Strategic Brand Analysis: Consumer Recon

- September 27, 2012

Recon Thursday/Process

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday and we are starting a three part series discussing David Aakers’ model of strategic brand analysis.

Since the start of the year I have talked about Recon Thursday as a time when we look at your market, competition and your own company. David Aakers model does exactly that, he uses the terms consumers, competitors and self-analysis. Today we are going to discuss consumers.

The consumer piece of David Aakers model has four components. The first is trends; know what is going on in the industry. It is very important to pay attention to trends such as social media or mobile marketing. If you aren’t capitalizing on trends you may be missing out on opportunities.

Second is motivation. What motivates your customers? Typically it is the functional benefit of your product. It may also be the emotional benefit, how your product makes them feel or, perhaps it is the self-expressive benefit, how do they want to been seen.

Third we have segmentation. We haven’t talked a lot about segmentation; that means how you are breaking your market into subsets. You may be focusing on the various benefits you provide to consumers or your price points. Loyalty is another way to segment your customers. Segmenting the customer population enables you leverage varying marketing approaches among the groups.

Last is unmet needs. Have you done any analysis around what may be missing in the market place? There are opportunities if you can identify and fill a void.

Performing consumer analysis is critical to developing the long term strategic benefits of your brand. If you don’t know what your consumers want, you won’t be able to position your brand in the market place so it will be relevant and resonate with your customers.

That concludes Recon Thursday. Join us tomorrow for Digital Friday. To discuss an online or face-to- face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

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