MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Student Questions     
 
This question has been closed, and points have been awarded.
How Do You Create A Brand Platform?
Posted By: jothygeorge* on 11/1/2004 5:52 AM (CST) 250 Points
what all are considered when creating a brand platform for a company?

Posted by: Peter (henna gaijin) Accepted Answer
11/1/2004 12:27 PM (CST)
This article (http://www.marketingprofs.com/Tutorials/brandplatform.asp) on MarketingProfs provides a pretty good background on this subject.
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
11/2/2004 1:40 AM (CST)
Well to create a Brand platform you need to determine as to what you will want people to think when you mention your company name. Like when you say Intel people think processors. When you say Pepsi people think of a refreshing cola drink or fizz drink.
If you have a good brand platform then it helps in making sales calls, closing sales, etc.
When creating a brand you must think about your long term plan rather than short term plan because Brand is something that usually has a long life cycle. Your brand should tell people about what you plan to do in the future rather than what you can do now.
If you have enough resources then where and how you appear also helps in determining a Brand. If the news of your Brand is very prominently placed and you appear in exclusive placing then people regard Brand to be a big brand and would be attracted to it.
Hope that helps
Regards,
Sanjeev
 
Posted by: SteveByrneBranding Accepted Answer
11/4/2004 1:14 PM (CST)
Follow link graphically shows steps for brand platform creation

http://www.brandhouse.com/Web/EN/Capabilities/Brand+Platform


also related article:
Knowledge-to-Knowledge: New Brand Platform

http://www.clickz.com/experts/brand/brand/article.php/821791


best of luck,

- Steve
 
Posted by: jose04 Accepted Answer
11/7/2004 1:51 PM (CST)
Hello jothygeorge

You need to look into many issues including:

Name
History of company
Mission statements
Product range
CUstomer experiences database
Sales force competence
The morale of the employees
The Techno orientation of the firm
Effectiveness as a work ethic for the firm (Product, Cost and availability levels)
Oppenness of company leaders to change processess.
Pro-customer orientation of the firm

These are some of the top of the mind issues related to a brand platform for any futuristic product, and the company which backs it.

Hope these thoughts help!!

All the best!
 
Posted by: Mushfique Manzoor Accepted Answer
11/7/2004 11:39 PM (CST)
Hi there

When you see/touch/use/come in contact with a brand you develop certain perceptions. This perception of yours was thought about well before you even came in touch with the brand and the brand was communicated in such a way that you develop your that perception.

to create a brand platform you actually ensure that the perceptions consumers make are exactly what you want them to make. Brand Platform is actually creating consumers perceptions in your desired way. you develop brand platform by taking into account the following as Every brand, even corportate brands has them.

1. Core brand Benefits: What does the brand first ring in peoples mind, what benefits consumers get from the brand when they use or come in contact with the brand.

2. Brand personality: What the brand stands for, what are its personal characteristics (had it been a person)

3. Brand Association: what are the attributes that are associated with the brand.

You determine answer to all the above factors before consumers even get to know them. Once you determine what you want the consumers to perceive of your brand in respect of the above mentioned factors then your on the path of developing a brand platform.

hope this helps.

cheers!!
 
Posted by: thinkmor Accepted Answer
11/11/2004 12:17 PM (CST)
Hi Jothy

Strategically as alot of the tactics have been covered, The brand platform should be:

1) Easy to understand

2) Consistent across all brand touch points

3) Differentiated enough to emotionally capture your target audience's attention.

4) Getting the best creative minds to do your advertising

Try these additional resources :

http://www.brandchannel.com

http://www.allaboutbranding.com

http://www.buildingbrands.com

http://www.prophet.com

Hope this helps.

Zahid Adil
 
Posted by: mjcmjc* Accepted Answer
11/11/2004 3:03 PM (CST)
Hey, Jothy!

Zahid makes an important point about Brand Platforms. The key word is "Platform". Successful brands are formed when your message is communicated in the same manner across ALL media touchpoints - same type fonts and color palette, consistent content, etc. This is called "integrated marketing" and in the old days (never mind how old!) was referred to as "One sight, One sound, One sell". This method ensures that the consumer doesn't get mixed messages and is able to form a single, consistent perception of your brand (hopefully, the one you want him to get).

It's important also to note that, in the case of a new brand, some manufacturers will target well-defined smaller markets to test a number of different approaches to see what consumers respond to before rolling out their brand on a national level.

Good Luck!

MJ
 
Posted by: Val (Moderator)* Moderator Response
11/12/2004 7:25 PM (CST)
Hello all. I am closing this question since it's more than 10 days old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Student Questions)
W.M.M.A. (28840)
Carl Crawford (22363)
wnelson (20398)
Puru Gupta (19298)
Peter (henna gaijin) (18747)
mgoodman (15744)
Jay Hamilton-Roth (13995)
thinkmor (10987)
ASVP/ChrisB (10031)
Gary Bloomer (9758)
mbarber (9061)
Pepper Blue (8859)
SRyan ;] (8165)
Sanjeev Kumar Vyas (7310)
stevea (6301)
jose04 (5994)
NoStressXpress (5284)
bennydunreallycare (5043)
michael (5010)
bobhogg (4824)
MANSING (4819)
Michele (4712)
SteveByrneBranding (4652)
sham (4488)
telemoxie (4315)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.