Pro-China Integrated Brand Marketing (Feb 2015)
Transcript of Pro-China Integrated Brand Marketing (Feb 2015)
Pro-China IntegratedPro-China Integrated
Brand MarketingBrand Marketing24 Feb 201524 Feb 2015
Bach MOH
Brand Strategy Specialist
► Our Unique Value Proposition (UVP)
► Our Brand Marketing Concept
► Our Project Phases
► Scope Of Work (Example)
CONTENT
Growing Sales & Brands—From BP To Execution
Marketing
Co. Types
Examples Brand
Positioning
(BP)
Brand
Marketing
Strategy
Creative
Designs
Brand Marketing
Execution
A Design Co. No No Yes No
B Typical Branding Co.Yes
(Shallow)No Yes No
C Website Co. No No NoYes
(Disjointed)
DManagement
Consulting Co.Yes Yes No No
# Us Yes Yes Yes Yes
► Our Unique Value Proposition (UVP)
► Our Brand Marketing Concept
► Our Project Phases
► Scope Of Work (Example)
CONTENT
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 Association, Perceived Brand Quality, Brand Loyalty,
Other Brand Assets (ref. David Aaker)Brand DevelopmentTrends 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 (TouchpointMarketing Plan & Brand Communication Plan)
Seamless Planning & Execution
Coordinate, Execute, Supervise, Evaluate, Strategy Adjustments
Differentiated & Segmented Brand Marketing Concept
Segmented MarketsA, B, C
Brand Appeals
Campaigns
(Touchpoints & Content)
Brand Comms Element A
Brand Comms Element A
BrandElement BBrand
Element B
BrandElement CBrand
Element C
BrandElement DBrand
Element D
Marketing StrategyConsiderations
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 TouchpointsBrand Positioning
Considerations MarketingTouchpoints/Tools
► Our Unique Value Proposition (UVP)
► Our Brand Marketing Concept
► Our Project Phases
► Scope Of Work (Example)
CONTENT
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.
Brand Marketing Strategy
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.
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 USP/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 Unique Value Proposition (UVP)
► Our Brand Marketing Concept
► Our Project Phases
► Scope Of Work (Example)
CONTENT
Acronyms: Acronyms:
BPBP Brand PositioningBrand Positioning
BMSBMS Brand Marketing StrategyBrand Marketing Strategy
CISCIS Corporate Identity SystemCorporate 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 SurveyShenyang Love Rice
—Internet Questionnaire
Huzhou Media Plaza
—Integrated Research Approach
Project Timeline
ProjectStarts
1st Month 2nd Month
Interviews
Brand P
ositioning Report
Interim Meetings
+
Market Research
Brand M
arketing Strategy R
eport
Logo design & slogan
VI C
ompletion
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
Accord
ing to
Phase 1’s
strategy
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 AwarenessKPI:• Aided awareness• Unaided awareness• Familiarity & liking
Brand LoyaltyKPI:• Brand reputation• Brand satisfaction• Sales generation from new customers from old patrons
Other Brand AssetsKPI:
• Market shares• Channel coverage• Premium potential
• Trademark value
Brand AssociationKPI:
• Brand impression• Key association
• No. of brand extensions
Perceived Brand Quality
Phase 1:
Dictated (brand)
appeal period
Phase 2:
Industrial (brand)
appeal period
Phase 3:
Technical (brand)
appeal period
Phase 4:
“Value” vs benefit
brand appeal period
Phase 5:
Singular brand
belief/appeal period
Phase 6:
Segmented brand
belief/appeal period
Seller’s market Regulated
economy
Regulated
economy with
over-supply
Homogenous
market
Homogenous value-
or belief-based
brand appeal market
Highly individualized
customer-centric brand
appeal period
“Just tell me what
you’re selling, I’ll
buy.”
“If it’s cheap &
good, I’ll buy.”
“If it’s a cheap &
good technical
product, I’ll buy.”
“Everyone’s saying
his products offer
the best values. It’s
all the same; I’ll only
buy what that would
really benefit me.”
“It’s all the same.
Everyone’s high-
class, delicious,
cultural. The appeals
are getting dull. I
don’t know how to
choose anymore.”
“Hey! This is me! The
brand beliefs are
customized for me, I’ll
buy cuz’ it ‘represents’
me.”
Brand Development Trends In China
China is here
Brand Positioning Considerations
Early stage of branding
Brandingmid-term
Brandingmatured term
No BrandAssociation
ProductAssociation
Brand ImageAssociation
Brand PersonalityAssociation
Beginning stage ofbranding
Example:
The Art of RAW
Denim creativity, array of stores etc
Unrelenting R&Deffort 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
FunctionalValues
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 ForceProduct Strength
SystematicBrand
Operations
Symbol
Product
Enterprise
People