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Brand Analysis Quick Guide Part I

This document provides a quick guide to several models for analyzing brands, including: 1. Aaker's Brand Identity Planning Model which is a comprehensive analysis and planning model that identifies opportunities to strengthen an existing brand's identity. 2. Aaker's Brand Equity Model which identifies the brand assets and liabilities that add or subtract value and outlines factors that influence profitability and loyalty. 3. The Right to Win Model which provides a quick audit of a brand's strengths and weaknesses on a single page.

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99 views

Brand Analysis Quick Guide Part I

This document provides a quick guide to several models for analyzing brands, including: 1. Aaker's Brand Identity Planning Model which is a comprehensive analysis and planning model that identifies opportunities to strengthen an existing brand's identity. 2. Aaker's Brand Equity Model which identifies the brand assets and liabilities that add or subtract value and outlines factors that influence profitability and loyalty. 3. The Right to Win Model which provides a quick audit of a brand's strengths and weaknesses on a single page.

Uploaded by

Văn Thắng Mai
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BRAND ANALYSIS QUICK GUIDE PART I

AAKER’S BRAND IDENTITY PLANNING MODEL AAKER’S BRAND EQUITY MODEL


APPLICATION: A comprehensive analysis and planning model that flows APPLICATION: These items guide brand development, mgmt, and measurement.
from top to bottom.
Brand equity is the brand assets (or liabilities) linked to a brand’s name and
TIP: For existing organizations, use this model to identify gaps and opportunities symbol that add (or subtract to a product or service.
to strengthen the brand identity. It can also serve as a framework to conduct brand
analysis and research.

People like familiar & are A special type of Associations can be Loyalty is the heart of any
prepared to ascribe good association that has been anything that connects the brand’s value. Small and
attitudes to items that are proven to affect customer to the brand. It intense loyalties can have
familiar to them. profitability. can be imagery, symbols etc. significant equity.

Source: Brand Leadership by David Aaker & Erich Joachimsthaler

COMPETITIVE ANALYSIS
APPLICATION: Everything you offer has a competitor. There is competition for
your customer’s attention, time, and wallet. Map them out so you can differentiate
and dominate with a strong positioning strategy.

Source: Brand Leadership by David Aaker & Erich Joachimsthaler Source: https://sherpablog.marketingsherpa.com/marketing/competition-types-to-watch/

THE RIGHT TO WIN MODEL ROMANIUK’S DISTINCTIVE ASSET GRID


APPLICATION: A quick audit to understand the company brand on a single
APPLICATION: Find
page. What’s worked? What are the gems?
out which assets you
should leverage to
further your brand’s
distinctiveness.

Distinctiveness is the
elements of a brand
that make it
recognizable and
different. And when
these elements are tied
back to the brand,
they are known as
distinctive assets.
Source: The Brand Book by Daryl Fielding Source: https://theintactone.com/2018/04/30/topic-5-brand-assets-and-liabilities/

HOWIE CHAN

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