上了这门课程之后，你将能明确发展一个既能短期取胜，又有长期价值的产品和品牌策略所需要的主要信息。你将创建一个活动计划（既要面对外部消费者，也要面对内部员工）来把你的品牌策略付诸实际。同时你也能够
2.1 Inputs for developing your brand.
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来自 IE Business School 的课程
品牌和产品管理
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从本节课中
Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
At the end of this module, you will be able to:
Describe the different elements of a brand strategy.
Formulate a winning brand strategy.
与讲师见面
Luis Rodriguez BaptistaProfessor
Marketing
[MUSIC]
Hi.
Welcome back.
In the last lecture, we discussed the concept of branding and
why you need a brand.
The focus of this module is to learn what are the to develop your brand?
Let me begin by saying that if you're going to invest money in this brand, you
might as well spend the time developing by using a thorough methodology.
I have seen people come up with brands overnight.
Only to realize that it's either not sufficient to engage the customer or
not differentiated versus competitor or not credible or
even worse not even aligned with our business strategy.
There are many ways for developing brands.
I will show you one which has worked with for me throughout my career.
However I am warning you,
it takes time to develop because you need to do some homework.
I like to think of this methodology as a puzzle with at least five pieces.
At the center of the puzzle is the Business Strategy.
I don't want to spend a lot of time talking about it.
However before you begin you should have a clear understanding of your
long term goals.
Where will you compete, and how will you compete in the marketplace?
Your brand has to be in sync with it.
Imagine that you come with a line of ready to eat package meals, and
you brand it with Colgate.
There is definitely a disconnect between selling more meals and your brand.
Your ultimate job is to bring to life the business strategy.
Thus, we need to capture the implications that it has in developing
your brand strategy.
The second piece of our puzzle is understanding your existing brand image.
If you're developing a new brand, you don't need to consider this point.
However, if you're developing a brand for the product which you launch
only with a logo or a new brand altogether, you do need to think about it.
The goal of this part of the analysis is to identify what are the existing
perceptions that your target customers have about your brand.
This can be done via listening to social media postings or surveys, or
focus groups.
Whichever method of consumer method of consumer research you have available.
You need to know this, because you will need to either
build on this perceptions or chain them altogether.
In any case, it is a starting point.
I had a client that thought that, the fact that their sales people were
perceived as nice to deal with, was a positive image for their brand.
As it turned out, it was quite the opposite,
because customers wanted to deal with the brand that was efficient,
professional people instead of nice sales people.
In addition, you should also consider including
the perceptions of the people within your organization.
The best way to engage them is to invite them to participate
in providing their opinions.
You will be surprised what you can learn from them.
The third piece of the puzzle is to identify the market trends that can have
an impact on customers and the brand.
For example, if we were to develop a brand for a lemonade business, we need to
consider the trends related to the current perception of lemons in our health or
trends in people drinking natural juices versus other types of drinks.
Also, we might look up growing preference for fresh made versus ready to
drink beverages or greatly demand for exotic flavors and variety.
Another possible analysis is to look at sales volumes into different drinks sub
categories to learn which ones are growing or declining.
All of these methods might be useful in determining how do we frame the market
for a brand.
We might also look at trends in retailing.
Are people expected to spend more time in the street?
Et cetera, et cetera.
As with these first two pieces of the puzzle, we can draw conclusions from this
trends that will have an impact on how do we define our future brand.
The fourth piece of our puzzle is customer analysis.
The goal of this is to determine which benefits we can offer
that motivates customers to buy and use our brand.
Qualitative research is generally best to uncover these benefits.
Their real insights will come from probing those areas that are not obvious to
the customer, but that are influential in the brand choice and the user experience.
After we have uncovered them,
it is crucial to determine their relative important for the customer.
And if they can be clustered into different segments.
This can be done by identify major categories or
dimensions of motivations that summarize how customers organize information and
develop their attitudes towards brand in a specific product category.
For me, what has worked in every case is to identify their unmet needs,
those that are not met by existing brands in the market.
I suggest that you use the five whys techniques.
Ask why multiple times in an iterative process for
getting to the root cause of a perceived need of the target customer.
By asking why and answering at least five times,
most people will be able to dig down and clearly articulate their core issue.
For example, let's say that you are a potential customer and
I will use this technique to uncover your needs.
My product is a PC notebook.
I could begin by asking you, why would you use notebooks?
Imagine that your answer is that it is convenient for you to be able to take
everything from home to work, instead of relying on the cloud.
I ask you, why do you need to have the same information both at home and at work?
And you answer that most of the times, you need to take home some of the work.
And some of the times, you need to sort out personal stuff during office hours.
I ask you again.
Why is that?
Your answer is that you are responsible for paying bills at home.
And you're overloaded with work and thus many times finish late at night.
I ask you again, why?
Your answer is that the division of chores that you agreed with your
significant other.
And you don't have the proper size team to fulfill the responsibilities of
your position.
Finally ask her why, and you answer that you are aware of the issue but
you want to prove to the management that you can succeed under any circumstances.
So you can get that promotion next year.
We can go on.
But an unmet need is already beginning to surface.
You need help to succeeding your job quickly so
you have more time for yourself.
Imagine the possibilities that can come out of this.
For example, our PC Notebook brand, we provide you with a solution that
will improve your productivity to succeed faster and enjoy more.
In summary, customer analysis requires developing a deep
dive understanding of our target segments, their attitudes,
their motivations, their behaviors, and their path to making a purchase.
Now, let's talk about the last piece of the puzzle, the competitive analysis.
That is the subject of our next lecture.
See you there.
[MUSIC]
