Kroger Brand Architecture Equity Pyramids - Ben Rangel
16337
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Kroger Brand Architecture Equity Pyramids

House Brand Equity Pyramid Booklet

About This Project

Project was to explore and develop Kroger house brand architecture, and develop a quick equity pyramid reference resource guide for Kroger corporate. Objectives were to collaborate with brand account leads to define the below listed value propositions for each brand.

  • Brand Essence – The driver of the overall customer experience, the higher-order benefit that creates the basis for the connection with the brand
  • Customer Response – How a customer feels, an articulation of the non-functional brand benefit
  • Brand Promise – What the customer gets as a result of the brand’s positioning, an articulation of the functional brand benefit
  • Points of Difference – Ownable brand attributes that are unique to your brand, these become the foundation for the brand positioning
  • Points of Parity – The attributes that the brand does well, but that other brands may also offer
  • Brand Positioning – Defines the basis for differentiation and how the brand wants to be perceived
  • Brand Personality – Defines how the positioning is to be delivered, i.e., tine, image, language
Category
Branding