Phase 2 - The Brand Research Process & Deliverables
Definition
The Brand Research is developed to help the company to understand the critical brand elements of its Top 10 competitors’ brands, such as:
1. Brand Position
2. Brand Differentiator
3. Brand Strengths
4. Brand Weaknesses
It will be conducted via desktop research based on publicly-available information
The components
History: Understanding the history of the competitors for insights on how to beat them
Brand Position: Understanding this will help us develop a stronger Brand Position of our own
Brand Differentiator: Knowing how competitors are differentiated will help us develop a better Brand Differentiator of our own
Brand Strengths & Weaknesses: Knowing the competitors’ brand strengths and weaknesses can help us neutralize key strengths
The steps
1. Determine the company’s Top 10 competitors overall
2. Collate all available data on the competitors through both online and offline sources
3. Analyze the data to make sense of it
4. Present the findings to the client in a clear and concise manner
The deliverables
1. 1X half-day brand research presentation
2. 1X closing report on the Brand Research which will include the following:
– An analysis of each Top 10 competitors’ Brand Position
– An analysis of each of the Top 10 competitors’ brand strengths and brand weaknesses
– An analysis of how the Top 10 competitors can differentiate their brand so we know how to create a better differentiator in Phase 3