Brand Marketing Planning Claymont DE

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Eureka
302-477-9224 x121
1 Sorrel Drive
Wilmington, DE
 
The Marketing Shop
(610) 324-1100
14 Jackson Street
Media, PA
 
High Probability Selling
(800) 394-7762
103 Chesley Drive
Media, PA
 
The Marketing Shop
(610) 324-1100
14 S. Jackson Street
Media , PA
 
M19 MEDIA
(302) 543-5380
2100 Lancaster Avenue
Wilmington, DE
 
Juniper Bank
(302) 778-0717
100 S West St
Wilmington, DE

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MJRC, Inc.
(610) 891-1700
1100 N. Providence Road
Media, PA
 
Verve Marketing & Design
(610) 358-2304
133 Commons Court
Chadds Ford, AK
 
ICR Survey Research Group
(484) 840-4300
53 W Baltimore Pike
Media, PA

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LEX COSTRUCTION & CLEANING SRV
(302) 887-0866
1401 WEST 4TH STREET
WILMINGTON, DE
 
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Brand Marketing Planning

In the course of working with a variety of clients in developing brand marketing plans, I have witnessed a wide variety of abilities and levels of rigor regarding brand marketing planning.

To maximize the likelihood of success, brand marketing planning should include the following:

•    A consistent understanding and articulation of the brand’s unique value proposition
o    Including a discussion of any differentiating benefits that are becoming ‘cost-of-entry’ or ‘parity’ benefits
•    Clarity on the primary, secondary and tertiary target markets
o    Described in enough detail for media targeting and appropriate messaging
•    The plan should be research-based
o    Knowledge gaps should be identified
•    The plan could also gain its insights from the field sales organization and other outward looking employees and business partners
•    A thorough analysis of the marketplace in which the brand operates, including its competitive environment
•    An analysis of any trends that could help or hurt the brand
o    Including anticipating possible market disruptions due to new competitors, new technologies, new laws, new category definitions/formats, etc.
•    A full brand SWOT (strengths, weaknesses, opportunities and threats) analysis
•    Marketing objectives organized by target market
•    Possible objectives for each of the following customer brand insistence drivers (as appropriate)

o    Increasing brand awareness
o    Increasing the brand’s relevant differentiation
•    This may require a brand repositioning project
o    Increasing the brand’s perceived value
o    Increasing the brand’s perceived convenience/accessibility
o    Increasing customers’ emotional connection to the brand
•    Clarity on how one intends to increase brand revenues and profitabili...

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