Part 2: Strategy to become a Superbrand – examples
7/7 2010
Examples of Superbrands
The last Blog was about a short checklist on how to become a Superbrand. Today I show a few examples based on the checklist.
1. Choose a segment. Apple started as a minor actor aiming at the creative few. Now Apple/Mac is a serious threat to main PC companies. Even PC freaks start using Mac.
2. Choose arguments. Cosmetics with scientific proof that you will be more attractive and younger
3. Positioning. “9 out of 10”prefer brand A is a way to prove that you are better than the competition. By naming the competition you set up the spectra of values you are better at. And many consumers want to join a winner.
4. Decide on one proliferation value (USP). “Because you are worth it”– you are worth to be loved and admired. We do to you what no other brand can do.
5. Evaluate a pricing strategy. For a Superbrand a high price is part of the strategy to create a unique profile. Nudie jeans for 100 euro and H&M jeans for 30 euro. Jeans maybe even from the same factory, the same fabric. Apple iPhone for 1 000 euro and the copycats for 400 euro.
6. Design a marketing strategy. The options are many and are of course a combination of all possibilities on this shortlist. The most profitable ever is probably iPhone.
7. Choose distribution channels. Often the same distribution as the competition or a new unique channel. Maybe a flagship store to really manage store design and test new products, new sales promotion concepts.
8. In store strategy. Many product variations will give you more space facing the buyer. But the profitability for the store is ultimately what decides the space you get. Look at cleaning agents, drinks. Several varieties. Even Yes has a apple blossom smell as well as the long time dominant ordinary Yes.
9. Follow up sales. There are companies that sell data, use marketing research analyse own data but get a hold of sales trends early.
10 Design a PR-strategy. Apple deliberately dropped the new iPhone 4 in a bar for anyone (?) to find. The new features created a buzz all over the world.
11. Who is the customer – market research to understand who, why. For BMW research shows it is an interest in cars, the ability to pay for the interest, an urge to show you are successful and that you are worth a BMW.
12. Follow presence in media. The problem is to measure adequately in social media. Not just presence but also impact. An endorsement on Facebook is maybe worth more than TV ads in order to create the buzz that can start and strengthen a Superbrand.
13. Rethink the strategy if necessary but not too early – it takes time and energy to become a Superbrand
By Bo Bäckman