ABSTRACT
In Chapters 2 and 3 we analysed the internal environment of the brand that is being positioned, covering the corporate identity and the brand architecture. In this fourth chapter we will start on the analysis of the external environment. This analysis is also twofold. This chapter focuses on the first step of the external analysis: target group analysis (the third step of the pre-positioning analysis). In Chapter 5 we will deal with the second step of the external analysis: competitor analysis. The concept of ‘target group’ in this context should be taken quite broadly. Apart from establishing a positioning in the eyes of customers, an organization can also position itself in a certain way in the labour market or as a socially responsible organization for the general public. In Figure 4.1 the target group of the positioned brand is captured in the left circle of the BTC model. Target Group as Part of the External Analysis of a Positioning Process https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203802489/52bc2bf3-7fed-4ce7-8127-4f7b02a17bfb/content/fig4_1_B.jpg" xmlns:xlink="https://www.w3.org/1999/xlink"/>
