Many Brands

How many different brands of beers have you tried?

I ask this because each time someone asks what the best beer in the world is, most people reply Budweiser, Corona, Stella, or some other low end beer. I have to wonder how many of you buy only whatever’s on sale at the supermarket.

Over 300, brand named beers… probably more! I love the many varieties of beer, and their histories.
It is impossible to pick a favorite, though.
Quality home brew is truly an art form, and a wonderful experience from beginning to end!
If you count these “Private Labels” I’ve sampled over 700.
Keep up the good work, fellow beer connoisseur!!!

Think of any great brand. Disney, Johnson & Johnson, Levi Strauss, Starbucks and Apple are just some examples. Great brands do not happen by accident, but are the result of careful planning and creative branding and timely implementation of innovative marketing strategies.

The renowned brand expert, marketing professor and author Kevin Lane Keller has distilled the strategic brand planning three additional models that grow in scale and scope as they progress. These Models help in developing brand strategies and business marketing ideas. Keller extensive research in understanding consumer behavior has improved how many companies apply their marketing strategies and how to build, measure and manage brand equity.

Like a game of Russian nesting dolls – The three models are interrelated and build on them. The first is a component of the second and the second to third. Keller explains his three interconnection models mark for strategic planning to establish a unique brand positioning, building strong relations and actively with their loyal customers and enables them to understand better the financial impact of marketing expenditures and investment in an electronic book entitled Brand Planning.

Positioning of Brand Model
The first model is the branding model. Positioning is the definition of its offer and image so that a position of character distinctive in the minds of the target market.

Within the ranking model, there are four distinct components that must be considered to create the competitive position top of his mark. These can be summarized as follows:

1. Competitive framework of reference. This says to other brands, your brand is competing against. It is important to know that these are for you to focus your analysis.
2. Points of difference. These are attributes to put a brand apart from another. In essence, these are benefits that customers strongly associate with a brand, and believe they could not find a competing brand.
3. Points of parity. The opposite of the points of difference, points of parity are the clubs that are not unique to a brand and may be shared with other brands.
4. A mantra of the mark. This is designed to give more attention to the position for the brand. A mantra of the mark must articulate the "core brand promise" three to five words. This should not be the same as the 'slogan' used in advertising and is for internal use.

Brand Resonance Model
The second model is to create loyal relationships with their customers. This model is based on the branding model, and also includes four steps to be followed in order. Brand resonance refers to the relationship and the extent to which customers feel they are connected and have a relationship with your brand.

Consider the following steps carefully and how to incorporate into each sequence to build a strong brand resonance with customers.

1. Brand Identity – Who are you?
2. Meaning of the brand – What are you?
3. Replies Brand – What about you? What do your customers think and feel about you?
4. Foreign Brand – what about you and I? How much of a connection, and what kind of partnership that their customers want with you?

These are developmental stages of the brand – and the objectives in each stage are different from brand awareness deeper and broader relations ending with intense, active and loyal.

Brand Value Chain Model
The model of the third and final model is the mark of the value chain that describes how to follow the process of creating value in order to better understand the financial impact of marketing expenses and investments.

At its core This model assumes that the value of a brand meets its customers. On this basis, creating brand value starts with an investment firm in marketing to customers actual or potential. This marketing activity in turn affects customer mentality with respect to the mark, when this thinking is multiplied by a group customers that this leads to certain results of the mark in terms of performance. In this way – marketing spending can be evaluated.

Naturally this model also assumes a series of connecting between each of the stages. These links determine the extent that the value created at an earlier stage is transferred (or multiplied) to the next stage.

When combined, these three models, which provide essential micro and macro perspectives that are necessary for building brands. This allows marketers to create brand strategies to maximize profits and brand equity long term, while being able to track your progress, because applying these strategies.

About the Author:

Shoulders of Giants features expert discussions on marketing topics such as brand planning and developing brand strategies. Renowned marketing expert Kevin Lane Keller is featured as one of the brand strategy thought leaders.

Article Source: ArticlesBase.com – Three Complementary Models of Brand Planning