Brand Positioning
Consumer and business buyers make purchase decisions based partly on their perception of the market position of brands.
Potential purchasers favour brands which most closely meet their desired attributes, therefore understanding the attribute needs of different market segments is essential for appropriate market positioning to meet those needs.
2Europe have developed a methodology to determine image statements and attributes which are most valued by the market, enabling market positioning and positioning statements to then be developed. The resulting models cluster value attributes for different market segments to aid market understanding.
Often, clients have already developed market propositions and in these instances 2Europe tests the perception of client value propositions in their target markets and compare this to the company view of its position as well as its position against the competition. This process aids corporate brand positioning by :-
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Assessing any differences in brand values both internally & externally
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Assesses the impact of any misalignment between market and company brand opinions
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Evaluates the effect of competitor perceived services & values on potential customers’ decision making processes
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Identifies, evaluates & proposes activity to re-position a brand if appropriate
The findings enable clients to develop :-
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Effective brand awareness strategies
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Brand loyalty
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Appropriate brand identities
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Targeted brand strategies
