By Ralph Krüger, Andreas Stumpf
How can a model - even if service or product, B2B or B2C, monstrous or small - come back onto a development music, even in economically tricky instances? in response to the 2 model management specialists Ralph Krüger and Andreas Stumpf, this may basically be accomplished through systematically overcoming development limitations. during this publication they current their model development Barrier version, which allows for companies to spot, comprehend and conquer the obstacles to and of their personal manufacturers. Case reviews from renowned manufacturers of other different types, priceless checklists for day-by-day company and a transparent, functional query and solution procedure on all appropriate matters make this e-book an vital advisor - not just for advertising and marketing specialists but additionally for leader executives and liable events in revenues and controlling.
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Extra info for Brand Growth Barriers: Identify, Understand, and Overcome Them
And that’s what many models currently don’t do: They don’t give clear answers to the questions raised above, therefore don’t lead to a correct assessment of the status quo and hence don’t show what you should focus on. 2. Insufficient consideration of all possible activities Most models fall short when it comes to choosing the right brand building activities. Time and money have been invested, a lot has been learned about the brand, but then one of the most important aspects is left aside: moving from strategies to concrete activities.
Or mobile phones? To ensure that you will in future go at least as far as purchasing the brand and ideally even recommending it actively, the brand’s managers need to address precisely the barrier on which you are “stuck” and tear it down for you. All resources must be focused on overcoming that barrier. The standard BGB model includes seven brand growth barriers: awareness, brand clarity, relevance, first choice, purchase, repurchase and recommendation. If these barriers present a major impediment to brand growth, they need to be torn down by appropriate marketing and sales activities.
A former marketing manager of a wellknown diaper brand recalls: “Last year’s plan was changed a bit and adapted to the current product range. ” With a bit of luck that may be sufficient to defend and hold your market position. To achieve continuous and planned new growth for a brand, however, you need to do more. Of course, you don’t have to keep reinventing the wheel. But just repeating what’s been done before will not achieve anything truly new – no effect that will differ from last year’s and no additional growth.