Products
S&D's Brand
Diagnosis Model™
Brand Identity System Analysis and Brand Equity Evaluation
are the two major parts of S&D's Brand
Diagnosis Model™.
I. Brand Identity System Analysis: Including
- Brand as Product: i.e. Product -related
Associations
Although strategists should avoid to equalize product attributes
to brand ones, product-related associations are always an
important part of a brand identity because they are directly
linked to brand selections.
Product-related associations include the product scope,
product attributes, quality/value, associations with use
occasions, with users, and link to a country or region.
- Brand as Organization:
The brand-as-orginization perspective focuses on attributes
of the organization rather than those of the product or
service. Such organizational attributes are created by each
aspect of the company, such as, the people, culture, values,
and programs, etc.
Organizational attributes are more enduring and more resistant
to competitive claims than are product attributes.
- Brand as Person:
The brand-as-person perspective suggests a brand identity
that is richer and more interesting than one based on product
attributes. Like a person, a brand can also be perceived
as being upscale, trustworthy, humorous, or intellectual.
A brand personality can help consumers to understand the
brand deeply and comprehensively. It is also a vehicle for
the customer to express his/her own personality. A good
brand personality can help to create a strong and clear
brand image.
- Brand as Symbol:
A strong symbol can provide cohesion and structure to an
identity and make it much easier to gain recognition and
recall.
II. Brand Equity Evaluation:
During the procedure of building up brand identity system,
a brand is also accumulating its own brand equity. Whether
my brand is really strong not only within one product category
but also across several related product categories? What makes
a brand strong anyway? These are very common questions of
clients. Answering them requires an in-depth understanding
of brand equity.
Of course brands in different categories have different brand
equity, while some indices are in general, such as:
- Differentiation - Measures how distinctive the brand is
in the marketplace.
- Relevance - Measures whether a brand has personal relevance
for the respondent.
- Esteem - Measures whether a brand is held in high regard
and considered the best in its class.
- Knowledge - A measure of understanding as to what a brand
stands for.
Different brand equity will finally lead to different brand
power, which may have positive or negative influence on the
products under the brand. Therefore, establishing a balanced,
healthy brand equity becomes a more and more important work
of our clients.
Based on the years of experience, S&D developed the Brand
Diagnosis Model™,
which transfer the intangible brand identity system and brand
equity into specific indices through a quali+quanti research
system. Moreover, client can also have an in-depth understanding
on how her brand equity comes from and what should be the
next step to establish a stronger brand by using this model.
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