Summary: Building Strong Brands – David Aaker

A sub-brand simply distinguishes part of a product line. Good sub-brands add value by:
Describing a key feature, a target segment or a function.
Clarifying the niche being targeted by a product.
Creating associations for new product lines.
Exploiting emerging opportunities cost-effectively.
Facilitating vertical and horizontal market extensions.

The value of a change always needs to be balanced with the value of consistency and the power of a hard-earned heritage.”

How can a brand evolve without losing existing value?

By introducing updated symbols with the same meanings.
By shortening or clarifying the brand name.
By updating a slogan while remaining consistent.
By introducing new products in its specialist field.
By adding extended dimensions and elements to the brand.
By adding new emotional benefits.
Through using sub-brands or co-branding arrangements.
By providing links back to essential heritage elements.

point of differentiation should be unique, compelling and something that resonates with consumers.

. Active communication objectives may include:
Adding to the brand, so as to broaden its target audience.
Reinforcing and exploiting the current brand image.
Specifying what the brand is not.

A brand’s positioning statement should target a specific audience rather than the faceless masses. This may even be refined to specify a target and secondary target audience – ensuring communications appealing to the target audience do not unintentionally antagonize a second target audience.

Positioning is the sum total of five characteristics:

It ties in with the product’s value proposition.
It is specific to a target audience.
It is actively communicated.
It demonstrates a distinctive competitive advantage.
It is feasible and realistic.

If a brand can dominate a key functional user benefit, it can dominate that product category.

Brand identity is built on the foundation of the value proposition – what the product offers and how well it delivers on that promise.

Self-expressive benefits