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Brand Aid, 2nd Edition by Brad VanAuken

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3

brand management process: an overview

The brand management process starts with a deep understanding of consumers and competitors. You need to fully understand the consumer benefit structure by segment, including which benefits are cost of entry and which are differentiating. In-depth qualitative consumer research will help uncover this information. You will also need to know which benefits each of your competitors delivers in consumers’ minds. Ultimately, you will need to know which benefits are important, personally relevant, unique and differentiating, purchase motivating, and appropriate for your brand. You also need to know that consumer benefits can be functional, emotional, experiential, or self-expressive. Once you acquire all this knowledge, ...

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