Professional Documents
Culture Documents
COMPANY VIEW
HIGH LEVEL STRATEGIC ALIGNMENT
Component
Corporate
Strategic
Alignment
Description
Question Answered
Are we aligned in
terms of resources and
direction with the
overall corporate
direction?
Factors
Vision
Mission
Business
Sustainability
Brand Strategy
Marketing
Objectives
Implications
COMPETITION
Component
Competition
Description
Identifies those firms
which offer brands
similar to ours in the
eyes of the customer.
Question Answered
How do our brands
compare to our
competitors?
What is the potential
for competitive
differentiation?
Factors
Brand
Architecture
Brands
Differentiation
Market
Personality
Positioning
Segments
Implications
BRAND
Component
Description
Question Answered
Factors
Brand
Architecture
Brand Strategy
Brand Role
Touch Points
Implications
Brand House
House of Brands
Uncoordinated architecture is an
indication that some of the brands
may not be properly supported
Cash Cow
Corporate
Distinguisher
Fighter
Flagship
Strategic
Co-Driver
Driver
Endorser
Extension
Ingredient
Sub Brand
Channel
Communications
Customer Service
Logo
Packaging
Price
Product
Website
MARKET
Component
Description
Question Answered
Customer
Market
Factors
Segmentation
Target
Identifies which
customers to focus on
within the market
segments.
What customers
represent the most
value for the brand?
Implications
Accessible
Buying Practices
Identified
Maturity Level
Profiled
Sufficient
Trends
Beahvioural
Demographic
Geographic
Interest based
Psychographic
Concentrated
Differentiated
Undifferentiated
Linked to
positioning
statement
Content
Creation
Strategy
Governance
Publication
MEASURMENT
Component
Metrics
Description
Question Answered
Measures used to
evaluate the
effectiveness of current
brand strategy.
Factors
Image
Impact
Market Share
Profitability
Revenue
Implications
CUSTOMER VIEW
Component
Personality
Decision
Criteria
Description
Identifies the
characteristics
associated with the
brand.
Question Answered
How does the
customer view the
brand?
Factors
Competence
Excitement
Ruggedness
Sincerity
Sophistication
(Based Aaker Model)
Competitive
Differentiation
Implications
Convenience
Emotional
Functional
Price
Valuable
Rare
Imitatible
Organized
(VRIO Model)
Brand Fit
Credibility
Customer
Relevance
Sustainability
Uniqueness
Brand links
shared
Content preferred
Positioning
Describes where we
want the brand to be in
the minds of the
customer.
Influencers
Communities
Content preferred
Equity
Brand Imagery
Brand
Performance
Customer
Feelings
Customer
Judgment
Prominence
Resonance