TABS (Territory, Associations, Baseline, Satisfaction) |
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This is a tool used in developing the firms’ (brands’) position in the market relative to the competition. (T) Territory: What space do we ‘own’ in the customers minds? (A) Associations: What we want the brand to ‘evoke’ – the emotional attributes that the customer associates with the brand. (B) Base delivery: What the brand actually provides / does (S) Satisfaction: what the brand will uniquely provide Base delivery describes what we do. The creative strategy and the product strategy will cover ‘what customers get’. The production and service/s&op strategy will cover ‘How they get it’. The marketing and communications strategy covers ‘how they hear about it and what they think about it’.
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