课程: Building a Winning Enterprise Marketing Strategy
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Understanding customer needs in your category
课程: Building a Winning Enterprise Marketing Strategy
Understanding customer needs in your category
- [Instructor] A brand is a promise. A brand is a source of differentiation for your product and service and therefore should be equivalent with unique and simple-minded benefit to a customer. Now where to find the brand promise for your brand, of course you want to be thinking about the benefits the category provides and you want to be thinking about which of those benefits best matches your core competence as an organization. So you want to be selecting a differentiating benefit for your brand that represents a large group of customers and is also differentiating because you have a core competence at delivering on it. Now thinking about your role in the category, you could be acting as a category leader, or you'll be trying to earn share from a competitor. Let's call that differentiating brand benefit that you're selecting either the core benefit or the dynamic benefit. And let me explain. A core benefit is the primary…
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