Brand Navigation
OVERVIEW:
(click on links in brackets to read individual sections)
Overview: The 6 modules of puls brand navigation
Effective market research has to inspire and optimise brands. An accurate mix of information is needed for success.
For this reason, puls has developed six modules of brand navigation:
| Module |
Contents |
puls Tool |
| 1. Market Segmentation |
Separation of relevant market and identification of selective customer segments |
mapping |
| 2. Brand Performance |
Analysis of current brand attractiveness in comparison to relevant competitors |
Brand Performance Monitor |
| 3. Brand Positioning |
Development of a consistent and distinctive positioning as a basis for focused communication |
Brand Management Model |
| 4. Customer Commitment |
Identification of fans and growth potential of a brand |
Commitment Model |
| 5. Brand Value Driver |
Analysis on how to raise brand attractiveness |
Value Driver Analysis |
| 6. Creating Innovations |
Individual market research and consulting concerning market opportunities, new products, communication, etc. |
Individual research |
[ Overview ]
Module 1: Market Segmentation
How much do you invest in order to attract customers who do not offer business opportunities anyway?
Do you focus your investments on the right customers?
Are your customer groups and brands clearly represented on a single portfolio diagram?
[ Overview ]
Module 2: Brand Performance
Do you know where your brand is located in its life cycle?
Do you have a control system capable of measuring attractiveness and recognition of your brand in a logical context?
Are you informed on time when your brand needs rejuvenation?
[ Overview ]
Module 3: Brand Positioning
Do you know the topics and values which distinguish your brand?
Have you ever "looked beyond the horizon" of your industry?
Do you know and fulfil the requirements you need to be unique?
[ Overview ]
Module 4: Customer Commitment
Do you know the fans of your brand?
Do you know what makes them tick?
Do you know the growth potential of your brand?
[ Overview ]
Module 5: Brand Value Driver
Do you know the factors determining your brand attractiveness?
Which of these factors are seen as "Industry Standards" and which as "Differentiators" for the future?
Would you like to know exactly the appropriate means of communication in order to avoid advertising exchangeable values?
[ Overview ]
Module 6: Creating Innovations
Do you know the marketing trends that give impetus to your innovations?
Do you know if planned products, sales, or communication effectively raise your brand value?
What else can you make out of your brand?
[ Overview ]
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COMPANY
