Please read this chapter and check how the "Chapter Highlights" are written at the end. Can you please help me write in the similar fashion for the next chapters I provide? 

Chapter 1: Market Research and Marketing Concepts
Market research is one of the biggest challenges businesses face. Without doing proper research about what your customers want and how your competitors fulfill those demands, you cannot move further. This is why it’s important to start your marketing journey with market research. 
Founders, CEOs, and marketers are supposed to be the most aware of their brands, competition, marketing opportunities, and a lot more. You, being a CEO, founder, or marketer, are also supposed to practice the same. The following are the key considerations that every founder, CEO, and marketer like you should keep in mind:

Research Your Market Inputs and Outputs
Whatever an organization does to produce effective results for its growth can be termed Input. Some examples of the Input include available resources, data information, people, and time. Focusing on how you process these inputs can produce great marketing results.
A smart input requires diversified experience, novel ideas, and reliable collaborative data. By making inputs the right way, you can get informed and valuable outputs to meet the enhanced communication challenges. 
An IPO system can be defined as: 

You can use the IPO system to perform competitor analysis, develop case studies for prospects, and craft effective marketing campaigns. The better commands you have on your inputs, the easier it will be to get outputs from your marketing engine that cater to expected changes in the future. 

Use Customer Insights for Great Campaigns
Correct, relevant, and reliable data is crucial for effective campaigns. Data is also important for crafting result-oriented strategies. This is why data-driven campaigns are solid evidence of successful campaigns and outcomes of exerted resources for business growth. You can deeply analyze your data to craft robust campaigns and strategies to create a strong impact on your potential audience.
Data-driven emotional campaigns can build strong emotional connections with your targeted potential customers. For reliable data collection, you can encourage your customers to share their feedback. And you can use this first-hand data to create campaigns appealing to people’s consciences.
Studies show that data has a better idea about the market competition and customer behaviors. Organizations that focus on their customer' behaviors can outperform their competitors. You are in a better position to design personalized marketing messages to gain a competitive edge over your competitors.

Do the Opposite of Your Competitors
In competitive markets, most brands go the traditional path and do not find new ways and solutions to their problems. To find the best alternative to the strong competition in your market, you should explore something new. This way, you can differentiate your brand and attract new customers. 
As David Ogilvy  said, “If you don’t change what you are doing today, all of your tomorrow will look like yesterday.” 
Following his words for your marketing strategy, it’s a must for you to find some different and unique ways to get distinct from your competitors. 
Explore your competition, find your strengths, analyze the opportunities, and then offer some unique solutions to your prospects. Competitors are competing with one another, you should find an opportunity to find the opposite of your competition. 

Focus on Your MVPs
Focusing on your most valuable customers (MVPs) provides many highly valuable advantages. With a narrow focus, you can reduce your investments in exploring and finding new customers, gain maximum output from your existing customers, and boost your brand loyalty beyond your expectations. 
One of the popular rules for focusing on your valuable customers is the 80/20 rule, that is, moving to new heights of building even smaller numbers. You can focus on engaging your audience even less than 20% to drive more than 80% of your overall revenues. 
You can evaluate the buying behavior of your valuable customers by customer lifetime value (CLV). According to Bain & Company, a loyal customer usually refers to 3 people after the first purchase and 7 people on the tenth purchase. 

Your loyal customers are many times more effective than your customers with the first purchase. That’s why you need to focus more on the retention of your loyal customers than on finding new ones. 

Uncover Non-Financial Incentives
Incentives, both financial and non-financial, play an important role in getting more engagement from your employees. Non-financial incentives are of great importance in achieving improved organizational performance without sacrificing your cash and banks. Flexibility, volunteer time off, experimental rewards, and fringe benefits are popular examples. 
Numerous non-financial benefits are an impressive way to engage your employees for the best out of their professional skills and knowledge. You can experience it by providing them with extra opportunities for professional and personal development, career growth, and public recognition. Engage them to explore new ideas, feedback, and suggestions. Facilitate them in managing work-life balance support and entertain them with wellness programs.
Encourage your employees to attend conferences, seek additional education, or participate in workshops and seminars. It might boost your organization's performance. Look at the following sequence to maximize the output from your internal organization's human resources: 

Keep Your Research Updated
One of the most influential and effective elements of your business growth is keeping your research updated. Staying well-informed about your market and competition can provide you with a competitive edge in your market. Here’s how to ensure you don’t miss out on anything important about your market:
Follow the key journals and publications
Join online communities and networks
Attend relevant conferences and workshops
Monitor policy and industry developments
Review and update your research goals
Attend webinars and events

Create a Brand Belief System Around an Important Topic
To connect with your customers emotionally, speak to their beliefs. You can lead your customers from the front by creating a belief system for brand awareness, promotion, and business growth. The brand belief system is, in fact, a set of norms, practices, and beliefs that play a role in the existence and life of a brand. It creates loyalty to the customers, builds trust for the employees, and enhances the performance of the organization. 
Brand trust is the amount of respect and loyalty that customers have for your brand. It may also enhance the strong belief in your organization and help you deliver on your promise excellently. You can find your brand trust and insights about your brand belief system from the reviews, sales, and engagement. These are amazing sources that can indicate your brand's trust effectively. 
Clearly state your capabilities before you finally deliver them to your customers. While communicating and establishing your brand trust, be authentic and transparent. Build, promote, and grow your brand belief by prioritizing quality over quantity. And do follow your customers throughout their journey of buying your products. 

Focusing on the Three Core Brand Components
Here are the three core brand components you should consider while working on branding and marketing your brand. Look at these core brand components in detail in the following lines:

Your Brand’s Value Creation Story
Brands are in an imperfect competition to grab prominent space in people’s minds. They are struggling hard, like you, to capture their customers' attention and grow their businesses. Making your mark is possible only by developing a brand identity and engaging people with your brand. You can get your customers’ attention by explaining the reasons why your brand came into being and why it exists for its customers.
A brand is nothing more than a combination of a topic that the audience is conscious of and a belief system that intersects with it. Leave a positive user experience by creating interactive experiences and keeping your beliefs in your products and services. Make an impact on society with sustainable products and services. And deliver exceptional customer service. 

Your Brand’s Visual Symbols
Brands are remembered and recalled easily with their symbols which are visual representations to capture a brand identity and essence. The symbol must embody your brand identity. Focus on being simple, consider timeliness, think internationally, and be unique. 
Logos are symbolic expressions designed in numerous forms and structures. These are designed to grab the attention of customers and get remembered in the long run easily. Some of the popular types of logos are:
Monogram or Lettermarks
Wordmarks or Logotypes
Pictorial marks or Logo symbols
Abstract logo mark
Mascots
Emblems
Choose the best brand visual symbol to create your unique identity in your market. 

Your Brand’s Growth Strategy
A brand growth strategy is a comprehensive plan to enhance engagement with bigger audiences. Increasing a brand’s acceptability and boosting brand equity are the cornerstones of any brand growth strategy. 
Start your growth strategy by identifying your key audiences, defining your brand’s purpose and position, and creating a brand story around your brand goals and objectives.
You should expand your reach through brand building without having a fear of rebranding your business in case you need to. Turn your prospects into buyers after devoting much of your precious resources, like finances, energy, and your time of engagement. 
Not only you should create new products and services, but also diversify your distribution channels. Experiment with pricing strategies and tailor your marketing to broader audiences. Become a partner with influencers to earn rapid growth of your business.

9. Differentiate Between Branding and Marketing
Branding is your business goal-oriented identity, character, value, and many more to win the loyalty of your customers. A distinctive look, personality, and a positive image and reputation of your company. On the other hand, marketing is how you create brand awareness, market tactical goals, and promote your products or services. 
Both branding and marketing terms are sometimes used interchangeably. Here are some of the major points of distinction between branding and marketing:

Marketing Drives Sales while Branding Drives Recognition
Branding and marketing go hand in hand. They both play a great role in creating awareness, values, and image. Prospects get interested with a comprehensive branding strategy and marketing campaigns. They both differ but can’t boost brand recognition, sales revenues, and ROI.
Branding is primarily focused on creating recognition and winning loyalty to brands. Marketing promotes products and services and increases awareness and interest to create demand for the products and services. Hence, both perform their significant role in the development and growth of your company. 

Marketing Strategies Come and Go, Branding Seldom Changes Forever
Branding creates your brand identity and proves what you are. It takes years to build a consistent brand identity by spending a lot of your resources. 
But marketing is highly flexible, and any business’s marketing strategy might change according to the changing requirements of the market, the versatility of your customers' behaviors, and the competitive landscape. 

Branding and Marketing Fuel Each Other
Branding provides a base for the differentiation of your brand and a unique position in your prospects and customers’ minds. You need to keep your identity alive in your target audience with your visually impressive outlook and the image of your brand.
Marketing, on the other hand, keeps your brand on the go by reminding your prospects and customers to stay connected with your brand. You might boost your sales with continuous reminders of your branded products and services and increase your revenues consistently.


10. Boost ROI with Your Research and Marketing Efforts
A deep and thorough marketing research enables a marketer to create an effective and result-oriented marketing strategy. This, in the end, produces excellent, amazing, and outclass results in producing the desired output. You might consider enhancing the outreach of your brand, attracting most of your target prospects, and boosting your revenues.
Market research provides you an opportunity to explore and find potential customers’ desires, wants, and needs. With research, it gets easier to create a demand using the demand-driving forces and convert your prospects into loyal customers. All this is highly dependent on your comprehensive, relevant, and in-depth market research.
Your research is valuable only when it is result-oriented and covers the demand of products, target audience, and competitors. By utilizing the strategies mentioned above, you can boost your marketing efforts and your ROI in the long run. 

How I did Market Research for Hayaat.pk?
In 2017, I was tasked to launch our online healthcare project, “Hayaat.pk,” in a market where awareness about online healthcare services was lacking. 
I researched the healthcare industry, the available healthcare solutions, and their reach to the public. It turned out that only a limited audience was getting the benefits from online healthcare services. The idea of Hayaat.pk was highly tough to create public trust due to the skepticism on online transactions, lack of social media usage, and scarcity of doctors available online. 


At that time, only 14,269 health institutions and 208,007 doctors (roughly 1 doctor for 100 people) were available for the people of Pakistan. We thought it was the right time to provide convenience to the community with the maximum possible health benefits. Hayaat.pk was formed in June 2017 with a vision to fill the market gap by providing online healthcare services to the local community in Pakistan.
I did deep research in the healthcare industry to get the pain points of our target audience and chalked out an awareness marketing plan. Only 64.73 percent were using mobile phones, and most people were not aware of online healthcare services. I had to explore the target audience and market potential and bring awareness from scratch to understand and craft an effective marketing plan.
This tiring effort of doing research in the healthcare sector was made easier, thanks to my team. They worked devotedly for the noble cause of serving Pakistani people who were not actively relying on tech-powered healthcare solutions. 
I developed a cohesive brand story that helped establish visual symbols and craft a growth strategy. Doing so helped me reach out to the right people at the right time and created an opportunity to fill the market gap. I did my best and stayed updated on the market, competitors, and audience behavior.
This way, I finally succeeded in providing healthcare solution services for the people of rural and urban areas simultaneously. Our healthcare services were beyond just medical appointments, these extended to the quality, timeliness, and affordability of virtual medical assistants. 

Chapter Highlights
Market Research and Marketing Concepts
Research is the first and foremost important thing to start your journey. Critically examine your inputs, processes, and outputs. 
Dive deep into customer insights to create effective marketing campaigns for your brand.
Make a distinction with your strategy to stand out in your competition.
Focus on Customer Lifetime Value to enhance brand loyalty, maintain sales, and boost revenues.
Never compromise on your employees' commitment to your brand, use non-financial benefits along with financial support to maintain their loyalty to your brand.
Exert resources to stay updated with your market research. Join different marketing platforms and subscribe to journals relevant to your niche to gain a competitive edge over your competitors.
Create a brand belief system to enhance the engagement of the customers. Be authentic and transparent to win your customers’ loyalty and faith. 
Stick to the three brand components, brand’s value creation, brand’s visual symbols, and brand growth strategy). Cast a spellbound impact on your audience, boost recognition, and grow your brand's success.