• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Research
    • Markets & Technologies
    • Raw Materials
    • Top Companies
    • Directories
    • Jobs
    • Events
    • Microsites
    • More
  • Magazine
  • News
  • Research
  • Markets & Technologies
  • Raw Materials
  • Top Companies
  • Directories
  • Jobs
  • Events
  • Microsites
  • Current / Back Issues
    Features
    Business Corner
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    World Reports
    eBook
    Top Features
    Powder Coatings Market

    Performance Enhancing Additives

    The Role Of Kilowatt Hours In Measuring Mill Performance

    The 2023 Marine Coatings Market

    PPG: Treated Silicas Enable Tire Manufacturing Energy Savings and Reduced Complexity
    Breaking News
    Online Exclusives
    Distributor News
    Financial News
    Paint & Coatings Manufacturer News
    People In the News
    Price Increases
    Product News
    Raw Materials & Equipment
    Video Bites
    Suppliers News
    Live From Shows
    Top News
    BASF Donates $5,000 to High School STEAM Education Programs in Chattanooga Area

    Coating Additives Market Worth $10.5B by 2028: MarketsandMarkets

    California Sports Surfaces Celebrates 70 Years

    ROSS Offers Cost-Effective, Expertly Reconditioned Equipment

    AkzoNobel Shares Sustainable Architectural Solutions at Conference
    Top Companies report
    Market Research
    White Papers / Tech Papers
    Technical Papers
    Product Spec Sheets
    World Reports
    Adhesives and Sealants
    Aerospace Coatings
    Architectural Coatings
    Automotive Coatings
    Automotive Refinish
    Business Operation
    Color Trends & Forecast
    Construction Chemicals
    Corrosion Control
    Industrial Coatings
    Laboratory Equipment
    Marine Coatings
    Market Trends & Forecast
    Powder Coatings
    Production Equipment
    Radcure Coatings
    Special Purpose Coatings
    Wood Coatings
    "Green" Coatings

    California Sports Surfaces Celebrates 70 Years

    ROSS Offers Cost-Effective, Expertly Reconditioned Equipment

    Selektope Keeps Global Mercy’s Hull Barnacle-Free

    PPG Introduces High-Performance UF Membranes and Filter Elements

    ON VOLUDE is Theme of BASF’s 2023-2024 Automotive Color Trends Collection
    Additives
    Binders
    Pigments
    Solvents

    Coating Additives Market Worth $10.5B by 2028: MarketsandMarkets

    Micro Powders Showcases Natural, PTFE Alternative Additives at 2023 WCS

    OQ Chemicals Announces Price Increases for Oxo Intermediates

    BASF Broadens Monomers Portfolio, Launches Bio-based 2-Octyl Acrylate

    “MyCarbonFootprint”: BASF Launches Dashboard for Sustainable Procurement
    Company Capabilities
    Buyers Guide
    Distributor Guide
    Add New Company
    International Buyers Guide Companies
    Shepherd Color Company, The

    EPS

    Arkema

    Clariant Additives

    Active Minerals
    Industry Events
    Webinars
    Live From Show Event
    Top Events
    The Gulf Coatings Show

    Western Coatings Symposium 2023

    Pacific Coatings Show

    CHINACOAT 2023

    ABRAFATI 2023
    Companies
    White Papers/Tech Papers
    Product Spec Sheets
    Equipment
    Literature/Brochures
    Videos
    International Buyers Guide Companies
    Shepherd Color Company, The

    EPS

    Arkema

    Clariant Additives

    Active Minerals
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Business Corner
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Directories
      • Buyers Guide
      • Distributor Guide
      • Corporate Capabilities
      • Trade Associations
      • Add Your Company
    • Markets & Technologies
      • Adhesives and Sealants
      • Aerospace Coatings
      • Architectural Coatings
      • Automotive Coatings
      • Automotive Refinish
      • Business Operation
      • Color Trends & Forecast
      • Construction Chemicals
      • Corrosion Control
      • Industrial Coatings
      • Laboratory Equipment
      • Marine Coatings
      • Market Trends & Forecast
      • Powder Coatings
      • Production Equipment
      • Radcure Coatings
      • Special Purpose Coatings
      • Wood Coatings
      • "Green" Coatings
    • Raw Materials
      • Additives
      • Binders
      • Pigments
      • Solvents
    • World Reports
      • Africa Report
      • China Report
      • India/Asia Pacific Report
      • Europe Report
      • Latin America Report
      • Market Research
      • Russian Report
    • Top Companies
    • Online Exclusives
    • Glossary
    • Slideshows
    • Experts Opinions
    • Blog
    • eBook
    • Infographics
    • Videos
    • Podcasts
    • Whitepapers
    • Jobs
    • Microsites
      • Companies
      • White Papers/Tech Papers
      • Product Spec Sheets
      • Equipment
      • Literature/Brochures
      • Videos
    • Events
      • Industry Events
      • Live From Show Event
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Business Corner

    Brand Strategy

    ...

    Brand Strategy
    Phil Phillips, CHEMARK Consulting Contributing Editor03.19.18
    How must marketers keep their brands unique while making them central to their selective groupings?

    Industrial branding and retail branding have common issues. While serving entirely different segments and supply chains, they still make similar mistakes. They both have problems striking a balance between centrality and relative individuality.

    Providing the right balance between centrality and individuality influences the tactical aspects of strategy such as how the brand will be perceived, and how much of it will be purchased and at what price and in the end, how lucrative it will be.  Traditionally, companies have analyzed brand positioning and business performance separately. To assess performance they have used a different set of strategic tools that map or measure brands on yardsticks such as SOM (share-of-market), AGR% (Average Growth Rate) and profitability.

    To improve the strength of a company’s brand it must ultimately connect its brand position with business outcomes. Managers in the coatings, paints, adhesives, sealants and specialty chemicals industries need to determine:

    A desired market position;

    Make resource allocations and brand strategy decisions;

    Track performance against competition over time and

    Evaluate strategy on the basis of results.

    With this method, companies will discover that centrality and individuality need not be conflicting goals; companies may choose to follow both and profit considerably.

    Location & Performance

    The creation of a plan for a brand is fairly simple but very time-consuming in its process.  A company would begin this process by first, identifying the geographical market to target: (i.e., global, countries, regional), and market customer segments to be surveyed.  Then, the company would conduct a survey to collect data on key customer’s (along the value streams of activity) observations of the brand’s centrality and individuality on a self-developed scale (1 to 5, or 1-10, etc.).  This data yields unique coordinates for each brand’s position. The plan also captures market performance.

    Let’s stop here! Examples of centrality (Central Brands) would be Coca-Cola in soft drinks and McDonald’s in fast foods. These brands are arguably the most representative of their type. These brands shape category dynamics including consumer preferences, pricing and the pace and direction of innovation. Examples of individuality (Uniqueness) would be Bentley or Rolls Royce in automobiles as they stand out from the crowd and avoid competition with widely popular central brands.

    Strategic implications of brand positioning on the plan can vary considerably depending on the customer segment, region and other factors. Regardless of where a brand locates on your plan, its position should reflect a company strategy and be consistent with its business model.

    For example, Jaguar in the U.S. would be placed high in the ECCENTRIC/Individuality box while Kia would find itself placed in the low TANGENTIAL/Individuality box and midway in its Centrality.

    When considering the industries we all serve…the coatings, paints, adhesives, sealants and specialty chemicals industries, (as we did in the Automotive examples) to make this type of analysis accurate and therefore, very useful, one would first segment by product-line. You noticed, we did not compare auto manufactures (Ford, GM, Toyota, Honda, Fiat-Chrysler) nor would we compare PPG, Sherwin-Williams, AKZO, Forrest, Hentzen, Red Spot, RPM or Cardinal Industries, but would only assess their products in specific market segment.

    Dr. Phil Phillips is owner and managing director of CHEMARK Consulting Group, a global management consulting firm specializing in the coatings, paints, adhesives, sealants and specialty chemicals industries. 
    Related Searches
    • red
    • sherwin-williams
    • paints
    • industrial
    Suggested For You
    Nally, Novo Join PPG Board of Directors Nally, Novo Join PPG Board of Directors
    CHEMARK Expands Management Consulting Services CHEMARK Expands Management Consulting Services
    Lowe Lowe's Discontinues Sale of PPG Olympic Paint, PPG Issues Statement
    Sherwin-Williams Student Design Challenge Now Open Sherwin-Williams Student Design Challenge Now Open
    Color Trends for Wood Coatings Color Trends for Wood Coatings
    Local Market Trend Dictated Topics For CHINACOAT2017 Local Market Trend Dictated Topics For CHINACOAT2017
    EU Coatings Manufacturers Experience Growth Bolstered by Record High GDP EU Coatings Manufacturers Experience Growth Bolstered by Record High GDP
    Wood Coatings  Market Wood Coatings Market
    Sustainability Key Issue for SME  European Coatings Manufacturers  Sustainability Key Issue for SME European Coatings Manufacturers
    PPG Completes COLORFUL COMMUNITIES Project at Industrial Park of Pilar in Argentina PPG Completes COLORFUL COMMUNITIES Project at Industrial Park of Pilar in Argentina
    Powder Coatings Market Powder Coatings Market
    PPG - Analyst Provides Insight After Meetings with Management PPG - Analyst Provides Insight After Meetings with Management
    CHINACOAT2017 To Be Held November 15-17 in Shanghai CHINACOAT2017 To Be Held November 15-17 in Shanghai
    Sherwin-Williams Adds ACS as Central, South American Aerospace Coatings Distributor Sherwin-Williams Adds ACS as Central, South American Aerospace Coatings Distributor
    H.B. Fuller Finalizes $1.57B Acquisition of Royal Adhesives & Sealants H.B. Fuller Finalizes $1.57B Acquisition of Royal Adhesives & Sealants

    Related Breaking News

    • Breaking News | People in the News
      Nally, Novo Join PPG Board of Directors

      Nally, Novo Join PPG Board of Directors

      Michael Nally is executive VP and chief marketing officer, Merck & Co., Inc.; Guillermo Novo is chairman and CEO, Ashland Global Holdings Inc.
      02.18.21

    • Breaking News | People in the News
      CHEMARK Expands Management Consulting Services

      CHEMARK Expands Management Consulting Services

      Adds director of Corporate Legal Activities Practice
      03.13.18

    • Breaking News | Paint & Coatings Manufacturer News
      Lowe

      Lowe's Discontinues Sale of PPG Olympic Paint, PPG Issues Statement

      ...
      02.28.18


    • Breaking News
      Sherwin-Williams Student Design Challenge Now Open

      Sherwin-Williams Student Design Challenge Now Open

      The annual Student Design Challenge offers prizes and recognition for emerging talent
      02.14.18

    • Wood Coatings
      Color Trends for Wood Coatings

      Color Trends for Wood Coatings

      Consumers are more willing to try new color choices for their wood care projects.
      Kerry Pianoforte, Editor 02.13.18

    Loading, Please Wait..
    Trending
    • PPG Introduces High-Performance UF Membranes And Filter Elements
    • Hempel Inaugurates Production Facilities In China
    • ON VOLUDE Is Theme Of BASF’s 2023-2024 Automotive Color Trends Collection
    • Tim Knavish Elected PPG Chairman And CEO
    • Hugh Grant To Retire From PPG Board Of Directors
    Breaking News
    • BASF Donates $5,000 to High School STEAM Education Programs in Chattanooga Area
    • Coating Additives Market Worth $10.5B by 2028: MarketsandMarkets
    • California Sports Surfaces Celebrates 70 Years
    • ROSS Offers Cost-Effective, Expertly Reconditioned Equipment
    • Selektope Keeps Global Mercy’s Hull Barnacle-Free
    View Breaking News >
    CURRENT ISSUE

    September 2023

    • Powder Coatings Market
    • Performance Enhancing Additives
    • The Role Of Kilowatt Hours In Measuring Mill Performance
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control
    Natrol Launches First Non-Melatonin Sleep Supplement
    Metagenics Releases Consumer Survey on Menopausal Support Supplement
    Coatings World

    Latest Breaking News From Coatings World

    BASF Donates $5,000 to High School STEAM Education Programs in Chattanooga Area
    Coating Additives Market Worth $10.5B by 2028: MarketsandMarkets
    California Sports Surfaces Celebrates 70 Years
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    MPO's Most-Read Stories This Week—Sept. 30
    Dentsply Sirona Names Former NuVasive CEO Lucier as Chairman
    SeaStar Medical Gets Breakthrough Nod for Selective Cytopheretic Device
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Univercells Expands into the U.S. With New Offices in Andover, MA
    Evecxia Therapeutics, Quotient Sciences Complete Clinical Milestone for Depression Treatment
    Ionis, Roche Partner on RNA-targeted Programs for AD and HD
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    ScentAir Debuts Room Sprays & More
    African Pride Launches On-Campus Activations
    Sharper Image Debuts Revel Hair Tools
    Happi

    Latest Breaking News From Happi

    Hair Searches in the US Change ‘Coarse’ with Growing Demand for Textured Hair Solutions
    Boss Bottled Celebrates 25th Anniversary
    In the Case of Efficacious Cosmetic Buys, Cost is Not A Factor Says Mintel
    Ink World

    Latest Breaking News From Ink World

    W+D to Premiere i-Jet 3 Inkjet at Printing United
    MicroDynamics, All Printing Resources Partner to Represent Veritas
    Weekly Recap: Wikoff Color, BASF, Latin America Top This Week’s Stories
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    TLMI's LLT grows, Labelexpo Europe details big numbers and more
    SABIC and partners launch bio-based IML solution for food packaging
    tesa completes expansion of Michigan manufacturing facility
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Weekly Recap: Thomas Receives INDA Lifetime Technical Service Award, ExxonMobil Works with JL Goor
    Greentech Introduces Air Filter with Advanced Odor Elimination
    Ontex Divests Pakistan Operations to ASAIA Holding
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    ODT's Most-Read Stories This Week—Sept. 30
    Lazurite Adds Benchmark Medical as a Distributor for its ArthroFree Wireless Camera System
    ChitogenX Granted New U.S., Canadian ORTHO-R Patent
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Weekly Recap: Mergers and Acquisitions, First Solar Top This Week’s Stories
    Jabil Posts Fourth Quarter, Fiscal Year 2023 Results
    Ink-Borne ‘Chiplets’ Could Lead to Printable Displays, Electronics and More

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login