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Brand building is established gradually through consumers contact with all the contact points of which they are surrounded. To effectively communicate a brand's core value, the selection of the contact point and the way in which it is experienced by consumers present the biggest challenge for strategic planning. For all of our clients brand building needs,Dentsu has pioneered original branding methods to ensure that each phase of a brand's life is dealt with effectively. We are able to devise measures for solving problems using all of the resources available within the Dentsu Group. Brand vision is formulated through the use of the "Dentsu Honeycomb Model®" and "Dentsu Brand Vision Creation Session," and methods such as "Context Branding®" and "ContactPoint Management®" are employed to execute the most effective plan for ideal branding.
Our Brand Creation Consulting Group (BCC) is the hub of activity for addressing branding issues at the corporate management level. It provides comprehensive strategic consulting services for brand building. The BCC's dedicated consultants specialize in various fields: business strategy, marketing, design systems, and corporate communications. Professor David A. Aaker, the branding authority, is an Advisor to Dentsu Inc. Together they deliver the best brand-related solutions to our clients.
Moreover, we address the important issue of Corporate Social Responsibility (CSR) in corporate branding, and have established the "Dentsu Reputation Program®",an original management program for forming a company's reputation.
In these ways and more, The Dentsu Group provides a holistic approach to branding.
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Context Branding® is Dentsu's original branding method that enables the enhancement and the development of brand communication. The method covers not only the brand vision established by the company and the brand image held by consumers, but also the context surrounding a brand.
A brand is often thought of as intangible and too difficult to quantify, but by focusing on the context, the brand becomes more visible and its structure apparent. Strategic scenarios can then be devised based on this visualization and structuralization of the brand.
[For more details, please refer to "Context Branding － Creating a Context Between Business and Customer" (P.52) in Dentsu's publication "ADVERTISING Vol.8: 2003", and "Brand Strategy Scenarios － Context Branding" by Satoshi Akutsu and Shigeru Ishida, published in Japanese by Diamond, Inc.]
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Today, maintaining a solid standing among various stakeholders has become an important issue for corporate management as companies begin to focus on corporate social responsibility (CSR). Through this program, Dentsu contributes to the development and improvement of corporate reputation. When supporting our clients in their efforts we employ two fundamental steps; Reputation Audit, which is first used for measuring and analyzing reputation, followed by Reputation BuildingTM utilized for drafting and implementing a communications strategy to maintain and improve reputation. By putting this program into action, a company comes gains the ability to clearly evaluate the results of its PR and IR activities and manage its goals. |
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To implement a brand strategy, the Dentsu Group is well suited to provide the best solutions for specific issues in developing communications. Dentsu Group companies in Japan, including DENTSU TEC, Dentsu Public Relations, Dentsu Research and Information Services International-Dentsu, together with an extensive global network that includes a partnership with Publicis Groupe S.A. of France, gives Dentsu additional powerful resources for implementing successful brand strategies.
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Dentsu provides systematic brand evaluation services and tools for determining the most effective implementation strategies. Our global brand audit package called "Brandex®"("dBrandexTM" in 9 Asian countries , "BkatTM" in U.S.A.), is a web-based system that offers sophisticated brand diagnostics based on consumer perceptions and controls brand-building strategies. Our "Brand Value Cube Model®" calculates brand value on a monetary basis for use in developing management policy. In addition, Dentsu has a licensing agreement with Integration Co., Ltd. to offer its "Market ContactAuditTM (MCATM)", a system that allows quantitative evaluation, an analysis of the relationship between the impact exerted by every contact point and brand market shares. All of these evaluation methods help to develop branding over the medium and long term.
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Developed proprietarily by Dentsu, Brandex® is a global brand audit service that offers brand diagnostics based on consumer perceptions. Grounded in standardized surveys conducted in over a dozen cities around the world, it serves as a system solution to brand management that combines an extensive brand database with user-friendly analytic software to generate directional insights for future brand-building. Its approach is as follows:
(1) Multifaceted analytical models employed in assessing brand value;
(2) Global surveys conducted with consistent parameters; and
(3) Online, real-time offering of database and software that generates ready-to-present graphical reports.
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MCATM is a unique empirical tool that measures and manages holistically the effectiveness and efficiency of a brand’s marketing communications. It helps to determine an optimal mix of contact points that will help a brand to maximize its market share over time.
The influence of each brand's contact point is measured by category and by market. The outlook for a brand against its competitive brand set is presented statistically in terms of strengths, weaknesses, opportunities and threats. As a result, the use of contact points can be optimized and cost effectiveness improved.
This tool was developed by Integration Marketing & Communications and its use is licensed to Dentsu. |
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