品牌战略框架：确保高管支持和投资

Gartner Research 5 Steps to Creatinga Portfolio BrandStrategy to ShiftMarket Perceptions Christy Ferguson, Jen Singleton30 January 2024 5 Steps to Creating a Portfolio Brand Strategy toShift Market Perceptions Published 30 January 2024 - ID G00806219 - 19 min read By Analyst(s): Christy Ferguson, Jen Singleton Initiatives:Brand Management The pace of innovation and merger and acquisition activity overthe past five years has contributed to brand complexity andoutdated brand perception. With ongoing scrutiny of marketinginvestment, tech CMOs must decide to consolidate brands orcreate new brands that support revenue growth. Overview Key Findings In the 2023 Gartner Tech Marketing Organizational Design Survey, 42% ofrespondents cited “update a legacy brand image” as a top five reason for increasinginvestment in brand.■In the same study, 32% of respondents cited “consolidation of multiple brands” as atop five reason for increasing investment in brand.■As tech marketing budgets continue to be limited, Gartner clients indicate brandprogram spend is one of the most heavily scrutinized investment areas.■ Recommendations To effectively manage multiple brands across the portfolio, tech chief marketing officers(CMOs) must: Evaluate current brand perception to determine alignment or lack of alignment to thefuture of the portfolio’s business by assessing sentiment across key groups,including buyers, customers and influencers.■Identify overlap across all portfolio brands to make brand consolidation decisions byconducting a synergy analysis across market categories, buying audiences, growthopportunities and resources.■ Gartner, Inc. | G00806219 Build a compelling business case for resource investment to support long-termlaunch or relaunch plans by aligning investment to portfolio strategy.■ Introduction Tech CMOs are often faced with evaluating current brand architecture and positioning fora number of reasons, the primary of which is driving revenue growth. Reasons alsoinclude changing perception of a legacy brand, consolidating product brands following amerger or acquisition, or as a framing for the future of the business. To effectively address these brand decisioning issues, tech CMOs should take an iterativefive-step approach with their teams, as shown in Figure 1. Evaluate current brands.All brands — product and corporate — should be evaluatedto determine how and if they fit the persona of the organization (the brandvoice/personality), align with the future of the portfolio, and align to business growthgoals.■ Analyze brand synergies.Where multiple brands exist, the audience, business value,competitors, product/service capabilities and messaging overlap must be analyzedto best determine if brand consolidation is appropriate.■ Develop a new brand or update an existing brand.When the decision to build a newbrand(s) is made, brand architecture needs to be updated and positioning andmessaging need to be developed, along with a new brand image and namingstrategy.■ Launch a new brand or reposition a current brand internally.Launching a newbrand to employees takes finesse and care and should be executed with the samelevel of preparedness as the external launch.■ Launch a new brand or reposition a current brand externally.Launching tocustomers, buyers and influencers externally requires a focused approach that goesbeyond a “one and done” event or timeline.■ Analysis Step 1: Evaluation of Current Brand(s) In the 2023 Gartner Tech Marketing Organizational Design Survey, respondents shared thereasons for increasing investment in brand. Better differentiation, awareness creation andupdating legacy brand image were the top reasons cited, as shown in Figure 2. To effectively understand investment requirements and make brand decisions that conveybrand value to buyers and lead to revenue growth, tech CMOs must first understand thevalue of all current brands. The first step in brand decisioning is to evaluate your currentbrand or brands (see Brand Equity Assessment Framework). Brand Equity and Brand Strength The initial step in this evaluation should be a brand equity study. Gathering this data canbe the responsibility of different groups in the organization, which means research effortsare often siloed. To generate comprehensive insights, a third-party research agency maybe able to provide more robust analytics and research from many different inputs. In addition, there should be direct interaction with your customers to determine how yourbrand is perceived. Surveys distributed to existing customers can provide valuableinsights into your brand, such as their emotional connection to a particular brand. If thisconnection is high, keeping that brand name should be considered. Along with feedbackfrom existing customers, feedback regarding perception can also be gathered frominfluencers, third parties, channel partners and noncustomers as well for a more completeview of your brand, current perceptions and ove