Brand Strategy

26/01/2009

Evaluation avant / expectatives STRATEGY : Let’s Talk about Strategy Qu’est ce qu’une marque ? Qu’est ce qu’une stratégie ? Quels sont les modèles de business today ? Stratégie fait par un plan stratégique. Not commercial brands / not promote brands but the products The biggest brand in the world: Brands pas uniquement commercial brands, Mickey c’est une brands New labour : new strategy de marque. Claim : qu’est ce que nous on fait ( yes we can) Vendre un logo, c’est une marque. A brand can be an organisation (FMI) La banque mondiale est un fond. LES MARQUES NON COMMERCIALES. ONG (surement sujet de partiel) C’est plus dur de faire rentrer la vision d’une organisation internationale plutot qu’une marque commerciale. What is Strategy ? Strategy is not being efficient, even if efficiency is necessary. Crisis > rechercher new market; etre efficient ça suffit pas. Stratégy is looking forward (regarder devant / anticiper les marchés / positionnement / différences par rapports aux autres). It starts from the differential advantage and determines strategic positioning. It means a make different product or the same product in a different Efficiency is not strategy; it is necessary but Can be copied by the concurrent Reduces your activities to a common denominator, it makes it too generic, takes off the soul. (faire la différence: services / SAV, parler avec un robot c’est chiant à force et pas bon pour l’image de marque). Strategy means différence It means having the right mix of activities in order to offer the right mix of values

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It means being different from the competitors. Choosing either a costumer or a product or a quality standard or a service or more than one STRATEGY POSITIONING IS BASED ON… A specific product offered to the whole population A product that satisfies the needs of a population segment A product that reaches a population segment through his accessibility A mix of the above elements Therefore Strategy is Having