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Marketing Environments: Week 2 Lecture
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These notes cover the week 2 lecture on Marketing Environments. The lecture notes include 1 page of notes for the following topics: Lecture 2.1: Brand Identity Process Lecture 2.2: Brand Identity Process Lecture 2.3: Anatomy of a Brief Lecture 2.4: Anatomy of a Brief

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  • September 24, 2024
  • 4
  • 2024/2025
  • Class notes
  • Alan hromas
  • All classes

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Lecture 2.1: Brand Identity Process (pt.1)

Research as the First Step

● Research is the foundation for any branding project.
● Clients usually control the budget and time for research. They will provide basic information
needed to inform the strategy and design.

Client Understanding

● Extensive client interviews help understand what the product/brand represents.
● Critical insights often emerge from understanding the past and present of the company.
● The goal is to extract information that aids in strategy development and brand design.

Sifting Through Information

● Marketers need to sort through massive amounts of data from clients and stakeholders.
● Recording interviews: help to review and focus on key elements.

Market Research: Gathering, evaluating, and interpreting data on customer preferences.

● Evaluation of this data is key to providing a fresh perspective.
● Conclusions drawn from market research shape brand development.

Qualitative Research

● Purpose: Understand customers' perceptions, feelings, and motives.
● Helps marketers grasp why consumers make certain choices.
● Research includes observations from target demographics and beyond.

Quantitative Research

● Common methods: online surveys, product testing, eye tracking, segmentation.
● Objective: Use facts and figures to make informed conclusions.
● When combined with qualitative research, it provides a comprehensive market view.

Building a Complete Picture

● Combining qualitative insights, quantitative data, and company information offers a robust
foundation for developing a branding strategy.

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