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Brand Management (Targeting Strategy (Persona Technique (Figure, Job,…
Brand Management
Targeting Strategy
Micromarketing
Differentiated (segmented) Marketing
Undifferentiated (Mass) Marketing
Persona Technique
Figure
Job
Name
Basic Criteria
Level of income
Age, Gender
Innovation tools
Innovation Booster 9
mix
Trend
Culture
Media
Above the line (Mass Media)
Offline Media
Online Media
Below the Line (Alternative Media)
Offline Media
Online Media
POEM
Media
Earned
Love Curve
Super Fan
Owned
institutional campaigns
Paid
Pay for ads to reach customer
Marketing
Participatory marketing
Engagement Marketing
Tryvertising
Brand Manager
Challenge
The "Iation"
Differentiation
Diffusion
Expansion
Objectives
Positive Brand
Originality
Make it happen
Companies communication
Gender segmentation
Gender Marketing
Eg :Pink Tax
positive for personalization / negative for manipulation
Environmental Image
Greenwashing
Index/rating
Link Title
4 Behaviors
Sustainable development
Quality oriented
Price oriented
Innovation oriented
Innovations
Incremental Innovation
Desruptive Innovation
Breakthrough Innovation
Customer Targeting
Innovation
aim for early adopters, innovators, otakus
spread the idea/ sell to the people who are listening
Product need to be remarquable
Naming strategy
Ingridients
Rituals, emotions
Synonyms
Brainstorming
Lexical Fields
2 pillars of Naming Strategy
Brand Equity
Customers Insights
Wedding Words
Monster Words
SUPERlatives
Endings
Basing on Trends
Playing with funny words
Scientific look
Keep name simple
Product strategy
Co Branding
Masstige
Marketing Battle
Pricing Strategy
Product line pricing
Psychological pricing - number 9
Cost-based pricing
Value-based pricing
Bundled Pricing
Premium pricing
Optional pricing
Penetration Pricing - volume of sales
Competition pricing - using competition prices as benchmark
Skimming - luxury
Purchasing strategy
Heuristics
Creative walk
Summary
Link Title