AB33™ Ltd
The Brand Building
70 Holywood Road
Belfast BT4 1NT
Northern Ireland
T/F: +44 (0)28 9047 1233
E: info@ab33.com
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Analysing your competitors and their position in the market
is a crucial first step in selecting the right name for your brand.
What types of names are common among them? How do they describe themselves? What strap lines do they use? What language do they use in their market communication? What imagery is associated with their identity? How does your company, product or service differ? Is it possible to change the conversation in your category? Should you?
The answers to these questions are crucial in informing the project team of the parameters within which the chosen name will operate.
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Compiled in the form of a competitive matrix, this intelligence gives the project team an understanding of how best to position your brand to maximise its potential. How can it be made to sound and look more relevant to the market? How can it differentiate itself from the competition? All this can be gleaned from a thorough analysis, which in turn informs the brand positioning.
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