Brand Positioning

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Product positioning is very hard for the firm. There is a tight price competition due to the existence of strong players in the industry. Also in the existence of these big and strong competitors, substitution is also high because each of these players offer a wide variety of products that present consumers different level of satisfaction.

Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

The definition and importance of brand has been discussed by many scholars. Kotler (2006:334) defined Brand as ‘a name, term, symbol or design which helps the sellers to differentiate its products and services from its competitors’. Duncan (2008:70) claimed that a brand is a perception of a company or a line of products and services which is result from the experience and information. About the importance of brand management, Groucutt (2005:120) stated effective brand management can help a company gain and sustain competitive advantages. According to branding; the corporation can obtain legal protection through copyright, trademarks and patents. In addition, the company can also add value to its product and services. Furthermore, a brand can help the company to differentiate its

1. Think about the basis of competition: competitive positioning may be based on (a) attributes or benefit, (b) use or application, (c) product or brand user, (d) product or service class, (e) competitors, and (f) price and quality. 2. Write its positioning statement

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Core Values & Beliefs. How do you conduct your business? What makes up your unique culture? When your values are clear, it 's easier to make decisions.

They have to look after solutions and new ideas to innovate and keep their growth at least at same level. Here the concept of Corporate Brand has to be established by a combination of brands which have a same reputation in their fields. This is what has been done between Nokia and Microsoft to save their achievements through a long experience journey of producing, serving and marketing. Both brands have a strong renown and have been placed in the consumers' minds. This corporate will help the two firms to create a save path to go through the difficulties of staying strong in today's market. "A corporate brand orientation refers to a category of institution where the corporate brand specifically acts as an entity’s cornerstone. It is a centripetal force that informs and guides the organization. As such, both inherent and espoused corporate brand values/the corporate brand covenant underpins an organization's core philosophy and culture. It is also reflected in an entity’s purposes, activities and ethos (its corporate identity). It may also enlighten corporate strategy and management vision and provide a hub from which corporate brand communications and reputations can be evaluated. Key determinates of a corporate brand include meaningful identification with the corporate brand covenant/promise on the part of organizational members. A corporate brand orientation requires amenability to corporate marketing precepts that focuses on customers and other stakeholders taking an Omni-temporal perspective and is mindful that corporate marketing is underpinned by societal and corporate social responsibility tenets. It is argued that a corporate brand orientation represents a logical development, if not a logical denouement, of the brand orientation notion." (B. John, Journal

Facing severe competition environment so, to attract customers, they must be strategic positioning to create more different as compared with competitors. At the same time, to monitor every move of competitors to react

The brand identity is not an element to be overlooked in a marketing strategy because the cultural and aspirational aspect it reveals is becoming increasingly important in the consumer's decision. Brands must know how to create interest and special recognition in his

Are you a fan of the iPhone or galaxy? For example, you are a fan of the iPhone. By selecting iPhone, you took a position. Now as an iPhone fan would you buy a Samsung galaxy phone? Most likely not, even though both phones have almost the same features. When it comes to marketing, it is almost the same. Marketers position their products to appeal to its certain demographic consumers. They try to create an image of their brand that they want their consumer 's to accept. If marketers successfully done that then they will be able to create a place for their product 's in the mind of a consumer. When consumers will think of this product, they will think of having a certain style, characteristic, feature and position. Therefore, product positioning is very essential for a marketer because his/her products success largely depends on this.

Positioning is all about “perception”. It refers the customer’s perception of a product or service in relation to its competitors. SUBWAY positioning their products by continuing to build the brand on the “freshness” platform. The SUBWAY chain is expanding its universe of potential customers as a place for “TASTY” and “HEALTHY” food. The positioning, communicated via an effective advertising campaign, will serve to make SUBWAY chain part of customers’ everyday consideration set. For example,

Nike has managed to build a brand that appeals to almost every demographic around the world. They have positioned themselves as a higher end athletic company which has appealed to the youth around the world but also to older people. They positioned themselves to consumers by offering well designed, expensive and comfortable products. So what exactly is positioning in marketing? Positioning refers to the consumer’s perception of a brand to competing brands. Their marketing strategy is centered

Choose one of the category or the product group in the marketing industry. Choose some brands in that category and describe how each of them is positioned?

Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.