Power Brands

Describes a definition and key attributes of a power brand in marketing.

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1. Power Brands
Overview

2. Definition of a Power Brand
A power brand identifies a company, product
or service and has high awareness and recall
with customers and is associated with a very
successful global company’s.

3. Advantages of Power Brands
• Improved perceptions of
product performance
• Greater loyalty
• Less vulnerability to
competitive marketing
actions
• Less vulnerability to crises
• Larger margins
• More inelastic consumer
response
• Greater trade cooperation
• Increased marketing
communications
effectiveness
• Possible licensing
opportunities

4. Power Brands

5. Power Brands

6. • Assessing BRAND POWER
Power Brands
Source: Interbrand
BRAND DEPTH
BRAND WEIGHT
BRAND LENGTH BRAND BREADTH POWER

7. The influence or dominance
that a brand has over its
category or market (more than
just market share)

• Assessing BRAND POWER
Power Brands
Source: Interbrand
BRAND WEIGHT

8. The stretch or extension that
the brand has achieved in the
past or is likely to achieve in
the future (especially outside its
original category)

• Assessing BRAND POWER
Power Brands
Source: Interbrand
BRAND LENGTH

9. The breadth of franchise that
the brand has achieved both in
terms of age spread, consumer
types and international appeal

• Assessing BRAND POWER
Power Brands
Source: Interbrand
BRAND BREADTH

10. • Assessing BRAND POWER
Power Brands
Source: Interbrand
BRAND DEPTH
The degree of commitment that the
brand has achieved among its
customer base and beyond. The
proximity, the intimacy and the
loyalty felt for the brand.

11. • Assessing BRAND POWER
Power Brands
Source: Interbrand
BRAND DEPTH
BRAND WEIGHT
BRAND LENGTH BRAND BREADTH POWER

12. Brand Vision
To build successful brands while
your competitors turn their
brands into commodities start
with a five-step process
Kevin Clancy, Copernicus, Counter Intuitive

13. Brand Building
• Kevin Clancy Copernicus’s 5 Step Process

Inspirational
Vision
Transform-
ational
Strategy
Model-Based
Marketing
Planning
Obsessive
Implement-
ation
Diagnostic
Metrics
Source: Kevin Clancy, Copernicus, Counter Intuitive

14. Brand Vision
MUST BE:
So big, so bold and so audacious that
expressing it – never mind executing it – has
a transformational effect. You start to
become what you want to be. The dream
and the reality fuse.
Source: Kevin Clancy, Copernicus, Counter Intuitive
i.e. YOU NEED A BIG HAIRY VISION

15. Brand Vision Checklist
! Inspirational & uplifting; it moves people
! Exciting; it gets the blood pumping
! Aspirational; it is barely attainable
! Readable; it is clearly communicated
! Unique/special/different
! Very specific, not general
! Connotes superiority or domination
! Bold and brash; it oozes with confidence
! Causes people to want to invest in/work for the
company or buy the company’s products
! Transformational, revolutionary, not evolutionary

16. Brand Vision
• Let’s review some published vision
statements
• Assign them a college grade from 0
to 100.
Kevin Clancy, Copernicus, Counter Intuitive

17. Brand Vision
A beverage company
“We exist to create value for our shareholders
on a long-term basis by building a business
that enhances the company’s trademarks.”
Kevin Clancy, Copernicus, Counter Intuitive
Grade = 63

18. • Allow Consumers to clearly identify and
specify products which genuinely offer
added value.
• Deep respect for the way products fit into
consumer’s lives = “core” of success
• Consumer Relationship = Loyalty
• Social Changes in their favor
POWER BRANDS

19. Brand Vision
A beverage experience company
“To have bigger brand awareness then
Coca-Cola.”
Source: David Sutton, Zyman Marketing
Big Hairy
Audacious Goal

20. Brand Vision
A technology company
“To eclipse IBM as the #1 technology
company in the world.”
Kevin Clancy, Copernicus, Counter Intuitive
Grade = 91

21. Brand Vision
A gasoline company
“We will become the dominant brand in the
service station industry and beyond – with
the friendliest, fastest, cleanest stations
everywhere – one of the most admired
brands on the planet.”
Kevin Clancy, Copernicus, Counter Intuitive
Grade = 96

22. Top Brands 2010

23. Nine ways to manage your brand as
an asset
1. Formally link business and brand strategy
2. Create a unique and relevant Brand Identity
3. Create a clear and distinct Positioning
4. Extend your brand strategically
5. Build a strategic Brand Architecture
6. Evaluate and align touch points
7. Consistently deliver on your Brand Contract
8. Practice effective global brand management
9. Set the organization up for success

24. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice

http://www.linkedin.com/pub/nigel-bairstow/6/41b/726


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