Brand Marketing Planning Dover DE

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Comcast Spotlight
(302) 678-0864
1218 Forrest Ave
Dover, DE
 
Corpamerica Inc
(302) 736-4300
30 Old Rudnick Ln
Dover, DE
 
Local Book Publishing Inc
(302) 734-2033
46 S State St
Dover, DE
 
Delaware Printing Company
(302) 741-8297
110 Galaxy Dr
Dover, DE
 
Hill Design Group
(302) 736-1010
117 W Reed St
Dover, DE
 
Universal Marketing
(302) 734-8019
111 S West St
Dover, DE
 
Capitol Theater
(302) 678-5152
226 S State St
Dover, DE
 
Sir Speedy
(302) 678-1600
1058 S Dupont Hwy
Dover, DE
 
Delmarva Merchants Association
(302) 747-7472
Dupont Hwy
Dover, DE
 
Amish Crafts Marketing Enterprises
(302) 677-1944
4621 N Dupont Hwy
Dover, DE
 

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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