Brand Marketing Planning Concord NH

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Act One Creative Llc
(603) 226-3311
18 Low Ave Ste 7
Concord, NH
 
Hoik Advertising
(603) 226-0440
10 Ferry St Ste 306
Concord, NH
 
Ad-Com
(603) 225-9100
18 Low Ave
Concord, NH
 
Act One Creative, LLC
(603) 226-3311
18 Low Ave
Concord, NH
 
Turning Point Communications
(603) 798-5180
120 Hemlock Hill Dr
Loudon, NH

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Storey Manseau Llc
(603) 229-0278
287 S Main St
Concord, NH
 
Millenium Advertising
(603) 226-7444
185 N Main St
Concord, NH
 
Paxton Communications
(603) 228-4933
58 N State St
Concord, NH
 
Crop Marks Design Studio
(603) 225-2334
10 Ferry St
Concord, NH
 
Brodeur Group
(603) 796-7070
25 Eel St
Concord, NH
 
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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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