Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market… Read more...
Category: Segmentation, Targeting and Positioning
Brand Personas
Using Brand Personas in Customer Journey Mapping
A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide… Read more...
Difference between Positioning and a Value Proposition
A key aspect of a successful marketing strategy is the clear definition and communication of a sought-after value proposition. A good way to think about the firm’s value proposition is consider what is different and beneficial about the firm’s … Read more...
Challenges of product repositioning
In the classification of new products, product repositioning is considered to be a new product task. There are a numerous challenges and benefits associated with product repositioning as discussed in the following article. Please refer to a separate … Read more...
National Australia Bank Repositioning Case Study
NAB’s Repositioning in the Australian Banking Market
This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that … Read more...
How to Use and Read a Perceptual Map
How to make a bubble chart in Excel
Making a bubble chart in Excel is ideal for making perceptual maps to demonstrate positioning.
There are three ways to make a bubble chart in Excel, as shown the below video “How to make a bubble chart in Excel”.… Read more...
The difference between advertising and integrated marketing communications
When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was … Read more...
Example of a product repositioning
Probably a good example of a product repositioning exercise is Mother Energy drink in Australia, which is a Coca-Cola brand. When it was first introduced into the marketplace, driven by Coca-Cola’s goals be a market leader in the energy … Read more...
Positioning Example: Banks versus Credit Unions
A Good Example for Understanding Positioning
Positioning is how the firm or brand wants to be perceived by consumers relative to its competitors. It is a very important topic in the study of marketing and usually forms the basis … Read more...
Value Proposition
What is a “Value Proposition”?
A key aspect of a successful marketing strategy is the clear definition and communication of a sought-after value proposition. A good way to think about the firm’s value proposition is consider what is different … Read more...