Brand Strategy

• Do you find that your value proposition is NOT very distinct from competitors?
• Do you find yourself in a commodity-like situation?
• Do you find your brand being used in different and sometimes even conflicting ways across your organization and in various markets around the globe?

For most companies, an intangible asset, brand equity, is the largest single component of their market capitalization and one of the biggest drivers of organic growth. Despite the enormous financial and strategic importance of brand equity to all stakeholders, most companies have no brand equity building plan.

EMM Group believes that brand equity building is one of the three most important responsibilities of the marketing function along with delivering the annual marketing plan’s financial goals and generating new customer insights. That’s why we put long-term brand equity planning at the heart of the demand generation process. We believe every aspect of the overall marketing process should center on building brand equity.

Our brand strategy offering helps you develop a compelling brand promise that is relevant to the target customer (consumer in B2C industries), unique from competition and credible.

 

We strongly believe that a successful brand strategy is built on the foundations of a needs-based market segmentation and deep insights about the target segment. As such, we develop the brand strategy to focus on a specific needs-based segment and address both the functional and emotional needs of that target segment. It is designed to establish relevance to the target and differentiation into the brand promise and character.

 

One of the issues with managing global brands is addressing the global-local tensions. While we need global consistency and the leverage of a global go-to-market strategy, we also need to respond to unique local needs and market situations. We address this issue by providing flexibility within our global brand framework and identifying the elements of the global strategy that can be adapted for local needs.

 

• Developed and implemented the brand proposition for a premium beef offering in a commodity category. CASE STUDY
• Wrote the global brand value proposition for a leading male grooming brand. – CASE STUDY
• Developed the value proposition process for one of the world’s largest software companies. – CASE STUDY
• Brand Vision: Guide
• Brand Equity: Guide 
• Leap: Guide
• Leap: Example
• Master Creative Brief