May 9, 2013 at 7:02 AM

Strategic Brand Analysis: Customers

Recon Thursday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Once a Day Marketing™ featured video blog: Strategic Brand Analysis: Customers

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Recon Thursday and we are launching a three-part series on strategic brand analysis using David Aaker's model.

According to marketing guru Aaker, it's important to track the market activity of consumers, competitors and your own company, which he calls self-analysis.

When it comes to consumers, Aaker identifies four categories to review. The first is trends; knowing what purchase activities are going on in the industry. Second is motivation; understanding what motivates customers to buy your product or service.

Third is segmentation; you should be able to categorize your customers by demographics or psychographics (i.e. interests and likes). The fourth component is un-met needs; perform an analysis centered on product or service voids in the market place.

Performing Aaker's analysis on customers will identify opportunities for you to better brand and market your product or service in the future.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at You may also contact James Glover at (505) 501-1330 or email

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