Brand Alliance Check
Insert date hereINTERNALPage 1 of 555Brand Alliance Check –Name of the brandPreword – definition of scopeThis brand alliance check secures the strategical business purpose and value of a planned alliance with apartner and ensures the consistent visualization of the alliance between the partner and BASF. It helps to fixthe geographical scope and duration of the alliance.Please discuss this document with your Brand Champion.In general: A logo use agreement via Global IP - Legal is ALWAYS obligatory if the BASF logo or the individualbrand logo from BASF is shown/used by an external partner.Prerequisites – please mark the option that applies for you and comment:Is there a business advantage for BASF and which business goal do you want to reach?YesNoComment:Is the alliance partner relevant to BASF?YesNoComment:Does the partner go along with the BASF values (creative, open, responsible, entrepreneurial)?YesNoComment:Reputation: Does the performance of the partner/partner product fit with our aspiration(sustainable solutions, innovation, customer focus)?YesComment:No
Insert date hereINTERNALPage 2 of 51. Description of alliance:What is the story of this brand alliance?Which are the objectives and benefits expected from the targeted brand alliance?What is BASFs part in this brand alliance?What is(are) the benefit(s) to the target group(s)?2. Who is part of the brand alliance?BASF/individual brand:Alliance partner corporate brand or individual brand:Business contact of partnerAddress:ZIP code:City:Country:3. Duration:Single event 2 years 2 yearsOthers4. Geographical scope:Please check if brands are protected in the respective countries.Local (single event, city)CountryIf more than one country, please provide a complete geographical scope here:
Insert date hereINTERNALPage 3 of 55. Risks:(description of risks, probability, impact and measures) – please add or delete if neededRisk (pre-defined forcorporate brand ow-medium-high)Measures to deal withor minimize risksIndividual risks Misuse of [Name] brande.g. “Internal audit” duringcustomer visits performed bysales colleagues.Insufficient product quality offinal partners producte.g. “Internal audit” of the QMand regulatory system: Checkdeclared specifications.Higher exposure, thereforeprobability of possible imageloss in case of wrongmessaginge.g. Active check of marketingmaterial by sales andmarketing colleaguesThe brand alliance does notharm the corporate umbrellabrand in any way (reputationand/or liability)e.g. Yearly check betweenbrand manager and salescolleagues to (re-)evaluate therelationship with partnercompany and outcome.6. Brand touchpoints:Press tion siteBusiness cardPresentationAppVehicles (car/truck/container)PackagingProduct brandingOthers
Insert date hereINTERNALPage 4 of 57. Short alliance statement:Statement:“[Name] by BASF”“Made with [name plus description ofperformance] by BASF“Made with [name] by BASF“Made with [name] - a brand of BASF”“Sponsored by BASF”“In cooperation with BASF”OthersOther/large (extended) alliance statement text:Alliance statement approved byGBI/L - LegalNameGBH/IBName8. Layout (draft)e.g. how does the alliance look on a website or packaging (referring to touch points). The final visualization has to be part of the finalcontract to be signed by the alliance partner.
Insert date hereINTERNALPage 5 of 59. Signatures:Alliance approved by:Business (Brand :Informed:Brand Champion DivisionDate:Signature:COM/STSignature:ature:Next step: Please send the final filled in document and the layout drafts to your Brand Champion.
This brand alliance check secures the strategical business purpose and value of a planned alliance with a partner and ensures the consistent visualization of the alliance between the partner and BASF. It helps to fix the geographical scope and duration of the allianc
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
STRATEGIC BRAND MANAGEMENT Strategic brand management process is important for creating and sustaining brand equity. Developing a strategy that successfully sustains or improves brand awareness, strengthens brand associations, emphasizes brand quality and utilization, is a part of brand management. The brand str
The brand meaning evolution model The brand resonance pyramid model Brand knowledge is defined in terms of two components: brand awareness and brand image o Brand awareness relates to brand recall and recognition performance by consumers o Brand image refers to the set of associations linked to
Araling Panlipunan . 2 Araling Panlipunan 2 Ma. Ther Inilimbag sa Pilipinas ng _ Department of Eduction-Instructional Materials Council Secretariat (DepEd-IMCS) Office Address: nd 2 Floor Dorm G, PSC Complex Meralco Avenue, Pasig City Philippines 1600 Telefax: (02) 634-1054 or 634-1072 E-mail Address: imcsetd@yahoo.com Mga Bumuo ng Kagamitan ng Mag-aaral Consultant: Zenaida E. Espino .
