Key BrandStar® Elements:
- Market Structure
- What is the current state of the market in which you compete? Who are the players? What will the market look like at the time of launch? Do you expect the competitors to change?
- Source of Business (Competitive Action)
- From what brands or businesses will you be able to generate business?
- Market Target
- Gaining acceptance among the heavy users in a category is one of the keys to success of a new product or service. Who most needs what your brand is offering? Who will be the target of your marketing efforts?
- User Benefits
- This component of BrandStar™ defines the user benefits offered by both our customers’ brand and the expected Source of Business brands from the point of view of the Market Target.
- Point of Difference
- This is the single most important User Benefit that your brand can uniquely deliver to the target market. If the target market is only going to remember one thing about your brand — this is it.
- Reasons to Believe
- Product or service features and attributes that can support your Point of Difference claim.
- Umbrella Positioning
- This approach ensures that the executed Brand Strategy fits within the overall position of our customers’ division or company.
