Strategic Brand Analysis: Customers

May 9, 20131 Comment

Once a Day Marketing™ featured video blog: Strategic Brand Analysis: Customers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are launching a three-part series on strategic brand analysis using David Aaker’s model.

According to marketing guru Aaker, it’s important to track the market activity of consumers, competitors and your own company, which he calls self-analysis.

When it comes to consumers, Aaker identifies four categories to review. The first is trends; knowing what purchase activities are going on in the industry. Second is motivation; understanding what motivates customers to buy your product or service.

Third is segmentation; you should be able to categorize your customers by demographics or psychographics (i.e. interests and likes). The fourth component is unmet needs; perform an analysis centered on product or service voids in the market place

Performing Aaker’s analysis on customers will identify opportunities for you to better brand and market your product or service in the future.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at You may also contact James Glover at (505) 501-1330 or email

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Filed in: 7Ps of MarketingDay of the WeekProcessRecon Thursday

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  1. James,

    This is such an important topic! Thank you for this brief discussion with points
    to consider! Just contacted Way Better Snack with a positive response. The key
    is reciprocity….

    Talk with you soon,

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