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 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 over 40 club CEOs, along with another 50 to 60 clubs and national office marketing associates.
The second step involved in-depth qualitative research with AAA members, Lapsed AAA members, and Never AAA members to learn the differences in their perceptions of AAA.
The result from this research was summarized in a PowerPoint presentation that was taken out to the SBC and AAA Board with a request to move forward with the Next Steps which included the development of a Brand Strategy Roadmap, Brand Measurement, and Brand Positioning Tools for implementation of the Brand Strategy.
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