Research contribution to brand positioning

Author: Roger Hawa

Abstract:

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand positioning and then how this was developed into an award winning campaign which has proven extremely successful. The research done initially on the positioning clearly pointed our way forward and, as results have proven, contributed significantly towards the brands success. We did also use research as a guide on product and pack development (Many of the detailed findings it should be noted have been omitted due to respecting client confidentiality). As a final point, it became evident that any positioning or advertising had to respect the sensitivities of this market and yet give a credible and motivating rational for purchase. It's a fine balance which meant that the research was essential in guiding us through a potential minefield.

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