A step‐by‐step process to build valued brands

Purpose – The primary purpose of this study is to illustrate an analytical method to identify tangible and intangible customer values and to translate those values into brand identity differentiators and product specifications. Design/methodology/approach – The authors adapt a product development analysis tool, the Value Opportunity Analysis (VOA), to the design of a brand identity, illustrating the use of the tool in a case study with International Truck and Engine. Findings – The paper illustrates how the VOA was used as a tool for evaluating and crafting both a brand identity, and shows how the brand identity translates into product specifications so that products embody, communicate, and deliver the brand identity. Research limitations/implications – Although the VOA has been used in diverse markets (business to business, consumer software, physical product), in this article the VOA is illustrated in the context of brand identity for physical products. Future studies should illustrate how the application of the method may vary across domains. Practical implications – This approach will appeal to executives, brand managers and product managers who have a goal of maintaining a differentiated brand identity and clearly delivering brand values through the products in the brand portfolio. Originality/value – Products serve as influential sources of information about a brand's identity. The paper treats the brand as a product to be designed, adapting an analytical approach to translate customer value into brand identity and ultimately into the specification of the products, to ensure that all are aligned to answer the marketplace needs in a way that differs from competitors.