Branding and Segmentation

BRAND STRENGTH: AN ALTERNATIVE APPROACH TO TRADITIONAL CUSTOMER SATISFACTION MEASUREMENT


It has become clear that satisfaction researchers (as traditionally defined) need to focus on something larger than just a single measure of satisfaction. Brand Strength fully encompasses the attitude of customer satisfaction and the behavior of repeat purchase, but also includes the drivers of brand choice, the perceptual differences between competitors, and links to business performance.


MARKET SEGMENTATION: A GUIDE TO CONDUCTING SEGMENTATION RESEARCH


Market segmentation identifies unique groups of consumers in a market in order to enhance understanding of consumers, tailor marketing communication messages, develop new products or line extensions, and identifying potential economic/volumetric opportunities. The purpose of this document is to outline when it is appropriate to consider segmentation and the basic steps for executing segmentation research.