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BRAND MANAGEMENT - Coggle Diagram
BRAND MANAGEMENT
BRAND POSITIONING
CONSUMER REACT TO INFORMATION OVERLOAD WITH SIMPLIFICATION (WE ONLY KNOW THE FIRST PERSON THAT WENT ON THE MOON) WE REMEBER JUST THE FRIST INFORMATION.
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BRAND POSITIONING IS THE RESULT TRIGGERED IN THE MIND OF CONSUMER WHEN HE SEES, HEARS YOUR BRAND NAME
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targeting, once we know the target we can more effectlively propose the marketing strategy to them.
1 who they are (Socio economic, geographic, demographic)
2) What do they love, hate. the way they think of themselves and how they look at life (behavioural part)
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COMPETITOR ASSESSMENT:
Which is the category youre playing in?
who are your competitors
what is their target
what is their postioning
what is their real positioning
what is their marketing mix
how do they communicate
MATCHING:
Analyze your brand and your competitors
identify brand's differences vs competition
list key target market features, what, where, when, why, how is he purchasing,
match your differences with needs and want of the target market
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POD AND POP: Point of difference and point of party.
if the positioning reflects a difference that your product cannot deliver or that is not important to the target group your positioning will not be successful
1 Attribute based (functional performance)
- Image based (affective, experiental, symbolic)