Branding Elements
Commercial Appraisal
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A Brand Plan is the abbreviated form of an Operational Marketing combined with a Strategic Marketing Plan as it contains the cruitial elements of both. This is a suitable tool only for organizations and in markets that are very well understood, like in well established companies and markets and for a mature product or portfolio.
A Brand Plan needs to cover the following elements to properly to support a product and guide an organization:
- Service or Product
- Disease
- Product with Mode of Action
- Value-Add
- Mission Statement
- Logo Description
- Colors and Typeface
- Tagline
- URL and Keywords
- Target Market
- Primary Product Category
- Geography
- Reimbursement
- Customer Demographics
- Epidemiology
- Complications, Co-Morbidities and Co-Medications
- Product Price and value
- Product or Service features
- Product or Service of differentiation
- Competitive Situation
- Current Marketing and Advertising Programs
- Budget(s)
The Brand Plan should not be mistaken for the activities needed for the branding of a product!
This term was defined by: Max Beckmann
Status: October 2010
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