This module is concerned with what brands are, how they are created and what they do. The module considers how new brands and products are developed. Strong evidence from data-driven research over many years tells us that the key to marketing effectiveness is improving a product, place or thing’s physical and mental availability. In regards to growing brands, research can guide us and demonstrate that a mark or logo is only one very basic (but important) part of the picture. To grow a brand in the minds of current and potential customers, we need more people to notice or recall Australian food and agricultural products (i.e. increase our mental availability for those in the market) and have our products and services widely available for consumption (physical availability).

CONSIDER A PRODUCT YOUR ARE FAMILIAR WITH

  • How aware are consumers of your brand? Where does your brand ‘sit’ in the market? Is it big, small, niche, or are you new to the game? How is it positioned?

  • How well is it entrenched in the mind of the consumer? People can’t buy if they can’t think of you (quickly or positively) in a purchase situation.

  • What is your brand image? What associations do people link to your brand that help them to remember who you are and why they should buy you?

  • Are you refreshing the mental structures (those associated links) that define your brand?

  • Is your brand available both mentally and physically to as many potential consumers as possible? Or are you missing potential consumers?