Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview

5
We are all different, but not that
different – the principles
of segmentation

Customized branding is a process to adapt the brand to each individual's special circumstances, whether as a professional buyer or decision maker, or a consumer. Segmentation has two important roles in this process. The first one is to help brand management understand the customer base by clustering similar individuals to define current customers better and to get guidance on where to find new ones. The second role is as a tool for implementing the customized brand proposition, in other words to define, develop, communicate and deliver the customized brand proposition to groups of people rather than individuals.

The principles of segmentation are straightforward like most things in marketing, but equally, again like most things, they are difficult to do well. The following is just a short introduction as the subject will be covered from different angles throughout the book – segmentation is a core subject in the curriculum for customized branding.


THE BASIC RATIONALE

The average person does not exist, or at least there are very few of them. If the average number of visits to a supermarket per household per month is 5, but the 5 is made up of one-half

-39-

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