Question

Topic: Career/Training

Branding Of Products At Later Stages Of The Cycle

Posted by Anonymous on 10/31/2009 at 7:08 AM ET 25 Points
Its a real estate premium brand and has top of the mind recall in the concerned TG. The positioning is very unique and has clear diffrentiation from its competitors. Customers who would want to purchase the property in the that region would definetly know abt the product. I have the last few inventory left in the product which is to be sold in another 5 months time. Current advertising is not giving me adequate response in terms of enquiries since everyone already knows abt the product. have looked at tapping other mediums but still has not given me adequate response. Changing positioning of a well established brand doesnt make sense... How do I invigorate interest in the minds of the customer of a brand which already well know and have got a unique and luxury positioning attached to it???
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RESPONSES

  • Posted by ilan on 10/31/2009 at 7:50 AM Member
    Your question has nothing to do with branding.
    You are talking about changing tactics and logistics.
    Your customers need good mortgages, not a new brand.
  • Posted on 10/31/2009 at 11:03 AM Accepted
    I do not know the your business (and brand) enough to give a particular advive. In teory, reaching the phase you are describing here, it's time to change the main benefits you'are communicating.

    OK, you have communicated "unique" and "luxury". Why do not try to add a more emotional diferentiator? Nice neighbours? Who is already living there? Are they a community? They do things in common? Testimonials?
  • Posted by Jay Hamilton-Roth on 11/1/2009 at 8:20 AM Member
    You communicate that you have a few left, and that they will be gone within 5 months.
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