Brand Strategy and Multibranding Approaches

An aspirational reason for being that inspires and provides a call to action for an organization, its partners, stakeholders, and benefits local and global society.

It answers the 'Why?' question: Why does the organization exist? Why do we do what we do?

A feeling of belonging, caring for one another, and doing the right thing for the group.

Achieving industry leadership through creating best practices and beating the competition.

Making life easier and better for customers by providing a superior service or product.

Making the world a better place through their practices and actions.

The company's purpose should be integrated into its strategy and operations.

A multibranding approach can be used when a company has a range of distinct products that have their own unique target audiences and require tailored marketing strategies.

A new brand strategy might be successful if the new product or service is significantly different from the existing offerings and doesn't directly compete with the parent brand's main product line.

A new brand can be successful if it has a clear identity and distinct target market, and doesn't rely on the parent brand's name or reputation.

A new brand strategy can be costly because it involves creating a new brand identity, marketing materials, and distribution channels.

A successful new brand strategy needs to have a clear target market and distinct positioning that sets it apart from competitors and the parent brand.

In the UK, around 80% of Black Friday purchases are discarded after minimal or no use, often including their packaging.

Electronic waste (e-waste) in 2019 weighed the equivalent of over 125,000 airplanes, surpassing the total weight of all commercial aircraft ever produced.

Returning an online purchase can generate up to 30% more carbon emissions than the initial delivery due to the energy-intensive nature of reverse supply chains and potential repackaging.

A concept where brands encourage customers to reuse, repair, or swap products instead of buying new ones, offering a more sustainable alternative to traditional consumerism.

A movement that promotes conscious consumption and encourages customers to explore alternatives to traditional Black Friday sales, emphasizing sustainability and ethical shopping.

A period in November where people intentionally slow down their consumption, focusing on mindful spending and appreciating what they already have.

The essence of humanity, encompassing the shared values, experiences, and potential of individuals as collective beings. In the context of marketing, it refers to connecting with customers on a deeper level by acknowledging their needs, aspirations, and shared humanity.

A symbol, design, or graphic used by a company to represent its products, services, or brand identity.

A type of logo that uses only text to form the brand name or symbol.

A logo consisting of a pictorial image, often abstract or symbolic, representing the brand.

A logo that uses a combination of text and imagery.

A strategic approach to organize and manage multiple brands within a company.

A brand strategy where a parent company uses its name and brand identity for all its products and services.

A brand strategy where individual products or services have their own distinct names, but are endorsed by a parent company.

A brand strategy where products or services have no explicit connection to their parent company.

A situation where a company's actions and words don't align. There's a disconnect between what they say they stand for and how they behave.

A situation where a company's actions and its internal culture do not align. It's about the discrepancy between what the company says it values and how employees actually experience working there.

A situation where a company's culture and its stated purpose don't align. It's the disconnect between a company's values and the way employees feel towards the company's purpose.

A strategy for engaging employees and partners by clearly defining the company's purpose and connecting it to their work and values.

A strategy for building a stronger reputation and improving sustainability performance by aligning business practices with a clearly defined purpose.

A strategy for driving profitable growth and reducing business risk by establishing a strong purpose that resonates with stakeholders.

A strategy for increasing consumer preference by aligning products and services with a clear and compelling purpose.

A brand is a product or service with a distinct and recognizable image, personality, and identity, created through marketing efforts to differentiate it from competitors and establish a connection with consumers.

A commodity is a basic product or service, lacking a distinct identity, readily available from multiple suppliers at similar prices, and primarily differentiated by price and availability. It serves a basic need without offering a strong brand experience.

When we choose a brand over a commodity, it's not just about the product's function. It's about how that brand connects with our values, emotions, and aspirations. Brands create a sense of identity and belonging, while commodities merely satisfy basic needs.

Brand identity is a unique set of associations that a brand aims to create or maintain. It's the brand's core values, personality, and aspirations, communicated through its visual elements, messaging, and overall customer experience.

Brand personality is the set of human characteristics associated with a brand. It's how the brand connects with people on an emotional level, using language, imagery, and storytelling to create a unique personality that resonates with its target audience.

Brand image is how people perceive a brand, shaped by their experiences, interactions, and overall impressions. It's the sum of all the messages and associations that a brand communicates, including its products, marketing, and customer service.

Brand identity is the brand's internal blueprint, defining what it wants to be. Brand personality expresses that identity externally, influencing how the brand interacts with its customers. Brand image is the result of those efforts, how customers actually perceive and experience the brand.

Brand elements like logos, colors, fonts, and brand voice contribute to creating a consistent and memorable brand experience. By consistently communicating the brand's identity and personality across touchpoints, brands can build strong connections with their audiences.