Marketing, Brand Strategy and Positioning

Marketing, Brand Strategy and Positioning

AccessPath works with companies to structure such programs carefully to target attractive customer segments, create the desired image and strengthen the brand in China.

About Service

Thousands of new products and services are being released into Chinese market every day. As the market becomes crowded with similar products and services, a company’s brand becomes the most important asset enabling it to differentiate itself and increase customer demand. For companies that are geared towards Chinese market, developing a brand strategy, which is differentiated and in line with customer expectations and built upon the company’s strengths, is becoming more important.

Our Service - How it works

  • Examining corporate strategy, including the strengths and weaknesses of a company, evaluating present brand portfolio and strategy, and conducting brand assessments including trends in the market, customer strategy, and rival brand strategy analysis.
  • Improving global brand strategies and positioning
  • Building brand portfolio strategy and developing brand architecture
  • Designing brand management processes and brand management organization structure with clearly defined roles and responsibilities
  • Defining brand KPIs and developing an integrated brand performance measurement system for monitoring and evaluating brand value
  • Developing brand identity program and providing the necessary training for synchronizing the organization and all business units with the brand’s ethos

Who We Work With

We support the creation of powerful brands with the services we provide to companies operating in the sectors where competition is growing continuously, where price and product-based competition is challenging, and when companies intend to enter new markets where customer expectations are high. We provide services to such companies and support the improvement of the brand perception on all levels.


Benefits of Our Services

We support our clients’ penetration, growth, and expansion in the Chinese market.
We enable the building of channel structures that support growth and work hand-in-hand with corporate and brand strategy.
We help determine the structure that will enable products and services to reach target customers at the right time and under the best conditions.
We support our clients in developing value propositions that enable them to differentiate themselves from their competitors, make sense to their customers and are in line with the company’s strengths.
We contribute to the transformation of a brand, sometimes taking a simple logo or visual element and creating a company’s most vital asset thereby, enabling a company to stand out from its competitors.
We enable the transition from being product-focused to brand- and customer-focused, which then increases customer affinity.
We help develop a strong brand promise so that customers prefer the company beyond the product. We also support the creation of consumer demand for the product instead of pushing products through sales channels.
We contribute to actualizing the brand at every step by creating coherency among different business units working towards a common vision.