Document presents branding building strategies firms xcan use to build their business

1. Dominant Brand Building Strategies Mike Colucci Mike Colucci - Copyright April 2009

3. Evolving Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND Better (Functional) Products/Services or Reputation Better Imagery, Reputation Perceptions, Associations Better End-to-End Experience (from purchase to consumption) A Utility Brand Mike Colucci - Copyright

4. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, barriers to entry discourage competition Better Imagery and Intangible Perceptions and Associations (Adopt this strategy if you lost your competitive, differentiating functional advantage) Better End-to-End Experience (from purchase to consumption) A Functional Brand Evolving Mike Colucci - Copyright

5. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, category becomes supply-driven Better (Functional) Products/Services (Adopt this strategy if you gain a competitive, differentiating functional advantage) Better End-to-End Experience (from purchase to consumption) An Image Brand Evolving Mike Colucci - Copyright

6. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, category becomes supply-driven Compete on Better (Functional) Products/Services (Adopt this strategy if you gain a competitive, differentiating functional advantage) Compete on Better Imagery, Perceptions and Associations (Adopt this strategy if you can no longer compete on an end-to-end client experience but have a good image/reputation that can set you apart) Evolving An Experience Brand Mike Colucci - Copyright