Any business organization wish to have a strong brand. Many companies allocate a huge budget for marketing communication, particularly advertising. However branding investment is only effective if it is build on a sound strategy. A great combination of international expertise with local brand building experience is the unique advantage which Masso Consulting can help companies to build the most effective brand building strategy within their resources. We help you answer all key questions related to brand building:
   

1.       Brand Identity and Positioning

• What is your brand image today? How consumers and partners perceive it?
• Your brands’ functional and emotional benefits?
• What is your brand message?
• How your brand positions against competitors? And among consumers’ segments?
• If your brand positioning consistent with total marketing strategy?
• What is your brand associated with? Brand personality
• Brand design standard: color, font, size…?
• How to translate brand strategy into practice: agency brief, big idea…

2.      Brand Architecture and Portfolio

• If the current brand architecture and portfolio is optimum?
• If the current brand portfolio support business growth and new business?
• Does company need to revise its brand architecture master brand, sub-brand…?
• What is the ideal brand tree, which can maximize companies’ potential?
• How many brands? how they are linked?
• Should company need a new brand or use existing brand or introduce sub-brand?
• How company allocate marketing budget among its brands?

3.      Brand integrated communication activities

• What are brand objectives in regard to total marketing objectives?
• How to translate brand objectives into brand activities?
• What is the best mix among marketing activities: advertising, direct marketing, brand activation, POSM, event marketing, PR, promotion…?
•  How to allocate budget by activities effectively?
• How to execute brand activities professionally?
• Brand activities tracking and results measurement?

4.      Brand implementation & measurement

• Select brand building partners
• Develop agencies’ brief: agencies brief, activities brief
• Manage brand partners during its execution to endure correct implementation
• Brand results measurement

5.      Brand building strategy: This is the total brand building service, covering all above issues

• Brand identity and strategic positioning
• Architecture and brand portfolio
• Integrated communication
• Brand activities execution and measurement
• How to translate brand strategy into practice: agency brief, big idea…