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Communication Strategy and Promotion Activities

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Communication Strategy and Promotion Activities branding STUDIES The brand development is a complex process consisting of several stages. The brand strategy is based on the current situation study and the generation of hypotheses regarding the territory of the future brand positioning. Our specialists study the external environment, competitive environment and consumers. In case of rebranding the brand audit shall be conducted. At the stage of a project debriefing a set of tools shall be formed to implement the task assigned and the research mix - the optimum combination of different context relevant studies - shall be defined. EXTERNAL ENVIRONMENT Using the market and media data we analyze the cultural context distinguish the current trends and explore the global experience. Also we carry out an industry-specific structural analysis and study the market signals for the further proposal of working hypotheses in terms of positioning. This set of studies also includes the comprehensive study of a product company and its partners. COMPETITIVE ENVIRONMENT Based on the classic and innovative methods for competitor analysis we outline the territories of competitive brands positioning distinguish their strengths and weaknesses and find out the basic product substitutes which can have a material effect on the consumer choice. CONSUMERS In addition to the classic segmentation of the target audience its psychographics sociographics and behavioral analysis in order to identify the precise insights stereotypes and perception barriers we use the up-to-date psychological methods based on empathy and designer thinking. Based on quantitative and qualitative studies we form a full consumer profile motivation points of contact and behavioral change triggers. BRAND AUDIT The audit objective is to study the existing brand in detail for the more accurate planning of marketing activities rebranding or business preparation for sale. We conduct a brand audit with the use of a diagnostic map consisting of 6 blocks: philosophy, architecture, identity, image, communication, environment. The brand audit makes it possible to assess the expediency of the preservation of visual elements as they are expansion of the range of products, rebranding / restyling change in the pricing policy adjustment of the communication strategy and promotion activities. BRAND STRATEGY The brand strategy is a strategy for a brand creation, development, change and market adaptation. The key task of the brand strategy is to improve the business performance. The main elements are the brand architecture and platform metaphor and communication strategy. Depending on the stage of brand development and current tasks on a case-by-case basis jointly with the client our specialists define the required list of works which will allow to arrange all elements into a single system and to set the strategic development direction. BRAND ARCHITECTURE If one company has several brands in its portfolio there is a frequent question regarding its internal structure and the combination of brand roles in communication. The brand architecture helps to structure the brand portfolio according to one general principle to define brand roles their interrelation and internal hierarchy. There are several classic methods which are used by our specialists for defining the role of brands in the marketing strategy. To identify the "speaker" to add the "recommender" support or to strengthen the position with the help of an umbrella brand - all these issues are resolved at the stage of the brand architecture building. BRAND PLATFORM The brand platform is an integrated model describing the brand identity: its mission, vision, essence, role for the consumer (style, nature, tonality, etc.), emotional and functional advantages as well as key values and reasons to believe (RTB) expressed through brand promises in communication. The brand platform is based on positioning without which the successful marketing strategy of the brand is impossible since it is the main factor in determining the key differentiators and benefits of the brand. Based on our experience we have developed the successful positioning criteria: good faith stability and good security degree. The untrue brand promises have a direct impact on the drop in sales and result in the tremendous loss of goodwill. This is because positioning is not only how the manufacturer sees the brand but also how the brand is perceived by the buyer. As part of the brand platform we summarize all studies and hypotheses clearly define the brand vision and positioning divide the target audience into segments, create the brand identity develop the name and visual representation requirements. BRAND METAPHOR The metaphor allows one to express the brand essence and its value with the use of a simple image. Basically it answers the question “What are we?”. Ideally serving as the perfect link between the strategic and creative components of the brand the metaphor is the perception dominant: it translates positioning into an image plane sets the creative component development direction lays the groundwork for the brand archetype. REBRANDING To the end that the brand is in compliance with the cultural context and meets the consumer requirements at any time rebranding is required from time to time. It can be both superficial and affect only the visual identity (restyling) and the deep rethinking of positioning with the subsequent change in the brand role for the consumer. In order to define whether rebranding is required we recommend to conduct the brand audit. DIGITAL STRATEGY Today, the key channel of communication with consumers is the Internet. Most of the audience is concentrated there, which means that it is vital for brands to build effective communication, taking into account the features of this channel. The brand presence strategy in digital is a comprehensive detailed tool that describes the behavior and formats of brand presence in the network. As part of preparing the strategy, the Agency team conducts an audit and analysis of the current brand situation in digital, analyzes the competitive environment, determines trends in this segment, studies and conducts audience segmentation, specifies positioning, values, character, communication principles, recommends relevant channels and tools, and determines the types of relevant content. COMMUNICATION STRATEGY The communication strategy is a step-by-step long-term plan for the building and implementation of the company's communications to achieve strategic marketing and business goals. The strategy is built on the basis of the platform and its main objective is to convey the brand essence to the target audience in a correct manner. In most cases the strategic direction of communication development is set for a long- term period and annual communication plans only adjust this direction based on the marketing data obtained and feedback from consumers. Structure of the communication strategy: communication platform of the brand, POEM channels, tools, action plan, media strategy. COMMUNICATION PLATFORM Creating a communication platform our specialists work through 6 blocks: communication strategy - key principles forming a comprehensive integrated communication; key messages - information that should be communicated to the consumer in the form of promises; communication differentiation - communication techniques that allow the brand to tune away from competitors; emphases - values, attributes, territories and other aspects that should be used actively; tonality, nature, language - verbal, emotional, ethical and social principles of communication; stylistics - visual principles of communication. POEM CHANNELS According to the communication platform there is a mix of relevant media channels and messages for each of them formed. According to the POEM model we use three types of media: paid - classic paid media vehicles (traditional advertising), owned - owned media vehicles that come into direct contact with the consumer (packaging, website, transport, form, etc.), earned - earned media after the successful use of the product (fan photos, word-of-mouth marketing, etc.). This approach allows one to create a truly efficient comprehensive communication of the brand. We pay special attention to the digital channel-we form a comprehensive vision of the brand's presence in the network. TOOLS The brand communication tools include the full range of marketing methods and techniques for communicating the key brand values to the consumer. In addition to active tools, such as advertising, direct sales, after-sales service, etc., we attach great importance to the development and implementation of a complex of lateral tools: branding, PR, loyalty programs, packaging, neuromarketing and so on. ACTION PLAN Action plan is a detailed step-by-step list of activities within a time period specified which defines the brand communication. Each activity in the calendar plan contains objectives and tasks key messages and tools used. This document is a kind of a demonstration map based on which the brand is being developed. MEDIA STRATEGY The main objective of the media strategy is the most efficient rational and justified assignment of the media budget among communication channels. The media strategy forms the long-term understanding of the brand communication to the target audience provides for the sequence of communication stimulates the synergistic effect due to the use of various advertising media as a single set allows one to optimize the budget and to evaluate the efficiency. The key elements
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