Katho Branding101_Brand Positioning, Segmenting & Research
Branding 101Positioning, Segmentation & Research @ana_adi | www.anaadi.net
Brand positioning strategy is about finding a right place for a brand in market place as well in the consumers’ mind.@ana_adi | www.anaadi.net
Positioning strategy says a brand can only stand for one thing in the mind. The more focused the meaning, the stronger the brand.@ana_adi | www.anaadi.net
Brand positioning from how you see it@ana_adi | www.anaadi.net
Brand positioning Based on what you know, identify: brand identity brand image brand promise target audience profile (age, demographics, education...) persona (describe a consumer) brand competitors (SWOT) point of difference/ unique selling proposition points of similarity@ana_adi | www.anaadi.net
effective segmentation needs to be: measurable substantial accessible differentiable Effective positioning needs effective targeting. This requires effective segmentation. identification and profiling of consumers based on their needs and preferences selection of a market segment establishment and communication of distinctive benefits of the brand@ana_adi | www.anaadi.net
education & affluence age & life cycle family life cycle life stage urbanization gender race & ethnicity income mobility generation social class lifestyle activities interests opinions@ana_adi | www.anaadi.net
Brand research - When? New company Expansion (product/ brand) Mergers Revitalize/Rejuvenize (Rebranding/Repositioning)@ana_adi | www.anaadi.net
Brand research - What for? Determine client/prospect hot buttons and pain-points in the market for a company/product like yours Uncover marketing/advertising mediums primarily used by clients/prospects when searching for a company/product like yours (trade ads, direct mail, internet search etc.) Compare your company/product against competitors Uncover current brand image perceptions of your company/product Develop value proposition Develop positioning Develop brand promise@ana_adi | www.anaadi.net
Brand research - How? It depends on what you want to find out (research questions) AND why you are doing the research (research aims)@ana_adi | www.anaadi.net
For an introduction to research methods please check Dr. Geana’s presentation on Introduction to Mass Communication Research.@ana_adi | www.anaadi.net
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