Page 238 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Brand Development and Brand Strategy 207

Sender Media Receiver

Brand identity

Signal Brand
transmitted image
Organization
factors
(controllable) Market factors
(competition
and noise,
uncontrollable)
Figure 8.7 Brand Identity Transmission Process

In this section, we will first identify and discuss the factors that influence the
brand development and then will discuss several key steps in the brand
development process.

8.3.1 Key Factors in Brand Development
There are many factors that affect the brand development process. They can
be categorized into two classes: controllable and uncontrollable. The con-
trollable factors are those over which the company that owns the brand will
have some degree of control. The uncontrollable factors are those over
which the company will have little or no control. These controllable and
uncontrollable factors are also illustrated in Fig. 8.7.

Controllable Factors
There are three classes of controllable factors. The first is brand identity.
The second is called marketing mix factor, or the 4 Ps: product, price,
promotion, and place. The third is time to market. In brand development,
these factors can be used to shape a desirable brand image by the company
and transmit this brand image to customers.

Brand Identity
Brand identity was thoroughly discussed in Sec. 8.2.2. If we use Aaker’s
brand identity model, then there are four perspectives: brand as product,
brand as organization, brand personality, and brand symbol. Clearly, the
company that owns the brand has full control of the brand symbol, a good
degree of control over product development, and a relatively good degree of
control over organization behavior. Brand personality takes years to form; it
is more difficult to change.