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| Brand development & positioning |
We start the process by understanding of what the business is all about, what does it do, what does it deliver and how, What is it good at, what are it’s strength, how much has it grown or not grown, what are it’s capabilities and performance, who is the competition and so on, We also try and understand it’s vision and strategic intent and plans for the future.
A simple frame work would be something like this |
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| Stage I: Understanding business, capabilities, vision and intent |
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| This is the starting point for creating and developing brand value proposition |
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| Stage II: |
Market & Consumer mapping
- Market/category understanding, scanning
- Competition mapping
- Need gap and opportunity analysis
- Target market definition
- Segmentation
- Understanding of market and category drivers.
The foundation for discovering or identifying concepts for value proposition is, by and large a research based approach, it involves conventional tools and techniques of market research, however, at times, if necessary we also follow unconventional consumer information gathering tools borrowed from anthropology and sociology. |
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| Stage III: |
Value concept generation and distillation, we distill the value proposition concept through number of parameters, relevance, uniqueness, cultural fit, and implement ability in delivery. |
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| Stage IV: |
Derivation of value proposition and positioning platform, we attempt to zero in in differentiating features, functions, service & emotional connect with the key stake holders.
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| Stage V: |
Positioning strategy. The right combination of functional & emotional value of the concept. |
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| Stage VI: |
Consumer validation of the value proposition. |
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Steps |
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| Brand Positioning |
Heart of brand positioning is to discover differentiating value to the consumer, it is rooted in the consumer need paradigm, the functional aspects of the firm’s offering, layered with a strong emotional appeal.
The synthesis of these two layers should be distinctive enough to be noticeable and compelling. This is the core of positioning strategy.
It requires sustained intellectual investment and resources for effective management.
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| Deliverable |
Recommendations on value proposition & brand positioning platforms.
However the dynamic nature of the macro market environment, increase competition and shifting consumer dynamics, demands constant attention. Therefore it is always advisable to be attentive to these shifts, by periodic evaluation, for better management and course correction.Our comprehensive brand assessment & diagnostic module addresses this issue in depth.
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