Brand Marketing Planning Eagle River AK

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Army Kirschbaum Ad Art
(907) 338-1554
1927 Beaver Pl
Anchorage, AK
 
Bradley Advertising Inc
(907) 258-0635
1840 Bragaw St
Anchorage, AK
 
Anchorage Municipality Tax
(907) 279-0618
1600 Gambell St
Anchorage, AK
 
Alaska Adventure Media
(907) 677-2900
6921 Brayton Dr
Anchorage, AK
 
Marketing Solutions
(907) 569-7070
3501 Denali St
Anchorage, AK
 
CBI MEDIA
(907) 269-3874
2709 Boniface pky
anchorage , AK
 
EBM Electronic Based Marketing, Inc
(907) 575-8005
P.O. Box 101697
Anchorage, AK
 
Cutting Edge Marketing
(907) 277-7927
3904 Hayes St
Anchorage, AK
 
Art International
(907) 258-9900
4000 Old Seward Hwy
Anchorage, AK
 
Solstice Advertising
(907) 258-5411
2525 Blueberry Rd
Anchorage, AK
 

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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