define your brand in terms of market expectations

77% of consumers buy from a brand that shares their values Once planners understand exactly who the target market is and what they will respond to, an organisation can begin the first step in branding – and that is defining the brand. Great brands are defined with the clearest possible understanding of market expectations, the […]

77% of consumers buy from a brand that shares their values Once planners understand exactly who the target market is and what they will respond to, an organisation can begin the first step in branding – and that is defining the brand. Great brands are defined with the clearest possible understanding of market expectations, the expectations that must be addressed and how those expectations might be met or exceeded. Expectations fall into two broad categories: General Product-specific  Research has found that the general expectations of consumers include: Values consistent with their own – 77% Customer experience – 73% Social and political stance – 64% Transparency – 66% Trustworthy – 81% Authenticity – 86% Product-specific factors depend on the product and what the target audience values in that product. These expectations are perhaps best identified by way of research.There are various models for defining a brand. Then model I prefer involves…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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