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- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
A Better Way to Map Brand Strategy
內容大綱
Companies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping to understand how consumers feel about their brands relative to competitors', to find gaps in the marketplace, and to develop brand positions. But the business value of these maps is limited because they fail to link a brand's market position to business performance metrics such as pricing and sales. Other marketing tools measure brands on yardsticks such as market share, growth rate, and profitability but fail to take consumer perceptions into consideration. In this article, Ivey Business School's Niraj Dawar and Charan K. Bagga present a new type of map that links a brand's position to competitors according to its perceived "centrality" (how representative it is of the company) and "distinctiveness" (how much it stands out from other brands) with its business performance along a given metric. Using the tool, marketers can determine a brand's current and desired position, predict its marketplace performance, and devise and track marketing strategy and execution. In-depth examples of the car and beer markets demonstrate the value of this tool to managers of brands in any category.