How do I choose the best brand marketing strategy?

A modern marketing strategy must include an online component.

The most important step in choosing the best brand marketing strategy for your product is to conduct accurate market research on your target customers. After all, the reason you have a product on the market is to get it into the hands of consumers. You simply won’t be able to achieve this effectively unless you use marketing strategies that are directly aimed at your target customers. Understanding their needs and wants should guide your brand strategy in every part of your marketing mix.

The marketing mix strategy includes all the details about how a product is marketed to its target audience. Everything from the price of the product to how it is packaged, distributed and sold needs to be carefully planned for the best possible sales performance. Distribution channels, or how the product reaches the target consumer, must also be carefully considered. Will the product sell better in person to customers or on a website? The answers to questions like this are related to the final determination of the best marketing strategy for the brand.

The brand is the consumer’s image of your product that includes your name and general identity. To find the essence of a brand, marketers often suggest that marketers think about how the product will position itself in the market. Product positioning refers to the selling angle offered by different brands of similar products. For example, vanilla ice cream can be sold in a large plastic container and made with inexpensive ingredients, or it can include real vanilla beans and be packaged in a small, elegantly printed cardboard container.

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The brand marketing strategy would be different for the two ice cream brands because they would target different market segments. The smaller, fancier brand will likely be bought by singles or couples, while the cheaper brand is more geared toward families on a budget. The packaging and pricing of the two ice cream brands reflect the different brand strategies. Promotion, or advertising, would also be very different. The affordable ice cream cubes would be positioned as a money saver, while the premium variety in the fancy containers would likely be promoted as being of superior quality.

A strong brand image increases consumer awareness. It’s important to remember that advertising your product must communicate your strategic message to the people most likely to buy it. Flashy, artsy commercials can entertain and amuse and even win awards, but if your target audience doesn’t remember your brand after seeing your ads, your advertising budget isn’t being used effectively in your marketing strategy.

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