Chernev : Designing Brand Tactics
7 important questions on Chernev : Designing Brand Tactics
Can you explain the term 'Brand marketing' and outline its three most important aims?
- Brand marketing:
- A company's approach to promote and establish of a brand in the market by differentiating it from competitors.
- Differentiation through the creation of a unique identity, values, and perceptions.
- Aims of brand marketing:
- Foster emotional connections with customers.
- Building customer loyalty.
- Driving sales and market share through activities like advertising, public relations, and content marketing.
The brand is intrinsically linked with the organisation.
Can you explain why this is the case?
- The brand is basically a reflection of the way an organisation presents itself to the market and builds its identity.
- Therefore, in order for a brand to be effective, a company needs a deep understanding of the core elements of the organisation.
- The Company Audit can be used to help in this regard.
The Company Audit is a useful recourse for brand marketing. For instance, the 'environment' section can ensure the brand is culturally relevant and grounded in its market context.
Can you explain in which way the environment may influence the brand?
- Economic environment:
- Slow Economic growth:
- Affects customer behaviour.
- Affects organisation investment.
- Economic prosperity:
- Increased customer spending.
- Brand investment.
- Technological environment:
- Increased customer connectivity and social media impact.
- Product/brand transparency.
- Enhanced customer interaction.
- Cost-efficient branding.
- Socio-cultural environment:
- Is the brand culturally relevant?
- Regulatory environment:
- Brand protection laws.
- Trademark regulation.
- Brand communicaiton.
- Compliance costs.
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The STP analysis the Company Audit is useful for effective branding?
What are the 3 most important reasons why STP analysis is useful for effective branding, and what are the 5 key attributes it allows your brand strategy to have?
- STP's Usefulness:
- Gives an understanding of how the market is segmented.
- Defines the target customers.
- Gives an insight in how the brand should be positioned.
- 5 Attributes STP allows your brand to be:
- Audience-centric and relevant in its messaging.
- Connected emotionally to the audience(s).
- Strategically aligned and consistent.
- Properly communicated.
- Meaningfully distinct in the minds of customers.
What are 'brand tactics' and what are its 2 main areas of focus?
- Brand tactics are the ways through which a company brings the brand strategy to life.
- Areas of focus:
- Brand design.
- Brand identifiers.
- Brand referents.
- Brand communication.
Can you identify the five main logo trends?
- Merging elements of the brand into a pictorial logo.
- Metaphoric storytelling.
- Typographic experimentation.
- Gradient colors.
- Minimalism and geometric designs.
Can you explain what a brand mantra is an how it differs from a brand motto?
- A brand mantra is a short and succinct phrase that captures the essence of a brand's identity, purpose and core values.
- Internal message.
- The brand mantra is an internal message that focuses on the essence of a brand.
- Whereas a brand motto is an external message, used in advertising campaigns to connect with customers.
- E.g., Nike:
- Mantra: Authentic Athletic Performance.
- Motto: Just Do It.
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