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Summary: Building Strong Brands – David Aaker

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  • Klavdia Ilyinaцитирует6 лет назад
    A sub-brand simply distinguishes part of a product line. Good sub-brands add value by:
    Describing a key feature, a target segment or a function.
    Clarifying the niche being targeted by a product.
    Creating associations for new product lines.
    Exploiting emerging opportunities cost-effectively.
    Facilitating vertical and horizontal market extensions.
  • Klavdia Ilyinaцитирует6 лет назад
    The value of a change always needs to be balanced with the value of consistency and the power of a hard-earned heritage.”
  • Klavdia Ilyinaцитирует6 лет назад
    How can a brand evolve without losing existing value?

    By introducing updated symbols with the same meanings.
    By shortening or clarifying the brand name.
    By updating a slogan while remaining consistent.
    By introducing new products in its specialist field.
    By adding extended dimensions and elements to the brand.
    By adding new emotional benefits.
    Through using sub-brands or co-branding arrangements.
    By providing links back to essential heritage elements.
  • Klavdia Ilyinaцитирует6 лет назад
    point of differentiation should be unique, compelling and something that resonates with consumers.
  • Klavdia Ilyinaцитирует6 лет назад
    . Active communication objectives may include:
    Adding to the brand, so as to broaden its target audience.
    Reinforcing and exploiting the current brand image.
    Specifying what the brand is not.
  • Klavdia Ilyinaцитирует6 лет назад
    A brand’s positioning statement should target a specific audience rather than the faceless masses. This may even be refined to specify a target and secondary target audience – ensuring communications appealing to the target audience do not unintentionally antagonize a second target audience.
  • Klavdia Ilyinaцитирует6 лет назад
    Positioning is the sum total of five characteristics:

    It ties in with the product’s value proposition.
    It is specific to a target audience.
    It is actively communicated.
    It demonstrates a distinctive competitive advantage.
    It is feasible and realistic.
  • Klavdia Ilyinaцитирует6 лет назад
    If a brand can dominate a key functional user benefit, it can dominate that product category.
  • Klavdia Ilyinaцитирует6 лет назад
    Brand identity is built on the foundation of the value proposition – what the product offers and how well it delivers on that promise.
  • anellejцитирует7 лет назад
    Self-expressive benefits
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