1. A method of developing a brand profile for a new product comprising the
steps of:
providing a predetermined plurality of product attributes each representing an
identifiable feature of a generic product under consideration;
grouping said product attributes in response to customer-oriented market
research;
placing each of said attributes in an attribute class corresponding to brand
personality importance;
thereafter, generating a preferred product brand position
as a function of said product attributes via a processor, including identifying a
competitive set of products,
and associating each of said product attributes with a preferred competitive level with
respect to said competitive set; and
generating target product characteristics as a function of said classified product
attributes and said preferred product brand position via said processor, said target
product characteristics representing customer-driven objectives for each of said plurality
of product attributes to be incorporated into said new product.
THE REFERENCES
E. Jerome McCarthy and William D. Perreault, Jr. (McCarthy), Basic Marketing - A
Global-Managerial Approach” 47 and 78-106 (Irwin 1993).
Howard Eisner, Essentials of Project and Systems Engineering Management” 312-15
(John Wiley & Sons 1997).
Lee G. Cooper and Akihiro Inoue (Cooper), “Building market structures from consumer
preferences” 33 J. Mktg. Res. 293 (Aug. 1996).1
1 Citations herein to Cooper are to the page numbers of the reference of record
obtained from a database.
2
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