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C2 NIWA Community-Segmentation Criteria and Building Brand Associations on the Example of a Selected Target Group
Abstract
Every organization which offers products or services wishes to communicate with their customers in the most effective way. This kind of communication is based on proper selection of target groups, which are extracted in the process of market segmentation. That is way it is very important to ask the question to whom the message is to be directed and what kind of message we want to give. This article describes the selection criteria of target groups in The Centre of Excellence of Scientific Application Development Infrastructure (CD NIWA) which is organized in the structures of Gdansk University of Technology. It is a place that provides advanced IT platforms for the production of various types of applications. CD NIWA users have access to the most current knowledge in this field, advisory services, and tools to collaborate on IT projects. They needed to be divided into target groups and the communication methods have been adapted to their specific. The result of this process is the establishment of appropriate associations with the brand. In the article there are presented results of short research showing what kind of associations were successfully built in the one of the target groups by using a system of visual identification – the logo of the CD NIWA.
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- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
TASK Quarterly
no. 19,
pages 541 - 550,
ISSN: 1428-6394 - Language:
- English
- Publication year:
- 2015
- Bibliographic description:
- Popławska-Boruc A.: C2 NIWA Community-Segmentation Criteria and Building Brand Associations on the Example of a Selected Target Group// TASK Quarterly. -Vol. 19., iss. 4 (2015), s.541-550
- Sources of funding:
-
- COST_FREE
- Verified by:
- Gdańsk University of Technology
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