BRAND

FRAMEWORKS
 OVERVIEW
When it comes to Brand Strategy there is no one right size, it
depends on the brand and your organization in terms of
what model works best. The following highlights the different
types of frameworks you can use.

Julian, Debo and Savannah

 Attributes about
Many attributes are the space where
used to define a the brand operates
brand.

But broadly, they

Attributes
can be separated about the
into two groups. brand
ATTRIBUTES ABOUT ATTRIBUTES
THE BRAND ABOUT THE SPACE
Culture, root, values, reflection, WHERE THE BRAND
personality, archetype, OPERATES
need-state, self-image, essence
Category, competition,
Promise, reward, benefit, reason source of business,
to believe, advantage, opportunity
discriminator, differentiator,
relationship Target group, relevance,
insight
Physique, signature, executional
equities
BRAND-DEFINING TOOLS CAN
ALSO BE PUT INTO 2 GROUPS

Attributes about the

space where the
brand operates

Attributes Attributes
about the about the
brand brand

Tools that use only the Tools that use both the attributes
attributes about the about the brand and the space
brand where it operates
BRAND FUNNEL
BRAND FUNNEL
“The funnel reflects the organic nature of brands and is,
therefore, a tool that is linked rather than simply a collection of
‘desires’”

Attributes
Has/Is
(Distinctive noun)

Functions
Which serves to create…
(Verb)

Rewards
Which makes me feel…
(Adjective)

Values
Which gives XX a sense of…
(Big noun)

Personality
Which creates a personality of…
(Adjective)
Vision Focus
Source
EXPLANATION

Attributes The key differentiating product/brand ingredients

Functions What each attribute does for the consumer

Emotional Rewards How people feel as a result of each function

Values How those feelings reflect back on to the brand

Personality How those values translate into characteristic personality traits

Source: Woven Agency

EXAMPLE: JAMES BOND

Source: Brands and Co.

Attributes legal killer British womanizer

danger “class” glamour

Functions

gripped romance
Rewards
sense of distinction

morality manners
Values
seduction
daring
flirtatious
Personality “proper”

License to thrill
BRAND IDENTITY
PRISM
BRAND IDENTITY PRISM
PICTURE OF SENDER

PHYSIQUE PERSONALITY
EXTERNALIZATION

INTERNALIZATION
RELATIONSHIP CULTURE

“Strong brands are

capable of weaving all
aspects [of the prism]
REFLECTION SELF-IMAGE into an effective whole in
order to create a concise,
clear, and appealing
brand identity.”

-Jean-Noel Kapferer
PICTURE OF RECIPIENT
EXPLANATION

Physique Physical characteristics of brand. Namely, how we define the brand and how it will manifest, including
its visual features - visual cues that help consumers identify the brand.

The traits of the brand in the eyes of the consumer. One way of understanding this concept would be
Personality to imagine your favorite brand as a living thing. What kind of living thing is it? How does it behave?

The set of values that feed into or set a foundation for the brand. In some cases, this will include the
Culture culture and values of the brand’s country of origin.

The nature of the relationship between the brand and its consumers, including both abstract aspects
Relationship of the relationship as well as more tangible aspects.

The way in which customers see themselves in a particular brand. Brands can use self-image to their
Self-image advantage by incorporating it into their identities. Self-image is like a mirror the target group holds up
to itself - by associating themselves with certain brands, they see themselves differently.

Reflection How a brand portrays its target audience. Reflection is a set of stereotypical beliefs or attributes of a
brand’s target market, which is often highlighted in ads and other communications.
EXAMPLE: LEVI’S
 EXAMPLE: LEVI’S
PICTURE OF SENDER

PHYSIQUE PERSONALITY
The iconic pair of blue jeans Casual, authentic
A distinctive red logo Young, free
EXTERNALIZATION

INTERNALIZATION
RELATIONSHIP CULTURE
Good quality American
Affordable prices individualism style of
Distinctive identity life

REFLECTION SELF-IMAGE
Suitable for everyone Cool and trendy
Trendsetting Adventurer

PICTURE OF RECIPIENT
 BRAND
CONVICTION
SPRINGBOARD
BRAND CONVICTION SPRINGBOARD
Who are my advocates?

What do I fight
for?

Where do I come from? What makes me Where is my world going?

remarkable?

What am I like?

What do I do?
Source:: DDB
EXAMPLE: XBOX

Source:: Catalyst
 Who are my advocates?
EXAMPLE: XBOX Gamers, hardcore and casual, who want to
be connected to one another. While their
level of game play may vary, they have
Where is my world going?
high expectations and demand the best
Converging, connected and
from their chosen gaming platforms.
Where do I come from? cooperative. With increased
Microsoft, Windows and Bill Gates’ technology comes a more
legacy of inspiration and interconnected and
innovation. From the belief that interdependent world. While this
progress lies in continued same technology enables
technological advancement in people to live a more unique
order to make customers’ lives and independent life, it
easier, more efficient and more What do I fight for? simultaneously links them
productive. together, fostering individuality
What makes me within an expanded social
remarkable? network.

To provide the ultimate multimedia

entertainment experience. Globally. Playfully aggressive. I’m
At home. Anywhere. inventive and youthful, but
What am I like? my creativity and
competitiveness makes me a
force to be reckoned with.
My commitment and ability to provide the
best gaming experiences possible. What do I do?
I enable you to escape the realities of THE BRAND IDEA
everyday life through exciting game play, Play more. In more ways, in
competition and connectivity with fellow more places, with more people.
gamers - both at and away from home.
BRAND KEY
 Source: Greg Miecznikowski

BRAND KEY Values & Personality Reasons to Believe

Values describes what the brand This is the evidence of why the brand
stands and believes in. Personality is better than its competitors. Could be
describes how the brand behaves. superior product details, expert
endorsement, or an emotional reason
related to the values of the brand to
Essence
its heritage.
This distils the brands
positioning into one clear,
Benefits Discriminator
defining thought.
These describe the ways in which the This expresses the single most compelling
brand solves consumer problems or reason for the consumer to choose the brand.
offers an improvement in some aspect Selected from all the elements of the
BrandKey (but not using them all). It
of their life, the reasons to buy. Brand
expresses in one brief sentence what gives
benefits will be functional, emotional, the brand its competitive edge.
and/or sensory.

Insight
That one aspect of all you know about the consumer which shows you how the brand can best solve a problem, or create an opportunity, for
them. The insight is specific to the competitive situation, and to the target.

Competitive Environment Target

The choices available to the consumer with which the brand Chooser of the brand, who may be the buyer of the user. This is the person for whom
the brand is - or wants to be - the first choice. The chooser should be defined in
competes. It is not a description of the product category as
License to thrill
terms of attitudes, behavior and values as well as in socio-economics. Sometimes it
defined by ourselves, research companies or our retail customers. will be helpful to specify the situation in which the brand will be the first choice.

Roots
The set of values or facts that build the foundation of the brand.
 Source: Greg Miecznikowski

DOVE Values & Personality Reasons to Believe

Honesty, purity, femininity, optimism Contains ¼ of moisturizing create
Recommended by doctors
Indicts other products with clinical proof

Essence
Restoring Femininity

Benefits Discriminator
Won’t dry my skin like soap can Dove won’t dry my skin like soap can,
Makes my skin soft and smooth Because it contains ¼ moisturizing cream
Helps me feel more feminine

Insight
Soap leaves skin feeling dry and tight

Target
Competitive Environment
Women 35-50 who begin to feel the effects of dry skin
Dove bridges soap and skincare
And therefore want to care for their skin; women
License to thrill
Competes directly with premium soap such as Lux and Pears
Who want to look and feel their personal best

Roots
Strength
SIMILAR TO
BRAND KEY
BRAND PYRAMID What is our
essence?
Power snack

How do we behave?
Personality: Young, Spirited,
Contemporary Expert
Relationship: Coach, inspired to go
beyond

Why should they come to us?

Attributes & RTB: Healthy, Filling, Convenient, Natural.
Every “mm” of the bar = 100% healthy

Rational Benefits: enable them to live the lives they want to lead,
without compromising on their health or lifestyle commitments
Emotional Benefits: pride and satisfaction of doing right by their beliefs and
motivation

Who is our audience?

Target market: SEC A & B, 25-35 years in Metros and Mini Metros
Target segment: Passionate and KNowledgeable about health, living the modern-day lifestyle.
Target insight: Frequently their lifestyle commitment challenges their health commitment. More often
than not, the former wins.

Which market are we in?

Primary source of business: Health/Healthier snacks, but even these force some sort of a compromise for the TG.
For example, carrying fruits from home, or buying a fruit chat, or omelet cooked in less oil.
Secondary source of business: All other kinds of snacks which are tasty but not necessarily healthy, and thus perhaps
more popular - chips, cookies, sandwiches, burgers, etc.

Larger Competitive Context: Any means to a healthy body. (i.e., gym, aerobics, yoga, etc.)
BRAND OPENER
BRAND VISION “To inspire the world to live more courageously”

BRAND IDEA “Carlsberg is the reason for our manly acts of courage”

PERSONALITY Confident, authentic, approachable, up-to-date

Points of Difference - Extrinsics Points of Difference - Intrinsics

A reward for our determination to act The perfect lager beer that tastes even better when you deserve it. Refreshing,
BENEFITS courageously and do the “manly” crisp and clean with a satisfying depth of flavour and a rich, golden color.
thing Brewed with uncompromising quality.

“Semper Ardens” or “Always Burning” - Carlsberg’s courageous determination and never-ending quest to brew the perfect
REASONS TO lager led to groundbreaking discoveries, such as the pH scale and the creation of the first clean yeast, which were boldly
BELIEVE shared with the world, and are now the foundation of all modern lagers.

CONSUMER INSIGHT Courage brews in each of us. Unbottle it!

Core Positioning Target

TARGET Carlsberg targets a mindset, not an age group: the Explorer in each Consumption Target
GROUP of us. Core is men, 18-25 years exploring their talents and what the Men, LDA +
world has to offer on the quest to find the best “you” Legal drinking Age

ARCHETYPE The EXPLORER who explores the world to experience a better, more authentic self and fulfilled life

NEEDSTATE Self-expression

COMPETITIVE LANDSCAPE In Premium: Heineken In Mainstream: Main local brands

BRAND AMBITION To move from being a trusted beer brand to a beer brand loved by Malaysians

BUSINESS AMBITION To increase brand market share to 52% by 2012

EXECUTIONAL EQUITIES Carlsberg logo, Crown, Carlsberg colors, Tagline (“That calls for a Carlsberg”)
BRAND PASSPORT
White, blue, and red, bubble
Signature logo, frosted bubble

Mischievous, fun, youthful, casual,

Values & Personality charming

Promise License to flirt

Philosophy It’s good to flirt

Brand Purpose To legitimize flirting

Youth revel in playing the mating game and vodka acts as a

Insight social lubricant by lowering inhibition

Trendy young people whose self-worth is directly proportional to their

TG power to attract the opposite sex
 CREATED BY

DEBOPRIYO BHATTACHERJEE JULIAN COLE SAVANNAH SIMMS

is a hands-on strategic is a strategy consultant is a recent University of
planner with 16 years’ who works with brands Minnesota grad and
experience of unlocking and agencies to create junior strategist based in
growth for brands across world class integrated Minneapolis.
India and Malaysia. campaigns.