Embed Size (px)
DESCRIPTION
Citation preview
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
Brand positioning
Keep in mind:
Messaging
Design
Uniqueness
Trust
Relevance
Inspiration
@ana_adi | www.anaadi.net
Positioning mapping (perceptual)
@ana_adi | www.anaadi.net
Brand positioning seen from a brand touch point
@ana_adi | www.anaadi.net
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
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
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
effective segmentation needs to be:measurablesubstantialaccessibledifferentiable
@ana_adi | www.anaadi.net
age & life cycle
life stage
gender
income
generation
social class
lifestyle
activities
interests
opinions
education & affluence
family life cycle
urbanization
race & ethnicity
mobility
@ana_adi | www.anaadi.net
Behavioral segmentation attitudes about product purchase: enthusiastic, positive, indifferent, negative, hostile
@ana_adi | www.anaadi.net
New company
Expansion (product/ brand)
Mergers
Revitalize/Rejuvenize (Rebranding/Repositioning)
Brand research - When?
@ana_adi | www.anaadi.net
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
Brand research - What for?
@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
