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THE INGREDIENTS OF A SUCCESFUL BRANDING INITIATIVE IN THE CONTEXT OF NATIONAL EXPORT STRATEGY THE CA

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Title: THE INGREDIENTS OF A SUCCESFUL BRANDING INITIATIVE IN THE CONTEXT OF NATIONAL EXPORT STRATEGY THE CA


1
THE INGREDIENTS OF A
SUCCESFUL BRANDING INITIATIVE IN THE CONTEXT OF
NATIONAL EXPORT STRATEGYTHE CASE FOR SECTORIAL
MARKETING BRANDINGPilot projects within
implementation phase of the National Export
Strategy
  • Dr. Costin Lianu

2
10 steps in export branding(I)
  • Legal mandate to elaborate and manage a National
    Export Strategy (NES)
  • NES document is written, endorsed and approved
    and the management is ensured by an institution
    specified by law to do so (Export Council)
  • Export branding is a strategic consideration and
    ways to do it are clearly specified in the
    document (our option was sector region export
    branding)

3
10 steps in export branding (II)
  • Formation of sector branding working group WG
  • Elaboration of Sector Branding Strategy (SBS) in
    a written document
  • Endorsement of SBS
  • Implementation of SBS
  • Monitoring and impact measurement
  • Adjustment
  • Connecting and contributions to the country
    branding.

4
We made sector branding before but in an
inconsistent manner, starting with the roof of
the House of the Brand. Lack of interest in
a consistent branding strategy and no project
management
5

6
Steps in sector brand strategy ( pilot projects
in ITC, furniture, wine and garments )
  • Core team formation
  • Navigator or project director is elected
  • Design working groups and tasks among the members
    according to RACI matrix
  • Road map.

7
Brand building strategy is a journey, not a
destination, with four year strategic cycle
Consolidation and improvement of the
message internally
Content of the message
Communication and promotional arsenal
Multiplication effect And feed back
8
Structure of the PPP
9
Final target
  • Design branding strategy for the sector in 6
    month which should be
  • written
  • endorsed by stake holders
  • relevant and with validity of value statements
    proved through market investigation tools
  • realistic
  • in line with the sector development strategy

10
Working Group core activities
Border in consolidation
Content
Communication and promotion
Name

Group navigator
Define value statements, words, messages
Define and implement Marketing activities
Define program to improve Internal processes and
experience
Activities description
Brand \support and message improvement
Create the synopsis of the message
Communication
Principal task
Define program to sell internally your sector to
FDI or consumers and program to sustain value
statements
Define Validate the content
View point article and Other marketing tools
Delivery
11
ROAD MAP
We Are here
ACTIVITIES
2006 - LUNI
1
2
3
4
5
6
7
8
9
10
11
12
I
Wk 1 Define Validate Brand Content
II
  • Marketing
  • Communication

III
Consolidation
IV
Implementation
Creation of WG
Check The budget
Launching of the brand
Revise progress
Monitoring
desing
meetings
Implementation
12
WG 1 Content
Task define brand and validate
I.2
I.3
I.1
I.4
Define value statements And strengths
Site Survey
Test the concepts selection of logo and slogan
Logo and slogan
4 months
13
1.1 Data for testing
Activities
  • Gathering data about the sector
  • clear, real, credible
  • Identify of data gap
  • SWOT analyze
  • Select 5-10 value statements

To deliver
  • File with value statements and support material
  • SWOT analyze

14
1.2 Validation
Activities
  • Design a questionnaire with 20 questions to gauge
    perception
  • First validation inside the business community
    (inside survey) on Internet, calls, Interviews
  • Design a tender document for deeper market
    investigation and provide 3-5 alternative of the
    image synopsis (IS) of the sector
  • Organize tender procedures
  • Select the best bidder
  • Presentation of IS

What to deliver
  • Results of market investigation
  • IS

15
Perceived performances as base for strategy
Perceived performances
Consolidate management
Improve Communication
Present Performances
Improve Content
Downplay Communications
Sample
How to improve perceptions about performances
Focus
16
WG 2, Task Guide how to use the brand
Activities
  • Written Guide how and where to use the brand
  • Referential points for speakers and key
    paragraphs
  • Define marketing instruments as catalogues, web
    site web site etc
  • Communication ways (conferences)
  • Law arrangement to use the brand in promotional
    activities

To be delivered
  • Brand Guide
  • Referential points and marketing instruments
    description
  • Communication ways
  • Questionnaires to validate the guide.

17
WG 2 View point article program
II.1
II.2
II.3
Launching
Define the concept
Operate
2 months
18
WG3 Task improve internal processes
Road map
II.2
II.3
II.1
Red Carpet
Quality management
Interviews With FDI
Total 2 luni
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