Specialize to create a new market niche

Marketers that follow this positioning route aim to provide the absolute best solution to a very exclusive or narrow segment of the market. This approach is the polar opposite of trying to be all things to all people. Specialty brands exist in large, crowded fields rather than trying to compete with the pack, a business finds a way to serve a well-defined portion of the market in a uniquely attractive way. As a result, it creates a market niche, a select group of customers who have similar...

Table of Contents

About This Conventions Used in This What You're Not to Foolish How This Book Is Part I Everything You Ever Wanted to Know About Branding 4 Part II Building a Brand, Part III Launching Your New Part IV The Care and Feeding of Your Part V Protecting Your Part VI The Part of Icons Used in This Where to Go from to Know About Chapter 1 Branding What Are Brands, What brands Why brands are a big Seeing the Big Branding What's Who's Gulp How much does it Pop Quiz Are You Ready to Rev Up Your Branding...

Major product channel or strategic diversification

The Internet has basically rewritten the rules on how businesses communicate, present offerings, and even sell products. At the same time, market territories, even for small businesses, have expanded almost without limits. Self-employed entrepreneurs in home offices now serve market areas that literally span the globe. Questionaire Is your brand in need of an update Is your name still an appropriate label for the business you've become, the promise you keep,...

If youre working to assess levels of customer awareness interest or satisfaction customer opinion surveys are a good

You can conduct short surveys in-person at the point of purchase, or you can collect more extensive information through questionnaires delivered via phone, mail, or e-mail. For surveys that involve more than a few questions, most companies seek professional assistance as they develop their survey instruments. The tricky part is that although you want to collect information about your offerings in order to improve them, you don't want to fan any fires of discontent by spotlighting shortcomings...

When to do it yourself and when to get research help

When you're dealing with market research, there are some things you can do yourself and others that you need outside help for in order to get the most accurate, useful results. Table 4-1 lays out various information-gathering approaches along with advice regarding when to involve professional assistance. Table 4-1 Information-Gathering Approaches Table 4-1 Information-Gathering Approaches Information capture at first purchase, Web site registration, information requests on contest entry forms,...

Making Brand Development Part of Your Business Plan

Your brand is your business it's the presentation of what you are and what you stand for. Your brand is the way you present the promise your business makes to everyone it touches, whether as an employee, an investor, a customer, an associate, or a supporter in the form of a referring source, contributor, or friend. Your business plan (you do have one, right ) is the blueprint for how you'll achieve business success. It includes the following components 1 Your company overview, which includes...