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The value of brands has increased exponentially in China over the past decade, as companies seek differentiation across increasingly competitive and lucrative markets and buyers become more and more brand savvy. It is often remarked that the shelf-life of brands is far shorter in China than in the West, meaning that constantly evaluating perceptions of your brand is critical.
It can be argued that the power of the brand is stronger in China and other Asian markets than in many Western markets, which makes it surprising that very few foreign business pay much attention to their China branding strategies. Perhaps even more so than in Western markets, the value of building a strong corporate brand is vital to differentiating products from local competitors and copycats.
The Corporate Positioning Process
B2B International has developed a unique and tested model for analysing and building a strong corporate position that has been endorsed by some of the largest companies in Europe and the US. Click on the different stages to see how B2B International's corporate positioning market research programme can help you:
  
Click on the stages above to show or hide parts of the corporate positioning process
Stage 1: Where Do You Stand?
Every company has a position. Usually companies just grow with very little steering of their brand so they end up, for better or worse, with the image they have today. Our Corporate Positioning Programme begins with research to find out what the brand values are and how they are seen in the eyes of customers and potential customers.
We use two techniques. The first sorts out the issues that people value in a brand and determines the role they play in influencing the image of a company. The second technique draws out the softer issues that make up a corporate position so that we can measure the 'fit' of the brand and see how it could be developed.
Stage 2: Goals & Strategy
Stage 2 involves B2B International working with our client to set corporate positioning goals and to determine how they should be achieved. The goals will be based around the strengths that were flushed out by the research. There would usually be some aspiration built into the goals, so that the 'brand mission' for the company has something to aim towards - a particular image that it wants to build.
Stage 3: Aligning The Company With The Position
With a thorough understanding of the current strengths and weaknesses and with a goal for the brand, B2B International works with the client to establish a corporate position. For most companies this involves working with all levels of staff to ensure they are aligned to the goals and know the part they can play to ensure that the position is achieved.
In stage 3 (as well as in stage 2) we work closely with our client's advertising agency to ensure that they are in agreement with the positioning goals and can devise advertising messages that communicate the branding mission.
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