Branding 2.0

1 Brand Personality Statement: Artilicht*

MARCA =

PERSONA

Comptetencia:

Sinceridad: Sofisticación:

“Excitement”: “Ruggetness”:

KnowKnow

…

Developing Brand Strategy Brand Positioning

BelieveBelieve

…

DoDo

…

FeelFeel

…

2 Brand Personality Statement: Artilicht*

Edad: Sexo: Raza: ?

Brand Name

Rasgos de NSE: Personalidad:

Defectos: Atributos / Cualidades:

Forma que se relaciona:

AttributesAttributes

…

…

…

Developing Brand Strategy Brand Positioning

ConsequencesConsequences

…

…

…

Emotional / BenefitsEmotional / Benefits

…

…

…

Brand value EquationBrand value Equation

Funtional benefit…

Emotional benefit…

Perceived value for money…

PositioningPositioning

…

Objective differentiation criteriaObjective differentiation criteriavs. competitionvs. competition

…

Unique selling propositionUnique selling proposition

…

Key communication messagesKey communication messages

…

Developing Brand Strategy Product Positioning

Marketing Objectives / Business Marketing Objectives / Business GainGain

…

Developing Brand Strategy Brand Positioning

Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)

K …

B …

D …

F …

Marketing Mix ActivitiesMarketing Mix Activities

Increase Know & Believe………

Increase Do & Feel………

Cus

tom

er g

roup

:___

____

____

_

Marketing Objectives / Business Marketing Objectives / Business GainGain

…

Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)

K …

B …

D …

F …

Marketing Mix ActivitiesMarketing Mix Activities

Increase Know & Believe………

Increase Do & Feel………

Cus

tom

er g

roup

:___

____

____

_