Function of the methodology in the process of building Brand Equity.

VOL. 0039 – FLORIDA, WEDNESDAY, NOV 15, 2023

Juan F. Arjona Harry

President & CEO Strategee

Together with the other two elements necessary to formulate marketing and building brand equity (time and money) the methodology meets the central role in the process needed to achieve a strong brand, generator of high demand and market power.

Generally it can be demonstrated easily if a brand is having a method in its communication process that lead towards consolidating its Equity and thereby achieving strong demand flows, constant and growing.

We will see below, the items to be considered in the methodological process of branding, in order to build strong brands:

1. The origin of the creation, re-design, re-branding of a brand lies in a logical, planned and methodologically indicated market research, which generally can be developed by qualitative methods such as interviews, the Panel Groups, the Focus Groups and the Triads of conceptualization. Start a process of this magnitude, without a prior study, would be like entering a giant jungle without a compass.

2. In this market research, what is sought is to detect Insights, detect potential perceptions of value proposition.

3. Subsequently, the sequence indicates that a Brand Foundation must be done, a quite orthodox exercise that allow to find fundamentals of what should be the new brand. Addressing this part of the process is delicate and requires a lot of marketing muscle rigor and a strong knowledge of consumer psychology, social psychology, anthropology and much marketing, coupled with a great experience of the person who leads the workshop.

4. With the results of the Brand Foundation workshop, can be feed the next stage of naming, in which, through the application of new methodology, you get the exact design of the brand name that is required.

5. Once the free use of the brand (and slogan) is checked in the respective government entity, the formal registration must be done.

6. Then, pass to the stage in which the creative agency (creative boutique) takes the results of the Naming and Brand Foundation and design logo proposals.

7. Then the design of the Visual Identity Manual of the new brand must be done, with all the possibilities of the brand’s use.

8. Upon completion of this step, you design the Branding Guide, which guides the execution of the brand, indicates where the brand should be and how to act; indicates the achievement of Equity pyramid under the model of resonant internalization, and finally indicates which should be the backing communication.

9. Then the Strategic Communications Ladder is done and indicates the contents and statements that the brand should report every year (between year 1 and year 7).

10. Then Branding Plan is formulated to five years, so that the fundamentals of the brand are established and will not be changed by mere whim of someone who comes to manage the brand.

11. Once this part is accomplished, we proceed with the design of the communications plan, which implies a Media Plan with the ideal mix for the process of brand communication.

12. Then there is the process of launching or re-launching the brand (with all the interested: Sales force, channels and consumers).

13. Media and communication support resources must be hired for diffusion.

14. Finally, in a period not to exceed one year, and every year, should be measured the critical metrics such as brand top of mind, top of the heart, the brand equity and brand funnel.

Only with Methodology, Time and Money we can have a strong brand with great equity, otherwise with lack of methodology the resources will be wasted without ensuring that the main intangible asset of the corporation (Brand), is well built.