Page 243 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

212 Chapter Eight

Brand strategy analysis phase

Brand vision Customer Self- Competitor
development analysis analysis analysis

Brand strategy development phase
Product- Communications Develop Determine
Brand
positioning brand & marketing channel pricing
coordination strategy strategy strategy

Brand implementation phase
Communication & Public
marketing the
brand relations

Brand evaluation phase
Measuring the
return on brand
investment

Figure 8.9 Brand Development Process

8.3.3 Brand Strategy Analysis
The strategy analysis phase in brand development focuses on understanding
the brand’s competitive position in the marketplace. It also looks at the
ability of the company to influence this positioning through its capabilities
and the attributes of its products and services. The steps of the strategy
analysis phase are described in the following:

Brand Vision Development
The brand vision is a short, succinct statement of what the brand is intended
to become and what is to be achieved at some point in the future, often
stated in competitive terms. Brand vision refers to the category of intentions
that are broad, all-intrusive, and forward thinking. It is the image that a
business must have of its goals before it sets out to reach them. It describes
aspirations for the future, without specifying the means that will be used to
achieve those desired ends.