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Assignment:
Chase Sapphire
1. SALIENCE (Category)
2. PERFORMANCE & JUDGEMENTS
a. Features & Functional - what features do target segments like about Chase and its product(s)?
b. Design (elements that we know matter)
Describe Chase's design and how Dr.Martens design differentiates and what it communicates
Fighting brand confusion: What we need them to know/believe (incl. brand "truths") that they aren't aware of or are confused regarding and describe how the brand can help communicate that fact better.
FEELINGS & IMAGERY
a. Emotional Connection - describe the emotional fulfillment target segments receive from Chase
b. Social Connections - what social value does Chase deliver to target segments? (Think Prius and how it allows customers to communicate they are "green" just by driving such a unique looking vehicle)
4. Based on the brand pyramid analysis what are your recommendations for Chase?
Overview
Customers
Challenges
GTM (go-to-market) strategy
Recommendations
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