Strategic Brand Analysis: Self Evaluation

- October 11, 2012

Recon Thursday/Process

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™.  Today is Recon Thursday and we are concluding our series using David Aakers model to develop strategic brand analysis.

In our first two installments we discussed customers and competitors.  The final segment covers self-analysis.  It is very important to understand your own brand to develop a complete strategic brand analysis.

There are five components to the self analysis.  The first is existing brand image.  How do customers perceive you and the benefits they receive from your product?  Next 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?  Four is the soul of your brand evidenced by the values of the brand and the vision you have for your company going forward.

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.

It’s very clear why you need to perform self-analysis and when you combine that with your customer and competitor analysis you will be in a very good position to develop your own strategic brand planning to increase brand awareness, enhance your brand and capture more market share in the future.

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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