Strategic Brand: Objective
This pill aims to approach branding at a strategic level by focusing on two critical dimensions of branding: Brand Positioning and Brand Architecture. In the lecture, we introduce Brand Positioning by focusing on the Brand Key Model, one of the most helpful frameworks for analyzing and building positioning statements. Moreover, we present the Brand Architecture framework by providing the pros and cons of each model’s archetypes.
Strategic Brand: Examples
In the pill, we analyze some real-life examples and look at how brands leverage each of the components in real life. This allows us to understand the real-life consequences of our choices in modeling and keeps the focus very practical.
- What is a brand? Definitions and Examples
- Brand Architecture: archetypes (e.g., Branded House, Umbrella Brand, Endorser Brand, House of Brands). Examples of archetypes and mixed architectures
- Brand Positioning: presentation of the Brand Key Model, by component including Brand Roots, Competitor Analysis, Consumer and Customer Insights, Benefits and RTBs, Values, DNA, Personality, Discriminator, and Essence
Strong brands consistently outperform the market. The world’s 40 strongest brands beat all other brands by 2x in the past 20 years.