Power Brands

Overview

Definition of a Power Brand

A power brand identifies a company, product or service and has high awareness and recall with customers and is associated with a very successful global company’s.

Advantages of Power Brands •  Improved perceptions of

product performance •  Greater loyalty •  Less vulnerability to

competitive marketing actions

•  Less vulnerability to crises

•  Larger margins •  More inelastic consumer

response •  Greater trade cooperation •  Increased marketing

communications effectiveness

•  Possible licensing opportunities

Power Brands

Power Brands

•  Assessing BRAND POWER

Power Brands

Source: Interbrand

BRAND DEPTH

BRAND WEIGHT

BRAND LENGTH BRAND BREADTH POWER

The influence or dominance that a brand has over its category or market (more than just market share)

•  Assessing BRAND POWER

Power Brands

Source: Interbrand

BRAND WEIGHT

The stretch or extension that the brand has achieved in the past or is likely to achieve in the future (especially outside its original category)

•  Assessing BRAND POWER

Power Brands

Source: Interbrand

BRAND LENGTH

The breadth of franchise that the brand has achieved both in terms of age spread, consumer types and international appeal

•  Assessing BRAND POWER

Power Brands

Source: Interbrand

BRAND BREADTH

•  Assessing BRAND POWER

Power Brands

Source: Interbrand

BRAND DEPTH

The degree of commitment that the brand has achieved among its customer base and beyond. The proximity, the intimacy and the loyalty felt for the brand.

•  Assessing BRAND POWER

Power Brands

Source: Interbrand

BRAND DEPTH

BRAND WEIGHT

BRAND LENGTH BRAND BREADTH POWER

Brand Vision

To build successful brands while your competitors turn their brands into commodities start with a five-step process

Kevin Clancy, Copernicus, Counter Intuitive

Brand Building

•  Kevin Clancy Copernicus’s 5 Step Process

Inspirational Vision

Transform- ational

Strategy

Model-Based Marketing Planning

Obsessive Implement-

ation

Diagnostic Metrics

Source: Kevin Clancy, Copernicus, Counter Intuitive

Brand Vision MUST BE: So big, so bold and so audacious that

expressing it – never mind executing it – has a transformational effect. You start to become what you want to be. The dream and the reality fuse.

Source: Kevin Clancy, Copernicus, Counter Intuitive

i.e. YOU NEED A BIG HAIRY VISION

Brand Vision Checklist ü  Inspirational & uplifting; it moves people ü  Exciting; it gets the blood pumping ü  Aspirational; it is barely attainable ü Readable; it is clearly communicated ü Unique/special/different ü  Very specific, not general ü Connotes superiority or domination ü  Bold and brash; it oozes with confidence ü Causes people to want to invest in/work for the

company or buy the company’s products ü  Transformational, revolutionary, not evolutionary

Brand Vision

•  Let’s review some published vision statements

• Assign them a college grade from 0 to 100.

Kevin Clancy, Copernicus, Counter Intuitive

Brand Vision

A beverage company “We exist to create value for our shareholders

on a long-term basis by building a business that enhances the company’s trademarks.”

Kevin Clancy, Copernicus, Counter Intuitive

Grade = 63

•  Allow Consumers to clearly identify and specify products which genuinely offer added value.

•  Deep respect for the way products fit into consumer’s lives = “core” of success

•  Consumer Relationship = Loyalty

•  Social Changes in their favor

POWER BRANDS

Brand Vision

A beverage experience company “To have bigger brand awareness then

Coca-Cola.”

Source: David Sutton, Zyman Marketing

Big Hairy Audacious Goal

Brand Vision

A technology company “To eclipse IBM as the #1 technology

company in the world.”

Kevin Clancy, Copernicus, Counter Intuitive

Grade = 91

Brand Vision

A gasoline company “We will become the dominant brand in the

service station industry and beyond – with the friendliest, fastest, cleanest stations everywhere – one of the most admired brands on the planet.”

Kevin Clancy, Copernicus, Counter Intuitive

Grade = 96

Top Brands 2010

Nine ways to manage your brand as an asset

1.  Formally link business and brand strategy

2.  Create a unique and relevant Brand Identity

3.  Create a clear and distinct Positioning

4.  Extend your brand strategically

5.  Build a strategic Brand Architecture

6.  Evaluate and align touch points

7.  Consistently deliver on your Brand Contract

8.  Practice effective global brand management

9.  Set the organization up for success

You are welcome to contact Nigel Bairstow at B2B Whiteboard your source of B2B Asia / Pacific marketing advice http://www.linkedin.com/pub/nigel-bairstow/6/41b/726 http://www.b2b.whiteboard.com

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