MARKETING: BRAND DEVELOPMENT


Brand Positioning
Brand positioning involves identifying and promoting those attributes that differentiate your brand from the competition in the areas that matter most to your customers.

Successful brands hold sustainable advantages that give customers reasons to prefer them to other brands for reasons of quality, value, product feature differences, emotional benefits, customer service, reliability, service to the community, and a host of other attributes. Successful brands enjoy customer loyalty, command premium prices, are more profitable, and operate from a position of strength in the market.

The Brand Development Process
Fuel follows a highly collaborative best-practices approach to building strong brands:

1. Conduct a brand assessment
2. Develop the brand's value proposition and sustainable marketing advantage
3. Create the brand architecture (logo, graphic standards, tag lines, the brand story and messages)
4. Make the brand the hallmark of the corporate culture
5. Establish and maintain the brand advantage