Brand Positioning

Brand Postioning Clients Report Examples Our Brand Positioning Model Wilkerson & Associates has developed a brand positioning model that determines the present brand positioning for your company or product. This research is important because buying decisions are made at both emotional and rational levels, and well respected organization names simplify the customers’ buying decisions. Our Brand Positioning Model is called REAL. Recognition – The amount and accuracy of knowledge a consumer possesses about a brand Esteem – The emotional side, feelings, attitudes and opinions Associations – How one brand differentiates itself from competitors Loyalty – The organization’s reward for consistent and excellent performance by the brand We like to say the we will get REAL when developing a Brand Positioning Measurement System for your company. We use these brand positioning constructs to develop a comprehensive measurement system which focuses on brand positioning and market position for yourself and your competitors. The system involves: An appropriate brand positioning model is developed A random sample of customers and non-customers is selected for a survey Market position and image are assessed and evaluated at the regional and/or market level as appropriate Gap Analysis is performed Competitive strengths and weaknesses are identified for both you and your competitors Market share is monitored Brand loyalty is defined Key brand associations are tracked

Recognition Questions Recognition is the amount and accuracy of the knowledge a consumer possesses about the brand. It is the factual element of Brand Positioning. It includes the presence in the consumer’s mind of such things as: General and Advertising Brand Awareness is the factual component of what people know and remember about the company and the brand. “When you think of area companies, which name comes to mind first?” “For which companies have you seen, read or heard advertising?” “Based on what you may have seen, read or heard, so you have a generally favorable or unfavorable impression of (Company Name)?” Recall of both paid and non-paid broadcast and print communications. “What specifically do you remember seeing, hearing or reading about ____ company?” Knowledge about the brand and the products or services provided. “To the best of your knowledge, what specific types of medial services are available at (Company name)?”

Esteem Questions Esteem is the emotional side of the equation i.e. the feelings, attitudes, and opinions that people develop with respect to the brand. It encompasses all of the perceptions of the characteristics that consumer’s highly value about the brand. However, we believe that what we call Brand Identity and Positioning actually drives the level of Esteem. We measure Brand Identity and Positioning among current and prospective customers by evaluating such things as: The Product Related Brand Positioning Elements this includes evaluations of the breadth/ depth of the product line, product attributes, the product uses, and users. “Please tell me to what extent you agree or disagree that each of the following words or phrases describes (Company Name) Innovative Convenient Community minded Community minded Expert Technologically advanced Extensive Complex Impersonal “ How would you describe your level of familiarity with (Company Name)? Would you say very familiar, somewhat familiar, or not very familiar?” “What if someone in your household needed to receive customer services at a local company, and the choice of the company was yours to make. What would be the three most important factors you would consider when selecting a company for customer services?” “Which local company would you prefer to use for customer services?”

Associations with the Brand Brand Associations are also related to Esteem And Brand Identity And Positioning. However, we measure them differently. We believe that all successful brands differentiate themselves from their competitors. They do this by excelling in areas that consumer’s value highly. Customers and prospective customers believe that their brand is the best at each of these important things. In the case of healthcare, these areas are the “Centers of Excellence” for each unit. Therefore, this is exactly how we measure product or service Brand Associations. We ask important stakeholders “Who is the absolute best at: Providing the best overall quality products/services. Having knowledgeable, capable and efficient staff Etc.

Brand Loyalty Questions We think that Brand Loyalty is the organization’s reward for consistent and excellent performance by the brand. We measure it by means of such factors as: The willingness to pay a Premium Price for the products or services provided by the brand. The Price Positioning of the brand relative to the competition. Overall Customer Satisfaction Levels. The Market Share and Penetration of the company Perceived leadership in Quality and Value Relative to Price. Loyalty tendencies and propensities as measured by various attitudes about loyalty in General and for your Category of Product or Service specifically. “ If someone in you family needed customer services in the future, how likely would you be to use (Company Name) again?

Back To Top