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In modern marketing theory, approaches to branding sligthly deffer depending on which elements of marketing brand plan are more emphasised.
However, in brief, the follwoing elements are cosidered to be the basic elements of a marketing brand plan:
Situational Analysis- current state, strengths, weaknesses, perfomance, appraisals.
Vision, Mission and Goals.
Purpose.
Strategy.
Benefits.
Employee involvement.
Loyalty programe
Competitive awareness.
Execution.
Measurement.
Evaluation
The main seven elements of brand's marketing plan are:
1- The Market reserarch.
2- Determing the target marketing.
3- Positioning or determining the market share.
4- Competitive analysis.
5- Setting the Market Strategy.
6- The Budgting.
7- Price's Matrics .
1. Brand identity
Let us begin with the very basic. What exactly is a brand and what is brand identity? The brand of course is an easily recognizable name that immediately tells people about a certain organization that manufactures certain products or renders certain services. Brand identity is the way people recognize the brand. It may be through the logo or other associated visuals. The Swoosh logo of Nike is very simple, but is immediately recognizable worldwide along with its punchline, “Just Do It”.
2. Brand image
Brand image is the idea of the brand that people develop in their minds. It also dictates what they expect from the brand. For instance, Rolls Royce has the image of a luxury car maker. So, it cannot be making a budget car even if there is a market. Its existing premium customers won’t take it kindly as it dilutes the said image. It’s hard and sometimes impossible to change brand image, so it’s best to know what you’re aiming at, before you invest hard earned dollars.
3. Brand positioning
Positioning is the way a product is placed in the market. It basically defines what segments of the market it is targeting. For instance Virginia Slims is a cigarette targeted at women. Basic ingredients in all cigarettes are same but this one has been positioned to attract women by making it slimmer in size and making the packaging sleeker.
4. Brand personality
Brand personality is just like the personality of human beings. It is certain emotional or personal qualities that we associate with a particular brand. For example we can associate youthfulness with Pepsi or ruggedness with Wrangler. Every element of the brand identity including the colour of the logo and the typography on the brand name adds to the personality.
5. Brand equity
Brand equity is the value of a brand. It may include tangible financial value such as market share and revenue as well as intangible aspects such as strategic benefits of the brand. For example Apple is a major technology brand and people perceive it is a premium, cutting edge manufacturer of quality products. So, it is not only the sales but the sheer image that takes the equity to a different level altogether.
6. Brand experience
Brand experience is a combination of everything that a customer goes through while purchasing and using that brand. For example how does one feel while ordering food and eating at KFC? How does the staff behave and how fast do they deliver and of course how did the food taste? Also, since it has many outlets all over the world, all of them are expected to maintain uniform standards of experience.
7. Brand Differentiation
Differentiation, as the word suggests is how a brand stands out in the crowd. For instance Dell Computers lets people choose their components and assemble their own system, thus making it different from others who just sell readymade machines at the shop with no scope for customization.
8. Brand communication
Brand communication is the message it delivers through various sources like adverts, brochures, punchlines and hoardings. If the brand has to grow, it must be able to clearly communicate its core benefits to the customers.
9. Brand gap
Brand gap is the difference between what a brand promises to deliver in its communications and what it actually does. For its own sake, the gap should not be very high. A successful brand must be able to deliver what it promises. No amount of advertising or content marketing efforts can save a bad product.
10. Brand extension
Brand extension is basically the idea of going beyond ones origins and exploring newer fields. For example Google started as a search engine. But now it provides many other services including emails and mobile operating systems. This is how it has extended the brand but it must be done in a manner so that the existing operations complement the newer initiatives. Google gained market intelligence through its search operations and this is what enabled it to develop other services. Films sell merchandise like clothes or toys pre/post release, which are also extensions as they go beyond the main product (the film).
Brand Plan is a road map of success in logical cascade of events for any product or service.Start date & end date.
Based on market research.
Tasks are assigned for each critical success factor to personals .
Few elements can be:
1: Quantitative objectives in terms of revenue or units to be achieved.
2: Qualitative Objectives it tells what are the key success factors or skills are required to achieve Quantitative objective.(For example current & future market share).
3: Identification of Target audience
4: Positioning of brand.
5: Competitive analysis current & future scenarios.
6: Setting the marketing strategy.
7: Identification of critical success factors with assigned tasks to personals .
8: Advertisement & Promotional Budgeting .
The elements of the brand's marketing plan are:
Market research
Media to be used
Target Audiance
Budget limit
I find the answer of Mr. Marko Majkic to be very explanatory.
Situation Analysis
Key Issues
Vision-Purpose-Goals
Strategies
Execute and measure
