Question

Topic: Branding

Branding Strategy - How To Go About It

Posted by Anonymous on 2/4/2004 at 12:02 AM ET 25 Points
Hi Marketing Experts,

I just joint in this organization and my superior threw me an important assignment to complete. The assignment was writing a Brand Strategy. I have little knowledge on Marketing as I am new to this field. Although I studied Strategic Marketing paper before but I still have difficulties when come to application of knowledge.

My questions are :-

1. How do we create a strategy that suit to a particular industry or organization. (FYI, I am working in Furniture manufacturing industry)

2. What is the brand's positioning statement? Do we simply write the intended market to position our product or we need to elaborate further than that?

3. What will be the best way to embark on the brand's market in terms of Distribution Channel, Pricing Strategy and Consumer Demographic Profile. Would appreciate someone could give a outline on what shall we write on these.

4. Do we need to write long paragraph for Brand vision? My understanding for vision is something short and precise, how about brand vision then?

I hope someone could help me with these problem to let me have a kick off for my assignment.

Thank you in advance.

Best regards,
Gilbert

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RESPONSES

  • Posted by Blaine Wilkerson on 2/4/2004 at 12:31 AM Accepted
    As I advised another member with a similar question:

    I like https://www.brandchannel.com . Click on "directory" to get a nice list of resourses.

    Another quantitative search tool is:

    https://www.searchengineformarketers.com.

    It has links to almost every aspect of marketing you can imagine.

    Good Luck!
  • Posted by ReadCopy on 2/4/2004 at 2:28 AM Accepted
    Not sure if it helps, but this is whats important when it comes to branding:

    Top management MUST support any branding issues is the branding is to succeed.

    Internal brand building is essential to external brand building.

    Front line employees are key to a brand’s success.

    The corporate culture must reinforce the brand essence, promise and personality.

    A brand must stand for something. If you purely promote a brand and put no organisational delivery behind it, it WILL fail.

    The brand and its products and services must exceed customer expectations.

    Brand building begins with awareness.

    Profound customer knowledge is essential to building winning brands.

    Brands are personifications of organisations, products, services and experiences and they are the source of relationships.

    A brand should evoke emotions and create sensory experiences.

    A brand should exhibit admirable human qualities. We all act much better towards things that exhibit human qualities

    Constant product and service innovation build strong brands.

    A brand should strive to create a sense of community.
    Co-creating a brand with its customers will help the brand continue to thrive.

  • Posted by ReadCopy on 2/4/2004 at 2:34 AM Accepted
    As for writing a document, if you exisiting company mission or strategy enables the points above, you are well on your way.

    The next stage is to get the buy-in of your senior management, and work with them to impliment their own departmental policies that back up the company mission and values, as well as the principles above.

    I recoignise it isn't easy .... there are (hardly) any shortcuts to having a great brand.

    ps. VALUES: Your right, you just need 5-6 guiding principles by which to run the business, and these usually centre around (the customer, working as a team, being effecient etc)
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