Imagine your brand like a diamond in the rough, we’re going to find the winning formula to dust it off and make it sparkle. We create a strong and connecting plan that enables you to respond to changes in your business environment, that will help you leverage obstacles rather than be defeated by them. Depending on your objectives we tailor a bespoke brand strategy is and go beyond that so that you not only see through your goals but outshine your competitors and become a leader in your field.
Our diverse and well-varied experience both in Bangkok, Thailand and international market has acquainted us with most of industries. We will liaise closely with you to gain a comprehensive understanding of your business and will work side by side with you to develop a comprehensive plan of action for your brand strategy long term success.
Brand strategy is essentially your strategy for entering, and then conquering your market segment. It firstly defines your brand identity, your market positioning and the marketing efforts that will target and entice your target audience. It is, fundamentally, the means for building lifetime connections with people, connections that will turn them into loyal customers and, ultimately, sponsors your products.
Developing a brand strategy comes with three stages:
Plan: Before commencing your brand building strategies, we carry out research to ensure we have a good grasp of the market, your segment, the competition and the basis of a marketing strategy.
Build: Once we have agreed on a basic plan we begin the process of creating your brand identity logo, color palette, and other visuals. From there we design your website and develop social and other media plans through which you can execute your brand strategy plan.
Execute: Marketing is the fuel for your brand engine and we will analyze and recommend the best options for building your brand.
We understand that few businesses have the budgets of a Nike or McDonalds and that brand building often needs to be done on a tight budget. There are ways, though, that we can help you generate excellent returns for a small investment in brand strategy:
Consistent Social Media Presence: Essentially free to use (or perhaps with a minimal financial investment), social media’s ability to reach a large number of people in just a matter of seconds has given new meaning to the information era.
Content Marketing: A constant presence on the Internet will keep you relevant, and once you build a following, it is essential to keep the attention of your customers. Videos, photos, blogs are all ways of boosting your presence through new content.
Email Marketing: Virtually everyone has an email address and this is the perfect avenue f to send out information to your customers. Blogs, new product launches, promotions can all be communicated via eye-catching, attractive email marketing.
“Rome wasn’t built in a day,” and the time frame in which a brand strategy can be developed from birth to release can vary, but some experts say a successful brand can take up to 5 years to become established in the market place. The inherent strengths of your brand strategy, uniqueness of product offering, compelling visual identity, and strong marketing plans all help with the process.
Many companies who attempt to manage global brands in a standardized way find themselves stymied by differences across markets. Brand strategy C-D maps offer a way to visualize differences in consumer perceptions and performance across markets.
Many companies who attempt to manage global brands in a standardized way find themselves stymied by differences across markets. There is an ongoing dilemma at play – on one side of the coin, companies want their brands to be “central” in their category, to be the representative and yardstick of its sector (think, Coca-Cola, McDonald’s) but also to be distinctive in a way that makes it stand out from the rest of the market. Indeed, highly successful brands are those that embrace a balance between the two. Brands such as Apple and Porsche are excellent examples of such success.
There are numerous theories and papers that propose different numbers of brand types, but we agree with the views of many brand strategists who suggest there are 4 main classifications:
– Unconventional Brands
Very distinctive, niche brands that tend to achieve profitability through high prices rather than sales volume.
– Aspirational Brands
Probably the most profitable brand type, aspirational brands command premium prices whilst also enjoying high sales volumes, primarily because they are highly regarded by their consumers. Owners of these brands need to walk a bit of a tightrope in order to maintain their position and appeal, to ensure they remain popular without becoming mundanely middle-of-the-road. This invariably means high marketing and advertising investment to fight off competitive challenges.
– Peripheral Brands
Neither held in high regard, nor selling in particularly high volumes, peripheral brands are often positioned as low priced alternatives to more mainstream brands. Profitability can still be enjoyed though, due to the need for little investment in marketing and innovation.
– Mainstream Brands
The mainstream category consists of solid, worthy, mature brands that have been around seemingly for ever, but lack a distinctiveness, a “wow” factor. Nevertheless, brand loyalty and competitive pricing generate high sales volumes, and resultant good profitability.
At Asia Media, Bangkok, we truly believe that a complete long term brand strategy goes through a four-stage process ( those steps needs to be followed in this specific order):
Brand migration is really a pretty extreme form of brand extension, whereby the brand’s name and values are transferred into totally new and unrelated categories. To do so successfully requires a stringent assessment to determine whether or not the proposed migration is a good match with your brand values, and often requires more than just the power and awareness of the brand on its own. The “plus factor” could only be by implication, by using, say, country-of-origin as a branding statement – for example, a company moving into the watch market may endorse its product with “Made in Switzerland,” bringing all that country’s renowned watch- and clock-making tradition to the table. Alternatively, two well-known brands can link – for example, when Ferrari launched its laptop, it teamed up with Acer.
In our view, brand migration is a high-risk and expensive strategy and one that should only be considered when all other options have been exploited and exhausted.
Not all all. Our client portfolio includes clients from Europe, America, and Southeast Asia, and we have never encountered problems. Modern technology makes the transfer of information instantaneous, and we find email and video communication is always more than sufficient to progress a project to a successful conclusion. Of course, if you are ever in Thailand, you are still very welcome to visit us in our conveniently located downtown Bangkok offices…!
A complete “top to bottom” branding project covers a multiple of disciplines, and our knowledgeable in-house specialists will be involved at each of the different stages. You will be assigned a Senior Account Executive who will be responsible for the day-to-day management of the project, and he or she will involve brand experts, marketing personnel, designers, and developers as the project progresses.