Brand Strategy

Brand Strategy
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contracts
Communicating Brand Position
Measuring RoBI


A first step to strategic screens as to where the
brand can and cannot go.
Provides a vision that forces management to
articulate what they want to do for the
organization over the next years, relative to
brand value, revenue, and profit contributions.
Brand
Positioning
It is a place in consumers
mind that you want your
brand to own-the benefit you
want to think of when they
think of your brand.
A strong position means the brand has a unique,
credible, sustainable, and valued place in customers
mind.
Good positioning gives you the direction required to
focus the organization and focus your strategic effort.
Brand Contract
It is a list of all promises the brand makes to
customers. Such a contract executed internally, but it
defined and validated externally by the market place.
Brand Contracts can and
should change over time.
New promises can be
added and irrelevant
promises can be deleted.


A Brand Contract is a critical piece of the
brand position because it helps to
further define marketplace perceptions
and expectations and forces managers to
be honest with themselves.


In addition to positive promises to
customers, a Brand Contract can contain
negative promises or attributes. It is
important to build on the strong brand
promises and mitigate the negative ones.
Successful Brand-Based
Communications

Use all communication strategies to
help achieve your corporate strategy
and brand vision.
Let your brand positioning largely
determine to right communications
strategy to execute.