Brand Strategy

The Brand Strategy Center of Excellence is a focused global team creating products and methodologies to support integrated segmentation, targeting and positioning plans that achieve product and brand success. By partnering with our brand strategy experts, the GfK NOP business units deliver critical customer insights to strengthen your full range of strategic decisions, including:

• Evaluating competitive actions within segments to develop programs that improve market position
• Assessing growth opportunities in different audiences to select investments that yield the best return
• Establishing the most effective strategies for positioning brand extensions to maximize life cycle length and improve brand health

With exclusive access to the world's most extensive consumer trend databases, we provide in-depth profiling of customer values, lifestyles, attitudes, motivations and behaviors. We can then link this critical intelligence with other resources to provide key input into your media choices and message content. Our unique approach connects customer values with brand values, so you can gauge and enhance the relationship between your audience and your product.

By providing a common brand strategy language and framework, we ensure effective and consistent internal communication—and a single lens with which your organization views your market and your customers. You have the models and resources to create a unified strategic vision that can carry your brand to success.

In addition, recognizing that your market conditions are dynamic, we provide knowledge not as a one-time snapshot but as an ongoing information stream. You have the continuous insight to refine your targeting and positioning direction, so you can secure your desired market position—and retain it for the long term.