Brands
Purpose
Clarify and articulate brand identity and positioning
How to Use
1. Introduce brand equity using Aaker's or Keller's framework. 2. Map the brand's current associations on a brand identity prism or equity pyramid. 3. Identify the core brand promise and differentiators. 4. Test against customer perception data. 5. Identify gaps between intended and perceived brand. 6. Design brand alignment actions across touchpoints.
Created by Various (Aaker, Keller)
When to Use
This tool is suited to the following coaching and facilitation contexts:
| Context | Relevant |
|---|---|
| Individual Coaching | |
| Team Coaching | |
| Leadership Development | |
| Facilitation / Workshop | |
| Online / Virtual |