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Katho Branding101_Brand Positioning, Segmenting & Research

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Katho Branding101_Brand Positioning, Segmenting & Research

  1. 1. Branding 101Positioning, Segmentation & Research @ana_adi | www.anaadi.net
  2. 2. 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
  3. 3. 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
  4. 4. Brand positioning from how you see it@ana_adi | www.anaadi.net
  5. 5. 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
  6. 6. Brand positioning Keep in mind: Messaging Design Uniqueness Trust Relevance Inspiration@ana_adi | www.anaadi.net
  7. 7. Principles of positioning@ana_adi | www.anaadi.net
  8. 8. Positioning mapping (perceptual)@ana_adi | www.anaadi.net
  9. 9. Brand positioning seen from a brand touch point@ana_adi | www.anaadi.net
  10. 10. @ana_adi | www.anaadi.net
  11. 11. Analyze the website or Twitter account you were given and perform the same exercise as before. Note and discuss any similarities or differences.@ana_adi | www.anaadi.net
  12. 12. Twitter Twitter Network: www.neuroproductions.be/ twitter_friends_network_browser Twitter Influence: http://twittergrader.com Twitter Sentiment: www.twittersentiment.appspot.com www.socialmention.com@ana_adi | www.anaadi.net
  13. 13. 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
  14. 14. @ana_adi | www.anaadi.net
  15. 15. 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
  16. 16. Behavioral segmentation attitudes about product purchase: enthusiastic, positive, indifferent, negative, hostile@ana_adi | www.anaadi.net
  17. 17. Brand research - When? New company Expansion (product/ brand) Mergers Revitalize/Rejuvenize (Rebranding/Repositioning)@ana_adi | www.anaadi.net
  18. 18. 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
  19. 19. 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
  20. 20. 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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