• <h1>Claro</h1> <h2>Research and consulting regarding Corporate Brand Positioning in Latin America</h2>
  • <h1>Claro</h1> <h2>Research and consulting regarding Corporate Brand Positioning in Latin America</h2>
  • <h1>Claro</h1> <h2>Research and consulting regarding Corporate Brand Positioning in Latin America</h2>

Claro

Research and Consulting Regarding Corporate Brand Positioning in Latin America

Objectives

  • Identifying relevant emotional anchors in order to develop Claro’s corporate positioning on a regional level (Latin America)

Minerva Marketing Solution

  • International study (16 countries):
    • Market segmentation based on implication/consumption variables in the Claro categories
    • Diagnostic of consumer emotional drivers in the Claro categories and beyond (values, attitudes, lifestyle)
    • Gathering and classification of individual consumer expressions spontaneously associated to the Claro brand, to its competitors and to key image axes (i.e. trust, good service, innovation, etc.)
  • Recommendation of a reference target group (priority segments) on a regional level in order to focus the corporate communication effort
  • Recommendation of a shortlist of relevant emotional communication territories

Results

  • Support in the elaboration of communication briefings (advertising, media) around corporate campaigns

Other references