O'Reilly logo

The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 18. Avoid the most common segmentation mistake

Segmentation is a cornerstone of sound marketing and brand building. Segmentation is the forming of groups (of consumers) based on some criteria or characteristics. The usefulness of segmentation ties directly to how these groups are formed. Formed appropriately, segments can be a powerful organizing principle for brand development. Used inappropriately, segmentation can weaken your understanding of the market you compete in. The most common mistake is to segment based on demographics (age, income, education, marital status, and so on). Brand managers will say things like “our segment is young, upscale men” or “we’ve divided the market into three categories—low income, moderate income, and ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required