25-06-2012, 12:02 PM
Brand Building and Management
Brand Building and Management.ppt (Size: 2.48 MB / Downloads: 49)
Brand Audit
Brand Audit is
designed to put into words
the actual experience of a brand
in the life of the user
Mind Mapping Technique
Good technique to make connections and evoke associations
Start with a major idea and work outwards in all directions
The more visual the better
Connection Triangle
The nature of the product itself
taste, texture, smell, size, heritage, complexity, cost
Is it distinctive? Is it liked by the consumer?
How can it be recast into a consumer benefit?
Primary Perceived Benefits: User
A more efficient locking system
“I am assured that all locking is done once I press the remote button”
“Even if I am careless, I am still assured that the locking has been done
A ‘Done’ thing
“I have seen it on many cars”
“like an audio system, got to have it”
Secondary Benefits: User
Scaring the burglars: A mixed bag
“The burglar alarms can scare a burglar but is also a nuisance, since it goes on its own a couple of times”
Showing Off
“My young brother simply loves pressing the remote buttons. He loves showing off almost as if he is a James Bond. You should look at the tesshan(style)”
Evaluating Advertising
After the Creative Black Hole
How do you evaluate a creative product: The TV Ad, Sales Promo, Internet Banner, Direct Mailer?
How do you ensure that both you and the creative agency have done a good job?