Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are concluding our three-part series on strategic brand analysis using David Aaker's model. In part 3we look at self-analysis.
There are five components to the self-analysis. First is existing brand image. How do customers perceive you and the benefits they receive from your product? Second is your brand heritage. Where did you come from, how did you originate, and why are you in business.
Third is
strengths and weaknesses. What does your
company do well and what do you want to improve on in the future? Fourth is the soul of your brand evidenced by
the values of the brand and the vision you have for your company going forward.
Fifth and
last are links to other brands within your company or organization. No brand is an island; each should have
individual identity but all be working together to accomplish a common goal.
Understanding
your customers, competition and your own company provides you with the
knowledge to develop branding and marketing strategies and tactics to increase
mindshare and capture market share.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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a Day Marketing™. All rights reserved.
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