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Brand Development Brand Loyalty
Brand Management Brand Marketing Brand Marketing Strategy
Brand Positioning Building a Brand Brand Strategy
Global Brand Management
A successful brand strategy must have an understanding of
these four marketing components:
 | Primary Target Customer and/or Client |
| Who is/are the customer(s)? |
| Whom do you need to communicate to achieve your
objectives |
| end-users of the product, members of the distribution
channel, or influencers/thought leaders that the channel or end-users look to
for advice and approval, etc |
| How does your organization describe the
audience (optimally, audiences are described behaviourally supplemented by
attitudinal attributes) |
| How are homogenous groups of
customers communicated to? This is not the target. |
| Marketplace Overview |
| size of the market/ category/opportunity |
| description of the market as
it operates now |
| key factors in the decision-making process in the marketplace |
| key trends in the marketplace which may affect the brand. |
| where your share will come from: expanding the category or taking share
from the competition? |
| Product and Service Mix |
| What can be branded? |
| Companies |
| Products - exclusive or commodity |
| Services |
| Persons |
| Places |
| Ideas |
| Processes |
| Unique Selling Proposition |
| Determine your value proposition |
| Decide customer focus |
| Lock on a Brand Promise |
| A succinct description that defines the relationship and experience
you expect to achieve with customers |
Final thoughts on brand strategy.
In today’s economy the firm’s interface with its customers is the
dominant source of sustainable competitive advantage.
Customers today derive as much, if not more value from how they
interact with the seller. Customers value, and are willing to pay for the
simplification of decision-making, the reduction of perceived risk, the optimal
configuration of the transaction for their specific usage context, and the
enhancement of in-use experience.
Brand Development Brand Loyalty
Brand Management Brand Marketing Brand Marketing Strategy
Brand Positioning Building a Brand Brand Strategy
Global Brand Management
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