Description
This talks about building a brand, elements, processes and intangible decisions
BRAND ARCHITECTURE
BUILDING A BRAND – SPORT
SHOE ( Product/Brand Architecture ) Elements: 1.BENEFITS ? Primary benefit- easy to walk, comfort in running, aid jumping, gives speed,
?
Secondary benefit- light weight, fits the feet well, easy to put on, no
Benefits ? Functional - easy to walk, comfort in running, aid jumping, gives speed, ? Experiential - light weight, fits the feet well, easy to put on, no blisters, etc. ? Symbolic - Prestige, elite group, Feel good- Friend admired you for using an internationally popular brand.
2. ATTRIBUTES/FEATURES Internal Features ? Made of rubber, foam, plastic or petro chemical derived chemicals. ? Insole, outsole, mid sole and their specifications External features ? Shape ? Size
Form ? Material ? Weight ? Colour ? External parts - specification and description of external parts. ? Style - is a basic and distinctive mode of expression. ( Attributes are customer oriented description of product features)
?
3. PROCESS - Functioning/way of use.
4. PACKAGE ? Material ? Colour ? Theme/message ? Content-written matter ? Letter types/style ? Pictures ? Functioning ? Shape
5. ACCESSORIES- All other additional things offered, for its proper use.( slip on, shoe shine liquid, brush, extra inner sole) 6. OTHER PRODUCT ELEMENTS ? Brand name ? Logo/brand mark ? Brand character ? Slogan. “Just Do It”
7. SERVICE ELEMENTS ? Maintenance and repair ? Delivery ? Guarantee In the case of certain durable products ? Customer training ? Installation ? Spare parts
OTHER INTANGIBLE PRODUCT DECISIONS Positioning - Latest technological advance, High price and high quality ? User imagery. “cool and colour ful guys” ? Usage imagery - Gentler and softer ? Brand personality – Andre Agassi. ? Brand identity
?
doc_851408304.ppt
This talks about building a brand, elements, processes and intangible decisions
BRAND ARCHITECTURE
BUILDING A BRAND – SPORT
SHOE ( Product/Brand Architecture ) Elements: 1.BENEFITS ? Primary benefit- easy to walk, comfort in running, aid jumping, gives speed,
?
Secondary benefit- light weight, fits the feet well, easy to put on, no
Benefits ? Functional - easy to walk, comfort in running, aid jumping, gives speed, ? Experiential - light weight, fits the feet well, easy to put on, no blisters, etc. ? Symbolic - Prestige, elite group, Feel good- Friend admired you for using an internationally popular brand.
2. ATTRIBUTES/FEATURES Internal Features ? Made of rubber, foam, plastic or petro chemical derived chemicals. ? Insole, outsole, mid sole and their specifications External features ? Shape ? Size
Form ? Material ? Weight ? Colour ? External parts - specification and description of external parts. ? Style - is a basic and distinctive mode of expression. ( Attributes are customer oriented description of product features)
?
3. PROCESS - Functioning/way of use.
4. PACKAGE ? Material ? Colour ? Theme/message ? Content-written matter ? Letter types/style ? Pictures ? Functioning ? Shape
5. ACCESSORIES- All other additional things offered, for its proper use.( slip on, shoe shine liquid, brush, extra inner sole) 6. OTHER PRODUCT ELEMENTS ? Brand name ? Logo/brand mark ? Brand character ? Slogan. “Just Do It”
7. SERVICE ELEMENTS ? Maintenance and repair ? Delivery ? Guarantee In the case of certain durable products ? Customer training ? Installation ? Spare parts
OTHER INTANGIBLE PRODUCT DECISIONS Positioning - Latest technological advance, High price and high quality ? User imagery. “cool and colour ful guys” ? Usage imagery - Gentler and softer ? Brand personality – Andre Agassi. ? Brand identity
?
doc_851408304.ppt