What is a brand platform?
| Answer: A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency. Learn how to construct a brand platform in our tutorial on the subject. |
More resources related to Branding and Positioning
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Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how we launch our websites, train our customer-service people, and hire our employees. Want to see how an eigen value plays out in real life? Look at Vibram and its FiveFingers shoe.
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his week: What do you do when your boss does not offer feedback? Also, read your answers to: Is brand localization necessary to be successful in foreign markets?
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Moving Toward Branding Systems
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In Part 2 of our conversation with Sally Hogshead, she delves into the importance of brands' repositioning their flaws instead of trying to fix them, of their identifying what they already are instead of trying to change.
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Knowing the relative positions your company and its competitors occupy on the market landscape helps you shape content for all your marketing materials. But how do you determine the positioning of your competitors? This article outlines a straightforward process.
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Discover which types of marketing content are effective during the consideration stage for engaging potential customers and showcasing your expertise.
