Brand Report Card (BRC) Brand Personality Scale (BPS)

BRAND REPORT CARD (BRC)
BRAND PERSONALITY SCALE

(BPS)
Brand Report Card
 By Kevin Lane Keller in a HBR article (2000)
 Identified 10 characteristics that the world’s
strongest brands share and constructed a report card
BRC – 10 attributes
 The brand excels at delivering the
benefits customers truly desire
 The brand stays relevant
 The pricing strategy is based on
consumers’ perceptions of value

 The brand is properly positioned
 The brand is consistent

BRC – 10 attributes (contd…)
 The brand portfolio and hierarchy make sense
 The brand makes use of and coordinates a full
range of marketing activities to build equity

 The brand’s managers understand what the
brand means to consumers

 The brand is given proper support and that
support is sustained over the long run

 The company monitors sources of brand
equity
#1 The brand excels at delivering the benefits
customers truly desire
 Why do customers really buy a product?

#1 The brand excels at delivering the benefits
customers truly desire
 ‘We treated coffee as a produce, something to be

bagged and sent home with the groceries. We
stayed one big step away from the heart and soul of
what coffee has meant throughout centuries’
 The aroma, the taste, the displays, the music and
the cozy, clean feel of the furniture
 Ave. customer visits a store 18 times a month and
spends $3.50 a visit; 50% annual growth rate thru
the ‘90s
#2 The brand stays relevant
 By contemporarizing …
 User imagery
 Usage imagery
 Brand personality
 Feelings elicited
 Type of relationship sought
 ‘The best a man can get’ – a consistent, intangible
sense of product superiority; yet, R&D to be as
technologically advanced as possible’
Popcorn – ACT II
#3 The pricing strategy is based on consumers’
perceptions of value
 Value pricing should not be adopted at the expense

of essential brand-building activities
 Cascade – automatic-dishwashing detergent brand –
‘virtually spotless’
#4 The brand is properly positioned
 Successful brands create points of parity (thereby

neutralizing the competitors’ advantages) and
points of difference (thereby achieving advantages
over competitors)
 AmEx Vs Visa: ‘Membership has its privileges’ Vs.
‘Its everywhere you want to be’
#5 The brand is consistent
 Striking the right balance between continuity in
marketing activities and the kind of change needed
to stay relevant
 Where you’re going, it’s Michelob
 Weekends were made for Michelob
 Put a little weekend in your week
 The night belongs to Michelob
 Some days are better than others
 Some days were made for Michelob
#6 The brand portfolio and hierarchy make sense
 Single product lines are often sold under different

brand names, and different brands within a
company hold different powers
 Brand portfolio to provide maximum market
coverage and minimum overlap
 Banana Republic, Gap and Old Navy
#7 The brand makes use of and coordinates a full
repertoire of marketing activities to build equity
 Strong brands mix and match the marketing

elements to perform a number of brand-related
functions such as enhancing or reinforcing
consumer awareness of the brand or its image and
helping to protect the brand both competitively and
legally
 Both push and pull functions
#8 The brand’s managers understand what the brand
means to consumers
 If its clear what customers like and don’t like about a

brand, and what core associations are linked to the
brand, then it should also be clear whether any given
action will reinforce the brand or create friction
 Bic Vs Gillette
 Bic heritage – High quality at affordable prices, convenient
to purchase and convenient to use
 Disposable pens, lighters and razors
 Perfumes from Bic - ‘Paris in your pocket’
 Bic’s image – a utilitarian, impersonal essence – which
didn’t at all lend itself to perfumes
#9 The brand is given proper support and
that support is sustained over the long run
 A firm foundation for brand equity requires that
consumers have the proper depth and breadth of
awareness and strong, favourable and unique
associations with the brand in their memory
#10 The company monitors sources of brand equity
 Strong brands generally make good and frequent

use of in-depth brand audits and ongoing brand-
tracking studies
 Disney
Brand Strategy Process
The process of creating a brand strategy begins with a brand
audit and ends with a plan for executing the brand across all
touch points.
Brand Audit
Competitive Brand
Target & Insight
Assessment Inventory
Points of Parity and Difference
Brand Strategy
Equity Positioning Personality
Pyramid
Objectives & Metrics
Brand Execution
CRM &
Brand Communications
Community
Elements Strategy
Building
Brand Experience Map
Target Insight
A target insight describes how a meaningful connection can be established between
what the brand offers and the target’s explicit or implicit needs.
Trends Where to Find Insights
Motivations/”Sweet spots”
Decision-making process/criteria
Higher level benefits
Image/Identity gaps
New Segments
Unmet needs
Points of Parity and Difference
Potential Brand Differences Wants and Needs
Brand
Strengths Our Consumer
PODs Needs
Vulnerabilities
Their
POPs PODs
• Points of Parity (Category Benefits)
a POD’s analysis is to identify
what ideas from our brand and
Competitor competitive brands are most
Strengths meaningful and potentially
differentiating.
The purpose of a POP’s analysis is

to identify which category benefits
are critical for establishing
credibility.
Brand Inventory
A brand inventory identifies existing or potential assets that can be leveraged or gaps
that need to be addressed to build or create sustainable points of differentiation.
Heritage/Historical Positionings (existing products)
Brand Identity logos, icons or symbols Where to Find

Assets or Gaps
Secondary associations
Gaps between identity and image
Organizational strengths
Brand Values/Vision
Product performance claims, proprietary technology/patents
Third-party ratings or endorsements

Brand Pyramid
The brand equity pyramid outlines the basic building blocks of what the brand should stand
for – brand vision, brand positioning, and brand personality and brand measurement.
Relationship
Brand Equity Pyramid
Resonance
Response
Consumer Consumer
Judgments Feelings
Meaning
Brand Performance Brand Imagery
Identity Salience
Brand Elements
 Brand Name
 Brand Logos and Icons
 Colors
 Symbols
 Music/Earcons
 Celebrities or Personalities
 Advertising slogans and jingles
 Brand Alliances/Secondary Associations
 Co-branding
 Licensing
 Sponsorship
 Event Marketing
 Celebrity Endorsement
 Third-party Endorsements
Brand Experience Delivery
A brand experience map describes the points of interaction that influence customer
behavior and brand perceptions through the customer lifecycle. It helps identify and
prioritize high-impact customer touch points, sometimes called ‘moments of truth’.
Customer Initiated Intrinsic (Use)
Web In the store

Store At home
Customer Service
Unexpected Company-Initiated
Third party endorsements Signage

Word of mouth Advertising
News CRM
Community Building
Often, the most effective way to connect customers to the brand is to connect them to
each other. ‘Brand communities’ help define user image and distinguish brand users
as part of a special group.
 Community building tools
 Social networks
 Blogs
 Refer a friend
 Product ratings
 Live chat
 Events
 Panels and surveys
Brand Personality framework

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BRAND REPORT CARD (BRC)

BRAND PERSONALITY SCALE

 The pricing strategy is based on

consumers’ perceptions of value

 The brand is consistent

range of marketing activities to build equity

brand means to consumers

support is sustained over the long run

 Why do customers really buy a product?

 ‘We treated coffee as a produce, something to be

 Value pricing should not be adopted at the expense

 Successful brands create points of parity (thereby

 Single product lines are often sold under different

 Strong brands mix and match the marketing

 If its clear what customers like and don’t like about a

 Strong brands generally make good and frequent

Trends Where to Find Insights

Higher level benefits

The purpose of a POP’s analysis is

Heritage/Historical Positionings (existing products)

Brand Identity logos, icons or symbols Where to Find

Gaps between identity and image

Product performance claims, proprietary technology/patents

Third-party ratings or endorsements

Brand Performance Brand Imagery

Customer Initiated Intrinsic (Use)

Web In the store

Third party endorsements Signage

 Community building tools

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