BrandMonopolies®: Selling benefits instead of products
All successful brands are basically BrandMonopolies®, because they dominantly occupy relevant emotional consumer benefits. Purposefully developing new BrandMonopolies® and optimizing existing brands towards BrandMonopolies® is the objective of K&A BrandResearch®.
Behind all successful brands, there is besides the factual benefit mainly an emotional benefit that determines behaviour and perception.
Therefore, different concepts for Bacardi and Pott-Rum lead to clearly different benefits, usage and target groups. Despite their comparable product basis.
BrandMonopolies® sell and occupy relevant emotional consumer benefits according to a definite, original problem solution.
Thus, for clearly defined target groups, the best attainable alternative arises in the market. Therefore BrandMonopolies® often stand in place of a product group or sub-category.
Brands like Nutella, Bravo, Coca Cola, Axe, Aldi, McDonald's, Levi’s, Beck’s and others prove this convincingly. The most reliable way to success: Occupy your (partial) segment’s emotional benefit crucial for buying.
The precise answers to 5 key questions lead the way to BrandMonopolies®
When marketing wants to influence the consumer’s behaviour and choice of brands, it has to know the causal reasons and motivations for his buying behaviour and make a targeted approach.
In all probability, marketing success can be achieved when knowing the correlations of cause and effect relating to flops or success. But more than 80%
of all companies are unable to profoundly answer the following five essential questions on the targeted development of brand success:
- Why does/does‘t the consumer buy your brand?
- What is your brand‘s status?
- What qould the consumer like to buy more (ideal offer)?
- Which target group is relevant for you?
- How well does your marketing mix work?
BrandMonopolies® are more successful
K&A BrandResearch® supported many renowned manufacturers of branded goods with the cause-effect-chain before and during the successful launch of new brands. The same goes for brand turnarounds and relaunches too.
Several of these success stories have already been published as case studies and make the effectiveness of the BrandMonopoly® concept comprehensible from concrete brands.