| Date post: | 15-Jul-2015 |
| Category: |
Business |
| Upload: | judy-hopelain |
| View: | 685 times |
| Download: | 2 times |
BrandAmplitude
BrandResonanceScanning:HowtoFind&ActivateOverlookedGems
inYourBrandPortfolio
April,2009
BrandAmplitude,LLCAllRightsReserved
BrandAmplitude,LLCAllRightsReserved2009 0
Goals:StrongerBrands,BetterOdds
Tomaximizebrandvalue,leadingcompaniestakeadisciplinedapproachtoidentifyingtheelementsoftheirofferingsthatresonatewithcustomersandusethoseinsightstobrandstrategicofferingssoastoincreasetheirlikelihoodofsuccess.
Thesecompaniesalsotakeasystematicapproachtoidentifyingandpruningtheineffective,meaninglessorirrelevantnames,trademarks,orothercreationsthataccumulateovertime.
BrandAmplitude,LLCAllRightsReserved2009 1
Keep&Nurture?
EliminateorDeemphasize?
BrandResonanceScanning
BrandResonanceScanningisadiagnosticapproachtodeterminingthemostmeaningfulassetsinacompany’sbrandportfoliothathavethegreatestcustomerappealandthegreatestpotentialforprofitablegrowth.
Clarifieswhichbrandassetsaremeaningfultocustomersandsuggestswheretoincreaseanddecreaseinvestmentsbyprovidingasnapshotofresonance
relativetothecategory,offeringandcompetition.
2BrandAmplitude,LLCAllRightsReserved
2009
3
What’sDifferent?
1) Outside‐in Mostapproachestoassessingbrandassetresonancearenotinformedby
anyexternalperspective.Theyrelyoninternalrecordsandopinionsaboutwhatmatterstotheircustomers.
2) QualitativePerspective Ordinarytrackingstudiesandfocusgroupsrarelyexplorebeyondthemaster
brand.Theyarenotstructuredtoqualitativelyassesswhatcustomerthinkabouttherelevanceandextendabilityofacompany’sportfolioofbrands,names,trademarks,etc.
BrandAmplitude,LLCAllRightsReserved2009
Engagekeydecisionmakersinfindingsandimplications,andagreeongo‐forwardbrandframework.
Buildtoolforbasingfuturenamingdecisionsonagreedbrandframework.
Usequalitativeinsightstodeterminego‐forwardbrandassets.
Developalternativeframeworksforstructuringremainingassetstoincreaseclarityandbestsupportgrowthinitiatives.
Interviewloyalistsandothercustomersaboutbrandassetappealandrelevance.
Identifyareasofcompetitivestrengthandweakness,anddeterminewhichassetsaddvalue.
Surveyexistinginformationoncustomersandcompetitorstoassessbrandassets/strengths.
Identifygapsandgeneratehypothesesabouthowcurrentbrandscanbestbeleveragedtosupportgrowthinitiatives.
Laddering Research WhatAretheSteps?
4
I.InventoryBaselineBrandInformation
II.ExploreCustomerPerspectives III.Ideation IV.Alignment
BrandAmplitude,LLCAllRightsReserved2009 4
I.InventoryBaselineBrandInformation
KeyQuestions: Doweunderstandtheneedsofcurrentandpotentialcustomers?
Doweneednewofferingsorareexistingofferingsunderleveraged? Doesthebrandstrategysupportthegrowthstrategy? Whatbrandassetsexisttoday?
Whatisknownabouthowbrandassetsareperceived? Whatisthecompetitiondoingwecanlearnfrom?
Whatisthebrand’sframeofreference? Whatisthevalueproposition?
OptionalResearch:Customer,category,competitiveandassessmentfromprimaryorsecondarysources BrandAmplitude,LLCAllRightsReserved
2009
I.InventoryBaselineBrandInformation
II.ExploreCustomerPerspectives III.Ideation IV.Alignment
5
II.ExploreCustomerPerspectives
KeyQuestions: Howdocustomersthinkaboutthecategoryandcompetitors? Whatdotheyknowaboutouroffering? Whatdotheyseeasourstrengthsrelativetotheirneeds? Whatdoourbrandassetstomeantothem? Howawarearecustomersofthebreadthofouroffering? Whatdotheyseeastherelationshipsbetweenourbrandassets? Howdotheyorganizeourbrandassetsintheirownminds?
RequiredResearch:Onlinefocusgroups/bulletinboard/journalingexerciseswithcustomersfromkeysegments
.
BrandAmplitude,LLCAllRightsReserved2009
I.InventoryBaselineBrandInformation
II.ExploreCustomerPerspectives III.Ideation IV.Alignment
6
III.Ideation
KeyQuestions: Whichbrandassetsdeservegreaterattentionandinvestment? Whichshouldbeeliminated? Whichpartsoftheportfoliorequireclarification? Whatisourbestapproachtoorganizingtheportfolioofbrandassetsinlightofourgrowthobjectives?
Whatshouldwedoaboutthegapsinourbrandedofferingrelativetothecompetition?
BrandAmplitude,LLCAllRightsReserved2009
I.InventoryBaselineBrandInformation
II.ExploreCustomerPerspectives III.Ideation IV.Alignment
7
IV.Alignment
Keyquestions: Whataretheimplicationsoftheorganizingframeworkforfuturenamingdecisions?
Howcanwebestcodifythemintoanamingdecisiontool? Howshouldweconsiderandevaluateexceptionstothenamessuggestedbythenamingdecisiontool?
BrandAmplitude,LLCAllRightsReserved2009
I.InventoryBaselineBrandInformation
II.ExploreCustomerPerspectives III.Ideation IV.Alignment
8
Alternativenewbrandstructurescombinebenefits‐,weather‐,andtargetuser‐basedframeworks.Newsubbrandsandingredientbrandsforstrategicgrowthdriverswereidentified.Relativeadvantagesanddisadvantageswereassessed.
Focusgroupswithbrandloyalistsgaugedawarenessandperceptionsofportfoliobrandsandproductofferingsoutsidethecore.
Specialattentiontobrandingrequirementsofstrategicgrowthdrivers.
Previousresearchfocusedonloyalbrandusersandthecompany’scoreappareloffering.
Limitedinformationaboutperceptionsofbrandincategoriesdeterminedtobedriversoffuturegrowth.
Laddering Research OutdoorApparelCase:TheSteps
I.InventoryBaselineBrandInformation
II.ExploreCustomer
PerspectivesIII.Ideation IV.Alignment
WorksessionwithDemandGenerationteamtocreatenewsolutionfromalternativespresented.Landedonhybridsolution.
BrandAmplitude,LLCAllRightsReserved2009 9
10
TopofMindPerceptionsGeneralThemesfromOpenEnds
Jeans/ Denim
Moisture wicking wear
Rugged/ Tough
Warm wear
Good brand / Good quality
Durable/ Long lasting
Work wear
Jeans/ Denim
Athletic
ApparelCaseFindings:BrandBaseline
Topofmindimpressionsrevealedthat
competitorsstandforsimilarqualities.
Customersseelittledistinctionforanybrandattheitem,attributeorperformancelevel.
Shared qualities Unique qualities I.InventoryBaselineBrandInformation
II.ExploreCustomerPerspectives III.Ideation IV.Alignment
Client Brand
Competitor Brand 1
Competitor Brand 2
Competitor Brand 3
Shared Qualities Unique Qualities
BrandAmplitude,LLCAllRightsReserved2009 10
ApparelCaseFindings: CustomerPerspectives
.
BrandAmplitude,LLCAllRightsReserved2009
I.InventoryBaselineBrandInformation
II.ExploreCustomerPerspectives III.Ideation IV.Alignment
• Allequityfoundtoresideinmasterbrand– Productdescriptionsfunctionassubbrandsbutareundifferentiatedbeyondmasterbrand
• Littlerecognitionofbrandedingredientsordistinguishers– “Brand‐ness”forclientisdeterminedbystyle,color,durability,warmth
– Someequityinnaturalfabric,‘generous’fit,easeofmovement,butnotinothermaterialsorconstructiontechniques
– Allexistingdistinguishingtrademarksunrecognizedandnotmeaningful
Conclusion:Littleupsideincontinuingtoreinforceexistingequities;mustextend/expandintonewequitiestogrow.
Brand Roles
11
BrandAmplitude,LLCAllRightsReserved2009 12
Summary:BrandResonanceScanning
BrandResonanceScanninghelpscompaniesputtheirbestbrandsforward,increasingthelikelihoodofsuccessofnewinitiativesandsimplifyingnamingdecisions.
Showscompanieswheretoinvestinbrandbuildingandwheretostopwastingtimeandeffort.
I.InventoryBaselineBrandInformation
II.ExploreCustomer
PerspectivesIII.Ideation IV.Alignment
www.brandamplitude.com
www.brandamplitude.blogspot.com
[email protected]‐429‐6526
BrandAmplitude,LLCAllRightsReserved2009
ToLearnMore….
415‐810‐8268
Contacts:
13
