Strategic Brand Assessment

1
Strategic Brand Assessment

• An Inside Out Look At Brand
• Opportunities and Vulnerabilities

2
Most marketers have a good Outside In
perspective on their brands.

• Awareness
• Trial
• Penetration
• Consumer Attitudes
• Brand Ratings
• Preference Scores

All important measures of marketing effectiveness.
3
But
Increasingly, the success of a brand is not just
the result of well crafted marketing
programs. Strong brands are those that have
achieved alignment of values with both internal
and external audiences.
Think Starbucks, Southwest Airlines, Google,
Nordtroms.
4
A strong brand is the result of effective
marketing plus

• Corporate vision.
• Culture and Structure.
• Management.
• Internal Communications.
• Customer Services

among other things.
5
To measure alignment on these other key factors
for success you need
6
An Inside Out Perspective
7
The Strategic Brand Assessment delivers an
Inside Out perspective by providing insights
and perceptions
From three critical audiencesExecutives,
Employees, Channel Partners
In three key areas Strategy, Structure, Execution
8
Strategic Brand Assessment
Alignment Visual reports show gaps in
alignment among Executives, Employees, and
Channel Partners.
Bottom Line Creates metrics that can be
converted into a plan for accountability and
benchmarking enabling the company to manage brand
building and allowing investors to measure
success.
9
Specifically, the Strategic Brand Assessment

• Uncovers underlying business or marketing issues
  that may be undermining the success of the
  brand.
• Shows the alignment of perceptions and attitudes
  of management, employees and sales channel.
• Identifies perceptual gaps among important
  internal audiences on key brand dimensions.
• Recommends specific areas in which business and
  marketing communications practices need to be
  improved if the brand is to reach its potential.

10
In short An Inside Out perspective
which uncovers opportunities and vulnerabilities
that aren't visible just by looking from the
Outside In.
11
Strategic Brand Assessment
What Are We Measuring ?
STRUCTURE
STRATEGY
EXECUTION
Clear business vision Defined competitive
advantage Clearly defined brand Clearly
defined customer Clearly defined competition
Environmental assessment Effective sales and
distribution Defined marketing objectives
Defined marketing plan Brand safeguard program
Adequate marketing spending
Collaborative org. structure Good internal
communication Clear management guidance Good
cultural alignment Well-managed strategic
alliances Management provides modeling Balanced
view of short/long term Accountable marketing
program
Brand identify well executed Consistent
marketing messages Communication with all
audiences Aligned roles and responsibilities
Brand identity enforced Hire best people Good
training and orientation Good customer service
12
Strategic Brand Assessment
3 Versions
CEO Senior Management 126 Questions 60 Minutes
to Complete
Executive
Middle Management Employees 72 Questions 30
Minutes to Complete
Employee
Outside Sales, Vendors Dealer/Distributors Strateg
ic Alliances 39 Questions 20 Minutes to Complete
Channel Partner
13
Strategic Brand Assessment
How it Works Step One Create timeline. A
timeline is created for completion of the SBA
(typically two weeks). Step Two Facilitate
distribution of assessment. The agency gives an
invitation email letter to the client that
explains to respondents of the SBA what they are
taking and how to access the survey. Step
Three Monitor response. During the course of
the assessment, response rates will be monitored.
A decision will be made whether the response rate
is sufficient for an accurate sampling, or if
more time is needed as explained in the
agreed-upon timeline. Step Four Interpret the
results. After data is collected, the agency
will interpret the data and present it to their
client.
14
Create your own username and password
15
Select which group of questions you will be
responding to
16
Answer the set of questions.
17
Rank these factors.
18
Strategic Brand Assessment
Once the Results Are In
1. CEO Debriefing 2. Executive Team Meeting 3.
Action Planning with CEO and Executive Team
19
Strategic Brand Assessment
Understanding the Reports
EMPLOYEE ASSESSMENT
CHANNEL ASSESSMENT
EXECUTIVE ASSESSMENT
Employee Report
Executive Report
Channel Report
Compares the organizations responses with that
of the senior executives
Identifies high impact/low performance areas as
identified by the senior executives as a whole
and also gauges executive team alignment
Compares the responses of the channel respondents
with executives and employees.
20
Strategy Degree of Impact This report plots the
principal elements of the organizations
strategy. The vertical axis represents the
performance mean score and the horizontal axis
represents the order of priority, with the
highest priority to the right. The priorities
table reflects the element in order of weighted
priority, as determined by the group, and
indicated the performance mean score.
21
Summary Alignment Comparison This report
compares the responses from each group and
displays the level of alignment.
22
(No Transcript)
23
Strategic Brand Assessment
Alignment Shows gaps in alignment among
Executives, Employees, and Channel Partners
Organizational Readiness Identifies disconnects
between vision and execution
Benchmark Creates ability to systematically
measure progress
STRUCTURE
STRATEGY
Executives
Brand Alignment
Prioritization A guide for allocating resources
to achieve greatest impact and ROI
Channel Partners
Employees
EXECUTION
Objective Process A repeatable process to help
build strong brands
Groundbreaking Metrics Tool that produces leading
performance indicators