04. brand visioning

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),

FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),

MSLIM

Factors enhancing brand visioningUnderstanding a Brands Vision

� A dream of a brand

� A brand vision provides a sense of direction

� Brand visioning is all about considering how a brand could benefit its

stake holders over along time horizonstake holders over along time horizon

� Characteristic of a successful brand is having a strong leader with a clear

vision

• Bill Gates – Microsoft

• Virgin – Richard Branson

• MAS – Dian Gomez

2AOT - www.tharakadias.com


Brand vision is encapsulated with

three main components1. Values – The accepted characteristics

2. Desired future environment – How the

world will be a better place as a

consequence of the brandconsequence of the brand

3. Brand purpose – The whole objective of the

brand


Envision future: Lets strive to have bigger national parks of outstanding beauty and smaller parking places

Purpose: by respecting each other and smiling more, roads and the world they smiling more, roads and the world they connected will be more enjoyable

Values: escapism, individualism, excitement and energy


If a brand needs to be successful, it is important to have stretched brand

vision for at least for the next 10years

Coca Cola.

Audi Car




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� Re-conceiving the product/ service through

� Radically improving value equation –HP printers to lazar jet

� Separating function and form

� Achieving joy in use –KFC using double décor bus

� Re defining market space through

� Increasing accessibility – ex: 24 hrs banking via internet – HSBC

� Striving for individuality; Mass customization – Levis jeans, Toyota� Striving for individuality; Mass customization – Levis jeans, Toyota

� Re-Drawing the Industry boundaries through

� Driving convergence –

1. Automobile dealer offering leasing facility

2. Grocery stores offering financial services or credit facilities. Cargill's loyalty/credit cards


Brand purpose reflects on the whole reason for the

brands existence.

� Johnsons & Johnson – To alleviate pain & disease

� Walt Disney – To make people happyWalt Disney – To make people happy

� Nike – To experience the emotion of competing,

winning and crushing competitors.

� BBC – To educate, inform and entertain



A Brand is considered as a collection of values. Any

successful brand would have and should have a collective

values. � Caltex- 5 stars of Caltex represents five different values

� GSK – Innovation, ethical� GSK – Innovation, ethical

� Land Rover – Individualism, authenticity, freedom

� Virgin – Quality, innovation, value for money, fun, sense of challenge.

For effective branding there should be low number of values underpinning

the brand.


� Values drive behavior – Internal perspective cluster of values

results in specific behavior . Ex – Red Cross, they have 3 core

values – humanity, unity, independence.

� Value relate to particular trait – thus customers choose

brands that reflects the desired personality of the user. Ex –

Nike

Identifying the core values, helps an organizations to clearly � Identifying the core values, helps an organizations to clearly

differentiate the brand

Ex- Nike � Authenticity – being real in the eyes of athletes

� Inspirational – through emotional and passion for sport

� Courage – convection to stand by beliefs


Core vs. Peripheral values

� Core value of a brand

Values that the brand will always stick to at any given

situation and this will remain as the central most important

character. ( Ex: Land rover – individuality, authenticity and character. ( Ex: Land rover – individuality, authenticity and

freedom)

� Peripheral values

These are secondary values that are less important to the

brand (Ex: color, shape, size which are based on changing

competitor environment)



� Listen to our customers

� Respect our customers

� Love our People

� Keep It up!


� The brand, representing a cluster of values, is ideally placed symbiotically to give meaning to employees and customers, to give staff a common cause, to provide them a meaning to come to work, to motivate them, and to gain commitment. come to work, to motivate them, and to gain commitment.

“apple is all about people who think out of the box”


By standers

Champions

Intellectual buy in

H

Weak linksLoose

cannons

Intellectual buy in

Emotional buy in

H

L

L


� Champions – Staff with high intellectual buy in and high

emotional buy in

� Loose cannons – Staff who emotionally committed to

achieve the goals of the organization, yet do not understand

what the goals are.what the goals are.

� By standers – Knows what needs to be done yet they are less

committed to achieve these goals

� Weak links – They neither has the emotional commitment

nor the understanding of the firms goal. They are serious

problem for any organization.


� It provides a richer array of ideas

� It makes staff more aware of the challenges and

opportunities for the future

� It helps all employees better to understand the � It helps all employees better to understand the

resulting vision

� It encourages staff commitment if their ideas are

seen to be taken seriously

� It provides a stronger culture bond


Direction

• Proper sense of direction

• Sense of direction stems from the vision

• A vision is a dream

Vision

• A vision is a dream

• A dream helps the brand to answer the question of “what do we want to be”

• Clear vision sets the guidelines for proper marketing audit, SMART objective setting, appropriate strategy development and implementation .

Mission

• A vision is a vague statement , but a mission is a well documented statement.

• A good mission stems from a clear vision

• A good mission statement is the starting point both for corporate and marketing and brand planning.



� What are the components of Brand

Vision? Illustrated using examples of

your Choice?your Choice?


� Brand Values

Land Rover- Freedom, authenticity, individualism

� Brand Purpose

Disney – To make people happy

Desired Future Environment� Desired Future Environment

Striving for individualism – Levis, HSBC


Thank you

Thank you


Documents

04. brand visioning