BRANDING AND IDENTITY

MANAGEMENT TOOLS
BRANDING
BRANDING
 VALUES OF A BRAND, BY INTERBRAN

01 02 03
Financial analysis Role of the brand Brand strengths
→profit brand →an estimate of → internal and
gives to the how important the external.
organization. brand alone is to
purchase.
BRAND STRENGTHS

❖ ❑
❖ ❑
❖ ❑
❖ ❑
❑
❑
 Core of the brand → Brand personality.

Visual expression.

BRANDING
FRAMEWORK
Verbal expression.
FOR NONPROFIT
ORGANIZATIONS

Word of phrases.

Consistency
 DRIVERS OF IDENTITY MANAGEMENT
CHAPTER 8

Change in New products

Low loyalty or Outdated Inconsistent
corporate and product
losing share image image
structure extensions

New Changing Entry into new Greater

competitors customers markets resources
 Brand Expression

BRAND Meaningful

DESIGN

Visual
MODEL Consumer

Verbal
Wording Story Symbolizing
CHAPTER 9
Relevant value
 Smell

5-D BRAND
SENSOGRAM
CHAPTER 10

Taste Touch

Sound Sight
 BRAND PORTFOLIO MOLECULE
CHAPTER 11

Support
brand

Strategic
brand

Lead Brand
Strategic
brand
Support
brand

Support
Support Support
brand
brand brand
 Evaluation Characteristics Yes/
1-10 No
Brand exceeds at delivering the benefits customers
truly desire.
Brand stays relevant.
Pricing strategy is based on customers’ perception of
value.
BRAND Brand is properly positioned.

REPORT CARD Brand is consistent.

CHAPTER 12 Brand portfolio and hierarchy make sense.

Brand makes use of and coordinates a full repertoire
of marketing activities to build equity.
Brand’s managers understand what the brand means
to customers.
Brand is given proper support and that support is
sustained over the long run.
The organization monitors sources of brand equity.
BRAND STRETCH ? ?
SPECTRUM
CHAPTER 13

? ?

Indirect Stretch
? ? Extension

Direct Stretch
Extension
Core Range
Extension
BIBLIOGRAPHY
