4. 1. Vision (phase 1)
“What will happen in the future that our
company can play a role in, based on what our
company has been doing on a higher / more
abstract level* and in line with our future goals”
* This will be explained in an example by
5. 2. Mission
“How can our company benefit from this future
development in this particular market based
upon the competence and capabilities we have
build up in the past?”
11. 4. Corporate Brand
1. Brand Reputation (historical position)
2. Brand Image (aspired position)
3. Brand Identity (start position)
1. Competences and skills (what do we do best?)
2. Values (what is important to us?)
3. Culture (how do we get things done?)
12. 4.1 Brand Reputation
Reputation is build up and influenced by:
Vision & leadership (government & industry)
Social responsibility (public opinion)
Products & Services (clients, consumers & press)
Financial performance (stockholders)
Workplace environment (staff)
Emotional appeal (consumers – 50%)
Note: Different stakeholders value different influences
14. 4.3 Brand Identity
1. Competences and skills (what de we do best?)
2. Values (what is important to us?)
3. Culture (how do we get things done?)
15. 4.3.1 Brand Identity - Competences
What do we do best* ?
1. …
2. …
3. …
* There has to be something you do better than current or future competitors.
This will be your new business driver e.g. Bic
16. 4.3.2 Brand Identity - Values
What is important to us?
1. …
2. …
3. …
4. …
5. …
Future staff will be selected on basis of these values
17. 4.3.3 Brand Identity - Culture
How do we get things done?
1. …
2. …
3. …
Internal behavior amongst employees and external towards key stakeholders
18. 4.3 Brand Identity
What is our Brand Personality?
Superman
Batman
Robin
Spiderman
The Joker
…
19. 5. Brand Positioning
How are we Relevant for our target group
Who are our main stakeholders?
What are the consumer insights?
Which are their needs and motivations ?
How are we Discriminating versus our competition
What do we do better or different than competitors?
How can we be outstanding in our proposition?
20. 6. Proposition (phase 2)
Based on relevance, what can we offer in terms of:
1. Product / Service
2. Price
3. Place (distribution)
4. Process (methods)
5. Promotion (image)
6. Planning (when will smart goals be achieved)
7. Personal (staff)