Strategy & Branding in Italy
How well could a non-Italian brand perform in the Italian market? The potential is huge for any brand; any name can become a well-regarded household name in Italy. There’s plenty of evidence that many American, Swiss, German and English brands have entered the Italian market very successfully in the past without even considering a “local” approach.
Today, in a more competition and a more transparent market, one needs to be a little more careful to make sure the brand doesn’t clash with Italian culture / language and whether the positioning of your non-Italian brand fits in between local competitors, before any investments in promotional campaigns are made.
Mapping market conditions & trends, identification of potential competitors can be achieved using “dry” market research and market benchmarking to get a rough idea of the market to identify potential product demand, market entry barriers or positioning issues.
A sensible next step would be to look into focus groups to thoroughly test any potential issues that resulted from the dry research like existing brand equity, perception of brand image & brand appeal of the existing brand. Additionally, eny (experperimental) local variation of the brand could be tested on a carefully selected Italian audience.
PicNic International can help you to put your non-Italian brand through these tests, analyse the results carefully and optimize your brand and positioning strategy in Italy to make sure that any investments in promotion are as efficient as possible. Please contact us to tell us what your needs are and we’ll tell you what we can do for you.