Seminar Leader Scott Davis provides an exercise that explores the concept of "brand". He includes a set of eight PowerPoint slides from the company, PROPHET, of which he is Managing Partner. These slide masters have been developed by PROPHET and have been made available for this publication with permission of the company.
This exercise helps trainees become facile with the two components of brand image: brand associations and brand personality. In doing so, trainees learn to think beyond features and instead focus on the emotional and self-expressive qualities of their brands as well as the human characteristics that should be leveraged in brand-building activities.
Scott's exercise goes to the heart of marketing, one of management's critical tools, engaging trainees in both logical and analytical analysis and in emotional analysis in order to ultimately maximize sales and profit. It is a useful tool for quickly developing a rich picture of a company's brand and brands of key competitors .
Analyzing a company's brand image
Facility with two components of brand image: associations and personality
Thinking beyond features
Leveraging self-expressive qualities of trainees' brands
Recognizing human characteristics in brand building
Synthesizing characteristics of brand associations and brand personality
This Brand Image Exercise provides trainees with tools and techniques to quickly develop a rich picture of a company's brand and brands of key competitors. To build a successful brand and business, a company must identify what its brand stands for in the hearts and minds of customers and other critical stakeholders. This exercise helps trainees start this process by developing an internal perspective of brand image and that of competitors, so that they can identify potential risks as well as opportunities. Following the workshop, trainees are better equipped to conduct the more critical exercise of establishing external perceptions of the brand.
Identify and define brand associations for one's company and for competitors
Develop a brand benefits hierarchy of attributes, functional benefits, and emotional and self-expressive benefits for one's company
Develop a brand personality profile for one's company and for selected competitors
A set of 8 PowerPoint slides, Brand Image Exercise, and projection equipment
A printed set of the eight slides for each trainee
Flipcharts for the seminar leader and each of the breakout groups
Areas for subgroups to meet individually, as well as for the group to convene as a whole
Approximately 1 hour :
5 minutes to present overview of Brand Image Exercise using slides
15 to 30 minutes with breakout group
5 to 10 minutes to present the findings
Group discussion as time permits
Print a set of the 8 PowerPoint slides for each trainee as a seminar handout. Distribute them at the beginning of the exercise. Show slide 1 as trainees are assembling at the start of the training session. This slide identifies the title of the exercise and its source, the company, PROPHET. Have the set of slides ready for viewing.
Provide an overview of the two components of brand image: associations and personality by referring to PowerPoint slides 3 through 8.
Refer to PowerPoint slide 2 as an introduction to breaking into small groups. Organize trainees into groups of 4 to 6 persons for brand analysis work.
Select various competitor brands to include in group analysis. Refer to slide 7 comparing Lexus and VW.
Get the groups started by asking them to define the brand associations for "your company" and its nearest competitors by developing a benefit hierarchy. Group members can work individually or as a group. Refer to slide 5, Nike's associations.
Continue the work in groups. Refer to slides 3 and 6, and define Brand Personality, contrasting it with Brand Image, slides 4 and 5. Ask group members to develop a brand personality profile for "your company" and selected competitors. Work individually or as a group.
Ask groups to present the two components of brand image, associations and personality, of each brand the groups worked on to the class.
Lead group discussion on trainees' findings.
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SCOTT M. DAVIS has more than 15 years of brand strategy experience that he has brought to bear for many PROPHET clients , including Allstate, Boeing, Maidenform, Nationwide, Sara Lee, TXU, and Universal. He is also the author of the book, B rand A sset M anagement : D riving P rofitable G rowth T hrough Y our B rands (Jossey-Bass, 2002) and is coauthor of Building the Brand-Driven Business (Jossey-Bass, 2002).
Prior to joining PROPHET, Scott was a Senior Partner at Kuczmarski & Associates and Founder of the firm's Brand Asset Management practice. His prior experience also includes Procter & Gamble, where he focused on a number of top global brands. Scott writes an ongoing column for B randweek , is an accomplished lecturer and speaker, and is an Adjunct Professor at Northwestern University's Kellogg School of Management. Scott Davis has chaired AMA's annual Corporate Branding Conference for six consecutive years.
He holds a BS from the University of Illinois and an MBA from the Kellogg School of Management.
Scott Davis has chaired the AMA conference: