Stage 4 - New Brand Strength
We expect the brand strength to improve significantly externally in terms of presence and understanding. Internally, protection of the brand will increase. This will lead to a better discount rate of 6.09%.
Internal Factors
Clarity: Clarity internally about what the brand stands for in terms of its values, positioning, and proposition. Clarity too about target audiences, customer insights, and drivers. Because so much hinges on this, it is vital that these are articulated internally and shared across the organization.
Commitment: Internal commitment to brand, and a belief internally in the importance of the brand. The extent to which the brand receives support in terms of time, influence, and investment.
Responsiveness: The ability to respond to market changes, challenges, and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.
Protection: How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or designm scale or geogrpahical spread.
Commitment: Internal commitment to brand, and a belief internally in the importance of the brand. The extent to which the brand receives support in terms of time, influence, and investment.
Responsiveness: The ability to respond to market changes, challenges, and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.
Protection: How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or designm scale or geogrpahical spread.
External Factors
Relevance: The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.
Authenticity: The brand is soundly based on an internal truth and capability. It has a defined heritage and a well-grounded value set. It can deliver against the (high) expectations that customers have of it.
Differentiation: The degree to which customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition.
Consistent: The degree to which a brand is experienced without fail across all toughpoints or formats.
Presence: The degree to which a brand feels omnipresence and is talked about positively by consumers, customers, and opinion formers in both traditional and social media.
Understanding: The brand is not only recognized by consumers, but there is also an in-depth knowledge and understanding of its distinctive qualities and characteristics. (Where relevant, this will extend to consumer understanding of the company that owns the brand).
Authenticity: The brand is soundly based on an internal truth and capability. It has a defined heritage and a well-grounded value set. It can deliver against the (high) expectations that customers have of it.
Differentiation: The degree to which customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition.
Consistent: The degree to which a brand is experienced without fail across all toughpoints or formats.
Presence: The degree to which a brand feels omnipresence and is talked about positively by consumers, customers, and opinion formers in both traditional and social media.
Understanding: The brand is not only recognized by consumers, but there is also an in-depth knowledge and understanding of its distinctive qualities and characteristics. (Where relevant, this will extend to consumer understanding of the company that owns the brand).
vs.
OLD BRAND STRENGTHS
OLD BRAND STRENGTHS