Validate the Brand Image
Once all UVP’s and core messages have been developed, a brand image must be created and tested within the markets a company intends on serving. These UVP’s must strike an emotional chord with customers and prospects, and must communicate the value of the company’s offerings, as they relate to the fulfillment of the targets unmet needs.
All components of the brand image must be tested. Once feedback from the market testing has been received, Marketing Communications must further refine and revise the brand in preparation for final launch and communication to the targets.
Validating the Brand Image activities include:
• Test Marketing of Brand Image
• Revise Brand Image Based on Test Market Results
• Retest Revisions as Necessary