Marka Danışmanlığı

MARKA

MARKA KONUMLAMA

Güçlü ve korunabilir bir marka konumu yaratmak, yirmi birinci yüzyıl işletmeleri için hayatta kalma ya da kalmama kararı olabilir. Buna rağmen birçok şirket marka girişimlerini sadece iletişim kanalları ile kısıtlamakta ya da tüm halkla ilişkiler aktivitelerini genel iş stratejileri ile bütünleştirmekte zorlanmaktadır.

Cirit Yazılım, marka stratejisi etkilerini maksimize edebilmeniz için markanız, iletişim aktiviteleriniz ve genel iş akışlarınızı bütünleştirme konusunda size yardımcı olacak bir danışmanlık hizmeti sağlar.

Marka konumlama danışmanlığı hizmetimiz ile müşteri markalarımızı, rekabet ortamı çeşitlendirme ve müşteri ilgisini maksimize etme sonuçlarını doğuracak pozisyon tanımlama, ayırt edicilik ve konumlama hizmeti ile destekliyoruz. Bu süreçler sonucu iletişim hedefleri, stratejileri ve planlarını belirginleştirecek marka aksiyon planınızı yaratıyoruz.

Marka Konumlama Sorunları

• Şu anki marka imajı nedir? Hangi “boş alan” konumlama fırsatları mevcut?
• Hedef kitleyi yöneten hangi rasyonel ya da duygusal karar mekanizmaları rağbet görüyor?
• Rakipler nasıl konumlanmış? Hangi boş alan konumlama fırsatları mevcut?
• Marka stratejisi, yaratıcı bilgilendirme, iletişim planları ve temas stratejisini içeren Marka Aksiyon planına nasıl dönüşecek?
• Marka performansını zaman içinde nasıl takip etmeli ve ölçmeliyiz?

Yaklaşım

• Markanın mevcut imajını ve potansiyel kimlik ve pozisyonlama platformlarını tespit etmesi için bir marka denetçisi göreve atanır.
• FMüşteri taleplerini karşılamak için potansiyel fayda-tabanlı idealleştirilmiş çözümler hazırlanır.
• Marka danışmanımız sonrasında, müşteriler ile gerçek zamanlı temaslar sonucu, ilgi ve farklılaşmayı maksimize edecek alternatif konumlama konseptleri geliştirir.
• Nihai aşama olarak da tüm ekibimiz, net ve spesifik aksiyonları içeren sonuç etkiyi yaratması için marka aksiyon planını yaratır.

Marka Konumlama Stratejisi

Marka konumlama, müşterilerinizin beyninde bulunmak istediğiniz, markanız akıllarına geldiğinde düşünmelerini istediğiniz faydaların olduğu, kavramsal bir yerdir. Etkili bir marka konumlama stratejisi sayesinde müşteri ilgisini ve rekabet ayırt ediciliği azami seviyelere taşınabilir.

Marka konumunu tanımlarken, aşağıdaki dört ana parçayı düşünmeniz gerekir:

• Referans kategori çerçevesi. Rekabet odaklı içerik nedir? Markanız hangi ürün kategorisi ile özdeşleştirilmelidir?
• Hedef pazar(lar)ın tanımlanması. Marka kimin için inşa ediliyor?
• Farklılaşmanın kilit unsuru nedir? Marka hangi faydalarla anılmalı ve hangi faydaları müşterilere teslim etmeli?
• İnanmak için neden(ler). Hangi ispat noktaları sunulmalı?

Konumlama bildirisini oluştururken, genelde aşağıdaki ifade çerçevesine başvurulur:

(Hedef kitle) için Ürün X, (sağlanan fayda) sağlayan tek (referans kategori)’dir, çünkü (inanmak için neden)

MArka Konumlama Stratejisi Hedefleri

Marka konumlamanın uygunluk, farklılaşma, kredibilite ve elde edilebilirlik gibi ana hedefleri aşağıda açıklanmıştır:

• Uygunluk birinci önceliktir. Müşteri markayı cazibeli bulmalıdır. Aksi halde, ne kadar farklılaşmış ya da güvenilir olursa olsun, müşterinin karar mekanizmasına dahil olamaz.
• Farklılaşma konumlama başarısının kritik ve ana etmenidir. Marka, rakip tekliflere karşı eşsiz olmalıdır.
• Güvenilirlik ve elde edilebilirlik nihai ölçüdür. Eğer teklifiniz ikna edici olmazsa müşteri boş bir vaat ile vazgeçecektir.

Marka konumlama stratejisini bu üç hedefin tamamını cevaplayacak şekilde oluşturmak kritik önem taşır. Çok uygun ama farklılaşamamış markalar bu yüzden metalaşma tehlikesi taşır. Benzer olarak, fazlaca farklılaşmış ama uygun gözükmeyen markalar niş konuma düşer.

MARKA

MARKA MİMARİSİ

What is brand architecture? Step back for a moment and look at your organization from the eyes of your customer. Is it clear how the various brand, product and service offerings fit together? Or is there an opportunity to improve the brand architecture to generate clarity, synergy and leverage? A strategic approach to portfolio management can help define how to structure the various brands and products to achieve these objectives.

Brand alignment with customer requirements is the key to effective brand management. Through our brand consulting services, EquiBrand works with companies to organize and manage their branded offerings, with the overall objective of maximizing strategic leverage and increasing the value of the brand portfolio.

Marka Mimarisi Sorunları

• What improvement opportunities within the current brand portfolio strategy and framework exist to better align with the marketplace?
• What types of brand development models should be considered? Should the company employ a masterbrand strategy or compete via individual brands and subbrands? Should a house of brands, branded house or hybrid approach be used?
• How many brands should be supported, and through what means? What strategic roles should each play and how should the brands work together as a team?
• Are there any gaps in the current product portfolio and how should these be addressed?
• How should a newly acquired brand be integrated into the existing brand portfolio?

Yaklaşım

• Establishing an effective brand and product portfolio begins with an understanding of the company’s overall business objectives and strategies
• From there, we establish the category framework and inventory the current brand images and interdependencies within the portfolio
• Brand portfolio principles and alternative models and frameworks are then defined and assessed by our brand portfolio consultants
• Finally, a brand naming decision tree is developed to inform corporate and product brand name selection
• Strategic work sessions are conducted to ensure the recommended brand portfolio meets the overall business objectives

Marma Mimarisi Strateji

Brand architecture is defined as the logical, strategic and relational structure for all brands in the portfolio. A key concept of brand architecture strategy is that customers relate to brands at different levels — for example, a corporate (or master brand), endorsed brands, product brands and product descriptors. This allows an organization to create a brand portfolio that appeals to distinct segments or needs states.

Here are a few examples:

• Coca Cola Company vs. Coke vs. Diet Coke vs. Diet Coke Caffeine-Free vs. PowerAde (from the Coca Cola Company)
• Apple vs. Mac vs. iPod vs. iPhone vs. iPad
• The Gap vs. Banana Republic vs. Old Navy vs. Athleta vs. Piperlime. Within the Gap exists Baby Gap, Gap Kids, and a host of individual product brands

The master brand will often carry emotional benefits, with endorser brands conveying rational benefits and target-specific relevance.

Brand Architecture Strategy Objectives

Three key objectives of brand architecture include clarity, synergy and leverage, as described here:

• Clarity. The brand architecture must promote clarity of offering both to the marketplace as well as to the internal organization. Key questions: Will customers understand their purchase and how it relates to other offerings? Are we consistent and fairly single minded in presenting the core focus and benefits of each brand area relative to another?
• Synergy. Brand architecture should allow the organization to deliver against a larger brand promise than any single brand could achieve. Key question: Have we created strategic linkage to provide incremental value (i.e., the idea of 1 + 1 = 3; Honda adds to Accord, Accord adds to Honda)?
• Leverage. A well-managed, strategic brand architecture should provide leverage for a company to extend its brands both horizontally and vertically to capture new customer segments and markets. Key question: Have we enabled brand extension or new brand creation opportunities given the vision for the brand?

Brand Architecture Issues and Considerations

A number of factors need to be considered in developing and evaluating alternatives. There is no one-size-fits all solution or magic formula for defining the appropriate brand architecture or brand portfolio structure. Brand architecture recommendations should be informed by the following three question areas:

• Financial resources. How many brands can the organization afford to support?
• Customer "bandwidth". How many brands can customers understand?
• Strategic decisions. Do special circumstances (partnerships, etc.) dictate tighter or looser brand linkages?

House of Brands vs. Brand House vs. The Right Answer

There has been a lot written about various brand architecture models, broadly ranging from a house of brands to a branded house approach. As defined, a house of brands contains an independent set of stand-alone brands each focusing on maximizing the impact on a particular market. Conversely, a branded house uses a single masterbrand to span a set of offerings operating with descriptive subbrands. Endorsed brands are often seen as fitting in between these two approaches, where a master brand is paired with a brand that is lower on the brand hierarchy (e.g., Honda Accord, Courtyard by Marriott, etc.). In practice, brand architecture development is not an either/or decision, and the full brand spectrum should be considered.

MARKA

MARKA GENİŞLETME

Brand extension — or brand stretch — is a means for companies to enter new categories with existing brands. It is based on the premise that brands are valuable assets that can and should be strategically and selectively extended.

When done effectively, brand extension should allow an organization to:

• Further strengthen and build the brand franchise
• Enhance the chance of success of new business development
• Reduce the cost of new business development

The benefits of brand leverage vs. new brand creation include immediate awareness, trust/comfort, accelerated trial, competitive insulation, distribution leverage, margin enhancement and spending efficiencies.

Marka Genişletme Sorunları

• What are the core and extended associations (e.g., attributes and benefits) of the parent brand, and are those associations meaningful in the new categories being considered?
• Can a relevant, differentiated and sustainable new product or service offering be developed within given time and resource requirements?
• What is the size, growth, and competitive intensity of the new category? Can core competencies be leveraged in a meaningful way?/li>

Yaklaşım

• Assess and confirm a brand’s equity, including its core and extended associations
• Inventory, assess and prioritize high potential growth categories
• Develop specific branded propositions within these areas of opportunities, including required equity bridges
• Develop specific branded propositions within these areas of opportunities, including required equity bridges
• Develop an entry strategy and plan, including make vs. buy decisions and portfolio management guidelines, resulting in new growth opportunity areas

MARKA

MARKA İSİMLENDİRME

A strong brand name is an imperative in today’s environment of fragmented media and fleeting messages. Names must work harder than ever to break through the clutter and set the brand up for market success.

EquiBrand has a proven track record as a brand naming consultantcy, developing powerful, memorable, and legally available brand names – names that capture both the brand promise and the hearts and minds of the target customer.

Marka İsimlendirme Sorunları

• What should the offering be named, and what should the name communicate? Are there unique product or service attributes, market-based metaphors or desired customer end-states that should underlie the name?
• How does the name comply with the overall company and brand architecture to improve clarity, synergy and leverage?
• Does the brand name pass required screens – across strategic fit, auditory appeal, linguistic, legal and website/URL availability?
• What is the naming and nomenclature system to align product and service offerings, both today and in the future?

Yaklaşım

• EquiBrand’s brand naming consulting process blends art with science, and begins with the development of a brand naming brief to drive the generative process around relevant insight areas
• Our creative team of copywriters, linguists, and brand naming consultant experts then develop a broad array of naming alternatives, using a variety of creative– and research–based techniques
• The name alternatives are then screened for strategic fit, auditory and linguistic appeal and trademark availability, to inform the recommended “short list” of names
• Creative concepts, including brand logos and website homepage designs, are often developed to help illustrate the full potential and select the new brand name

Marka Konumlama ve Marka Mimarisi are common inputs to brand naming, to ensure on-strategy development.

MARKA

MARKA KİMLİĞİ GELİŞTİRME

Great design brings a brand’s positioning to life. It drives customer relevance, competitive differentiation and internal alignment. EquiBrand’s creative team develops brand communication that speaks clearly and helps deliver on our clients’ business objectives.

Brand perceptions are created as much by what companies do as by what they say. EquiBrand offers branding identity services to help bring the brand to life across the entire spectrum of brand/customer interactions.

Branding identity services involve establishing specific branding plans, tactics and creative concepts to drive business growth. Whether this involves external communications or integration of internal initiatives, EquiBrand helps develop the optimal branding identity and can also assist with implementation. When evaluating brand strategy firms, consider the full range of capabilities offered.

Marka İsimlendirme Sorunları

• How does the brand strategic positioning translate into the brand identity, including the creative brief, messaging and media?
• What is required to fully execute against the brand, through awareness-building, customer acquisition and retention programs, including social media integration?
• How should resources be allocated across plan elements and marketing partners to maximize brand and business growth?
• What is required to ensure internal support and alignment with marketing strategy, from brand guidelines to organizational structure, to internal roll-out meetings?

Yaklaşım

• EquiBrand is equipped to work with existing client partners or through our own creative branding experts to implement plans and programs
• We have an extensive network of branding resource partners, across creative design, advertising, PR, website development and other services, to execute and deliver an integrated brand-customer experience
• This ensures a comprehensive set of services vs. those of other brand strategy firms

Marka Konumlama ve Marka Mimarisi are common inputs to brand identity, to ensure on-strategy development.

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MARKA ARAŞTIRMA

The majority of our branding consulting projects involve some form of market research or brand research as the basis for gaining deep customer insight. This ensures that client recommendations and plans are fact-based, grounded in the customers’ unique needs and in the realities of the business.

As a top tier brand strategy and brand research company, we have broad and deep expertise in formulating research plans, methods and surveys to obtain deep customer understanding.

Branding identity services involve establishing specific branding plans, tactics and creative concepts to drive business growth. Whether this involves external communications or integration of internal initiatives, EquiBrand helps develop the optimal branding identity and can also assist with implementation. When evaluating brand strategy firms, consider the full range of capabilities offered.

Marka Araştırma Sorunları

• How do customers use products and brands today? What benefits do they seek and how satisfied are they with the brand?
• What is the strength of the brand in terms of brand associations, brand imagery and brand equity?
• Which brand strategy concepts (such as brand positioning, brand names, brand identity elements) are the strongest performing? Which are most relevant, differentiated and credible for the brand to adopt?
• Does the brand have latitude to extend into new markets and new products? Which are the most compelling brand extension opportunities?

Yaklaşım

A broad spectrum of analytical, brand equity research tools – primary and secondary research, qualitative and quantitative methods, and our own proprietary frameworks – are used to uncover deep customer insight. Here are some common methods:

• Exploratory research, including focus groups, one-on-one interviews, observational and ethnographic research. Included in this are techniques used for customer persona, customer journey and touchpoints alignment development
• Concept optimization research, which is instrumental in developing value proposition and positioning alternatives
• Segmentation research, including customer framework development based on statistical analyses
• Brand tracking studies, including brand awareness and brand equity research

As each client issue is unique, the type and role of research will vary, across various tools, techniques and processes.