Business method for integrating and aligning product development and brand strategy

• US 7,711,596 B2
• Filed: 02/14/2005
• Issued: 05/04/2010
• Est. Priority Date: 02/14/2004
• Status: Expired due to Fees

• Current Assignee: Steven M. Cristol
• Original Assignee: Steven M. Cristol
• Inventors: Cristol, Steven M.
• Primary Examiner(s): Boyce; Andre
• Application Number:
  US11/058,107
• Publication Number:
  US 20050256844A1
• Time in Patent Office: 1,905 Days
• Field of Search: 705/10
• US Class Current: 705/7.36
• CPC Class Codes: G06Q 10/00 Administration; Management
• CPC Class Codes: G06Q 10/06313 Resource planning in a project environment
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A business method that improves brand identity by effectively allocating product development resources and prioritizing projects based on a systematic approach of defining assumptions that drive brand development and assessing a product development portfolio thereon.

Claims

1. A computer-readable medium having instructions stored thereon that, when executed by a computer, enable the computer to perform a method comprising the steps of:

identifying at least one product development initiative for at least one of a product, a service, and a combined product and service;

prioritizing the at least one product development initiative based upon at least one of assessing alignment with drivers of brand choice and assessing the competitive impact of the at least one of a product, a service, and a combined product and service with regards to brand identity and brand equity in relation to a competitor'"'"'s product or service, evaluating whether the product development initiative will maximize contributions to at least one of brand identity and brand equity based upon defining attributes having product characteristics that a customer utilizes to distinguish similar functioning products, the product characteristics including category adoption drivers importance index, brand choice drivers importance index, alignment of product development initiative with category adoption drivers, alignment of product development initiative with brand choice drivers, competitive impact of product development initiative, overall strategic importance of product development initiatives, resource requirements of product development initiative, complexity of product development initiative, overall priority based on integrated assessments, and application composite priority score;

presenting the prioritized at least one product initiative on a graphical display;

assessing at least one of a human burden, a financial burden, and a development complexity burden to initiate and complete the development of the at least one product development initiative based on color-coded indicia presented on the graphical display; and

deciding resources to allocate to the at least one product development initiative evaluated to have maximized contributions to brand equity based upon the assessed alignment with the drivers of brand choice, the competitive impact, the human burden, the financial burden, and the development complexity burden.

2. The computer-readable medium of claim 1, wherein prioritizing includes integrating and aligning a product development strategy to increase impact of the product development initiative.

3. The computer-readable medium of claim 1, wherein the assessing based on color-coded indicia includes assessing based on a color key.

4. The computer-readable medium of claim 3, wherein the assessing based on the color key includes a first color to designate a superior competitive situation, a second color to designate a parity competitive situation, and a third color to designate an inferior competitive situation.

5. The computer-readable medium of claim 4, wherein the assessing based on the color key includes a green bar for the first color to designate the superior competitive situation, an amber bar for the second color to designate the parity competitive situation, and a red bar for the third color to designate the inferior competitive situation.