Brand model development

Key Questions

What is the core strength of the brand? How can main benefits and facets be verbalized and supported through compelling reasons to believe?

 

Steps

  • Gain an understanding of the key strengths of the brand in terms of the competitive environment and consumer demands
  • Define the brand core – its main focus and positioning statement
  • Verbalize the main values / benefits as well as the supporting features of the brand
  • Support the defined statements through functional and emotional reasons to believe
  • Summarize all concepts in a concise brand model that can be easily measured for brand tracking purposes

 

Results

  • Concise, targeted brand model as the foundation for integrated and consistent communication across all channels

 

Brand model

Brand model development – Brand model

 

Development of a strategic brand model

Brand model development – Development of a strategic brand model