Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Katho Branding101_Brand Positioning, Segmenting & Research


Published on

Published in: Education
  • Be the first to comment

Katho Branding101_Brand Positioning, Segmenting & Research

  1. 1. Branding 101Positioning, Segmentation & Research @ana_adi |
  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 |
  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 |
  4. 4. Brand positioning from how you see it@ana_adi |
  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 |
  6. 6. Brand positioning Keep in mind: Messaging Design Uniqueness Trust Relevance Inspiration@ana_adi |
  7. 7. Principles of positioning@ana_adi |
  8. 8. Positioning mapping (perceptual)@ana_adi |
  9. 9. Brand positioning seen from a brand touch point@ana_adi |
  10. 10. @ana_adi |
  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 |
  12. 12. Twitter Twitter Network: twitter_friends_network_browser Twitter Influence: Twitter Sentiment: |
  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 |
  14. 14. @ana_adi |
  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 |
  16. 16. Behavioral segmentation attitudes about product purchase: enthusiastic, positive, indifferent, negative, hostile@ana_adi |
  17. 17. Brand research - When? New company Expansion (product/ brand) Mergers Revitalize/Rejuvenize (Rebranding/Repositioning)@ana_adi |
  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 |
  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 |
  20. 20. For an introduction to research methods please check Dr. Geana’s presentation on Introduction to Mass Communication Research.@ana_adi |