits are
REAL, I’ll buy it.
Technical brand
promises don’t help
I often buy from
brands with psych.
beliefs that I can
associate with.
I buy regularly from
brands that genuinely
reach out to the
“unique” me inside.
Brand Development Trends In China (1980-Present)
China is here
Brand Positioning Considerations
Early stage of branding
Branding mid-term
Branding matured term
No Brand
Association
Product
Association
Brand Image
Association
Brand Personality
Association
Beginning stage of branding
Example:
The Art of RAW
Denim creativity,
array of stores etc
Unrelenting R&D
effort for cotton
Using Beliefs
Surface
Structure
Depth
7 Brand Component Positions
• Product
• Value
• Segmented
Target Market
• Emotion
• Consumer
• Competition
• Image
Considerations for Core Brand Values
& Brand Appeals
• Belief Emotional & Symbolic Values*
• Niche Market
• Value For Money
• Special Purposes
• Product Properties
• Competitor Comparison
• Product Of A Different Class
Functional
Values
* aka Self-Expression Values
Marketing Touchpoints/Tools
1. Internet
• Website/Mini-site
• Social Media: WeChat, Weibo, Q&A, Video Sites
• Baidu: SEM, Wiki, Q&A, Forum
• Advertorial: Forums, News Portal Sites
• Ads: News Portal Sites, Industry Portal Sites
2. Event
• Branding: Roadshows, Product Launch,
Festivities & Celebrations
• Promotion: Roadshows, In-store Sale, Festivities
& Celebrations
• Channel Building: Seminars, Appreciation
Events, Exhibitions
• Others: CSR Events
3. Advertisement
• Media: TV, Radio
• Outdoor: Elevator, Bus Stops, LED Screens
• Internet: See Internet > Ads
• Own Resources
4. New Media
• Film Production: Corporate, Featured & Micro Film
• Guerilla Marketing: Video, Street Performance
5. Others
• Direct Marketing/In-store Sales: DM, POSM
• CRM Database Marketing: Event invitations only
• Co-branding: Vertical, Horizontal, Internal
The 3 Laws Of Brand Competitiveness
Visual Impact
Sales Force Product Strength
Systematic
Brand
Operations
Symbol
Product
Enterprise
People