Brand Strategy

Frank N. Magid Associates helps companies to develop, shape and strengthen their brands to create emotional connections with consumers and stakeholders. These connections are essential in building engagement that breaks through the clutter and resonates with consumers who are increasingly difficult to reach. Developing a brand strategy will enable clients to answer a number of questions, including:

  • What are current consumer/stakeholder perceptions of the brand?
  • How can the brand be best positioned for growth based on the unmet needs of the target market?
  • What functional and emotional attributes does a brand currently "own" versus its competition?
  • What permission does the brand have to venture into new content, functional or physical arenas?
  • What is the most appropriate brand and positioning strategy?
  • What messaging and positioning resonates with which consumer/stakeholder groups and what provides the greatest and most unique point of value?
  • How does the company communicate and execute its brand with relentless consistency?

Case Study

Analyzing Consumer Brand Loyalty to Identify Opportunities for Private Label Office Supply Products

Many retailers are improving their price competitiveness by increasingly making use of private label products (products that carry the retailer’s brand name). An important aspect of this strategy includes understanding how to position these private label products without damaging sales of existing branded products and the retailer’s relationship with those branded suppliers. Consequently, a national office supply retailer asked Frank N. Magid Associates to help the company test consumer loyalty among its existing brands, thereby minimizing sales cannibalization as the company introduced its private label products. Adhering to the results of a Magid’s consumer “stickiness” research, the client successfully introduced its private label products, resulting in increased sales and improved margin contribution.