Brand Growth Barriers by Ralph Krüger & Andreas Stumpf

Author:Ralph Krüger & Andreas Stumpf
Language: eng
Format: epub
Publisher: Springer Berlin Heidelberg, Berlin, Heidelberg

Is the brand positioning accepted by the target group? Is it highly relevant to the target group?

Does the target group believe that the brand/products meet the most important criteria of the category (basic criteria) at least as well as the competition ?

If a brand is positioned towards one basic criterion : Does it sell that benefit significantly better?

4.5 First Choice Barrier or: Missed Pole Position Again?

Things get really interesting at the first choice barrier. The aim now is not only to meet the basic criteria and be at least as good as competition. You also need to be far better than your competitors on at least one criterion or distinguish your brand clearly by additional criteria.

So what about your own brand? Which arguments do you use to distinguish it from competitor brands? Standard brand image and performance studies are helpful in this respect. They make it very easy to compare your brand with its competitors to discover which distinguishing features yours really has. If you then discover that, in the perception of the target group, there isn’t a single distinctive feature, your task is clear: to find at least one criterion that could make your brand distinctive in future.

Studies can also indicate that a brand distinguishes itself from the competition by one or more criteria, but is still not the target group’s first choice. So why doesn’t that specific factor, the unique promise, motivate the target group to overcome this barrier and make your brand first choice?

In 90 % of cases, those in the target group who fail to overcome the first choice barrier have one of the following reasons for rejecting a brand:I don’t need the promised benefit. Because …!

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