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Some strategies to improve the brand management process include defining your competitive advantages, audience needs, defendable strengths, and core brand values. This can be achieved through a brand positioning model. Additionally, using brand perceptual maps to plot how your company's brand positions against competitors, especially in terms of price and quality, can be beneficial. After understanding your brand position, continue the brand management process to plan and implement new programs, measure performance, and sustain brand equity.
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A brand positioning model defines your competitive advantages, audience needs, defendable strengths, and core brand values. (Slide 3) Use brand perceptual maps to plot how your company's brand positions against competitors, especially when it comes to price and quality. (Slide 7) After you have a solid grasp of your brand position, continue the brand management process to plan and implement new programs, measure performance, and sustain brand equity. (Slide 12-14)
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Does your company still struggle with the best way to communicate your value to consumers? An effective brand positioning strategy can set you apart f...
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