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| The Dentsu Honeycomb Model® |
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Dentsu Honeycomb Model®, developed exclusively by Dentsu, is a 7-step model used in formulating a brand vision for the medium and long term. Once the brand vision has been determined and outlined, it becomes the basis for a wide range of communications approaches, thereby creating the foundation for formulating and implementing sales strategies and planning product development.
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| Dentsu Brand Vision Creative Session |
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"Dentsu Brand Vision Creation Sessions" is a collaborative session used to clarify and to share the brand vision held by the persons involved in building brands. This unique tool created by Dentsu is effective in eliciting and organizing ideas. In supporting this session, we also provide "Vision Sketch®," a tool to generate ideas enjoyably by using picture collages, and "D.S.S®," Dentsu's original computer-network-based conferencing system for brainstorming that brings together distantly located people to share ideas in real time.
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| ContactPoint Management® |
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The effective points of contact connecting the brand to its customers, which we call ContactPointTM, can be mass advertising or it can be a magazine article, Web site, in-store display, or word-of-mouth information passed on from a friend. Dentsu's ContactPointTM Management is an original method that focuses on finding the optimal contact point ContactPointTM combination and timing to plan an effective, efficient integrated branding campaign strategy.
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| Brand Value Cube Model® |
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The model is used to measure the effects of a brand on consumer purchasing intention, which allows the monetary value of the brand to be calculated. Based on the results, the next brand strategy can be devised. The concept is to calculate the share of specific corporate value and business value for each brand, based on the brand's profitability and market position, as well as the customer awareness of and growth potential for each brand. The basic calculation is done by multiplying the potential future earnings (a financial approach calculation) by a value for the consumer mindshare of a brand (a marketing approach calculation), thereby determining the estimated value of each brand. These methods can be customized, depending on the issues at hand, to devise an optimal method.
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