Strategic Brand Analysis of Your Company

Once a Day Marketing™ featured video blog: Strategic Brand Analysis: Self Evaluation

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are concluding our three-part series on strategic brand analysis using David Aaker’s model. In part 3 we look at self-analysis.

There are five components to the self-analysis. First is existing brand image. How do customers perceive you and the benefits they receive from your product? Second is your brand heritage. Where did you come from, how did you originate, and why are you in business.

Third is strengths and weaknesses. What does your company do well and what do you want to improve on in the future? Fourth is the soul of your brand evidenced by the values of the brand and the vision you have for your company going forward.

Fifth and last are links to other brands within your company or organization. No brand is an island; each should have individual identity but all be working together to accomplish a common goal.

Understanding your customers, competition and your own company provides you with the knowledge to develop branding and marketing strategies and tactics to increase mindshare and capture market share.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Day of the Week • Process • Recon Thursday