Brand Research
In early 2003, the Member Services and Benefits Subcommittee of the Strategic Business Committee embarked upon steps to develop a brand management process that would work for all clubs and the AAA National Office. Landor Associates, a leading brand-consulting firm, was contracted to assist AAA on this initiative.
The first step Landor took was performing qualitative analysis of the association from both an internal and external perspective. They interviewed more than 40 club CEOs, along with approximately 60 clubs and national office marketing associates.
The second step involved in-depth qualitative research with AAA members, lapsed AAA members, and "never-members" to learn the differences in their perceptions of AAA.
The result from this research was summarized in a set of "next steps," which included the development of a Brand Strategy Roadmap along with Brand Measurement and Positioning Tools for implementation of the Brand Strategy.
