About the Client
The client is a manufacturer and distributor of chemicals and advanced materials. The company has approximately 72 production centers in Europe.
The US chemical industry is one of the world’s largest industries and is steadily driven by the emergence of new technologies and innovative manufacturing methods. Even though massive capacity expansions, favorable manufacturing policies in the U.S, and globalization are opening new markets for manufacturing companies, the leaders of chemical industry firms are facing challenges, with ambiguity across global markets, pricing pressures brought by new competitors, and fluctuating regulatory landscapes. Hence to sustain profitability in this fiercely competitive landscape, companies in the chemical industry are in need to grasp the attention of users and potential customers by building a better brand image. Infiniti’s brand marketing strategy helps businesses build a unique identity that differentiates their brand from their competitors.
Business Case: The client, a renowned chemical manufacturer was facing difficulties in differentiating their products from their competitors. Hence, the company approached Infiniti Research to conduct a brand strategy engagement. With Infiniti’s brand strategy process, the client wanted to evaluate the authenticity of the organization and drive effective marketing campaigns to improve brand awareness.
Top Challenges Faced by Chemical Manufacturer
Problem Statement 1
With Infiniti’s brand strategy process, the client wanted to improve their brand image and reach out to a wider demographic.
Problem Statement 2
The client wanted to build a customized strategy for brand building and management, and moreover identify unique market opportunities.
Problem Statement 3
In today’s global market, it is crucial to stand apart from the crowd. Hence, with Infiniti’s brand strategy engagement, the client wanted to build a unique identity that differentiated their brand from the competitors.
Solutions Offered and Value Delivered
To help the client tackle the industry challenges, the experts at Infiniti leveraged a brand strategy engagement.
Phase 1: Determining target audiences
The initial phase of brand strategy process focused on determining the target audiences of the client. Determining the right target audience supported the client in their overall digital brand strategy for marketing.
Phase 2: Researching competitors
The second phase of brand strategy engagement included researching the main competitors of the client. This helped the client to analyze how their competitors effectively build a brand name.
Phase 3: Connecting with customers
After analyzing the target customers and the competitors of the client, the experts at Infiniti Research helped the client determine a brand voice that resonates with the target customers. This improved the client’s chances of connecting with consumers.
Phase 4: Developing customer-focused marketing strategy
Infiniti’s brand strategy engagement helped the client build a customer-focused marketing strategy to scale their position across emerging markets.
With the help of Infiniti’s brand strategy solution, the client was able to build a unique identity that differentiated their brand from the competitors. The client was also able to enhance brand recognition by building credibility and enhancing their advertising effectiveness. Additionally, the client comprehended all the touch points that shape market awareness, including product and service branding, corporate identity, and brand portfolio structure. This helped them enhance their business reach.
Why is brand strategy important?
A brand strategy makes your brand better positioned for success. Below we’ve listed out the few reasons why you should invest in leveraging a brand strategy for your business.
- A brand name helps distinguish your business from your competitors and makes you more recognizable to customers.
- Having a cohesive brand strategy helps you communicate with your customers more clearly.
- A brand strategy helps firms directly connect to the consumers’ emotions, needs, and competitive environments.
- A brand strategy engagement helps companies improve brand recognition, build credibility, and increase overall advertising effectiveness.
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