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Research - Branding Strategy Insider

The most successful brand research studies the habits of people who use your competitors and point to ways to affect their environment to get them to think about your brand as a choice. Most brand research does not consider this. The focus is on studying people’s actions and reactions, not habits. Explore the latest brand research techniques on Branding Strategy Insider.
Is Your Brand Meaningfully Different?

As marketing professionals, we’d like to share a quick lesson in one of the fundamentals of marketing having to do with relevance, what we call being “meaningfully different.” Marketers know it’s not enough to be merely relevant to be worthy of a customer’s admiration and loyalty. Something must be relevantly different to attain this status.

Measuring Branding Success

This is a challenging subject. Many people believe the only measure of success is the final results. For example, if you are selling a product did you sell more because of the investment in your communication campaign? If yes, then it is judged a success. If no, it is judged a failure.

Leveraging Consumer Identity For Brand Advantage

We buy a huge range of products because of a drive to enhance the extended self. Athletic wear merchandisers get this, but companies in other verticals may not. Brands that link the consumer to key elements of the self, whether these are schools, favorite musical artists, old neighborhoods, or coveted identities like “successful executive” or “glam girl” have a competitive advantage over others that don’t connect to the extended self-concept.

Targeting The Luxury Consumer

A luxury brand is a complex platform that conveys messages about quality, lineage, status, and taste. It often encompasses a set of visual icons, such as a distinctive logo, monograms, patterns and images. A good example is Bottega Veneta, whose leather goods display no visible symbols or logo, but are instead recognized by the weaved leather pattern of their products.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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