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Developing And Positioning A New Brand
Posted By: jhunot* on 11/1/2004 8:17 AM (CST) 250 Points
I am currently trying to develop and position a new brand and have to write a report based on this. In general I know what I want to do but cant think of the specific questions I should be answering to make the report relevent.

What areas should be I be covering in my report?

Posted by: Jett* Accepted Answer
11/1/2004 9:17 AM (CST)
Here are some great sites with a lot of instruction:

www.reachcc.com

www.brandchannel.com

www.allaboutbranding.com

http://searchengineformarketers.com

If you have problems, shoot me an email and I will try to help.

Good Luck!
 
Posted by: jhunot* Author Response
11/1/2004 10:21 AM (CST)
Thanks for your links Jett. They certainly helped. The only thing I really need is a sort of template for my report. We have not been given any guidance as to what specifics on our brand positioning report they want answered. I need some direction otherwise my report will be very muddled.

thanks

JHunot
 
Posted by: Peter (henna gaijin) Accepted Answer
11/1/2004 12:25 PM (CST)
It sounds like creating a Marketing Plan might be one way to approach this. You can see sample marketing plans at http://www.bplans.com/sp/Marketingplans.cfm. If you look at the table of contents of one, it should give you an idea of the type of info you may want to include.
 
Posted by: jhunot* Author Response
11/1/2004 12:43 PM (CST)
Thanks Pete, seems like a good idea. Unfortuately the link doesnt seem to work?

Thanks

JHunot
 
Posted by: Carl Crawford Accepted Answer
11/2/2004 1:48 AM (CST)
you just need to remove the dot at the end of the link:

http://www.bplans.com/sp/Marketingplans.cfm

the full stop was included in the hyperlink,(it does that sometimes)

Carl Crawford
 
Posted by: SteveByrneBranding Accepted Answer
11/4/2004 8:32 PM (CST)
jhunot,

Try this link from the library --

http://www.marketingprofs.com/ea/res_detail.asp?resID=29

best of luck,

- Steve
 
Posted by: Mushfique Manzoor Accepted Answer
11/7/2004 11:46 PM (CST)
hi jhunot

please give us more information on what kinda product/brand u want to develop and position. since you have given very little information its difficult to extend any help

cheers!!
 
Posted by: jhunot* Author Response
11/8/2004 10:27 AM (CST)
I am postioning a non-alcoholic RTD (ready to drink) drink. I have named mine Natural Exotics and it is a completely organic high juice drink. The flavours will be fairly extravagent. I think this has enough potential to sell reasonably well, but how do i position it and what sales techniques could be used to promote it to the drinks trade?

thanks

J Hunot
 
Posted by: mgoodman Accepted Answer
11/11/2004 3:03 PM (CST)
If it were me, I'd start by defining and researching my target audience. Exactly who is going to buy this drink? What are they drinking today, and what will be replaced by your product? What are their needs/wants, for what brands to they have high value (and loyalty)? Where do they live? Where do they shop? Do they eat at restaurants or at home? How much of each? How often do they drink whatever they're drinking today? What quantities? How do they feel about their drink selections?

You get the idea. Once you really understand your target audience you should be able to develop a strategy that communicates the information they'll need to make a decision about your product.
 
Posted by: Val (Moderator)* Moderator Response
11/12/2004 7:33 PM (CST)
Hello all. I am closing this question since it's more than 10 days old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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