Branding Is A Powerful Tool For Positioning Your Product Essay

ABC retailers is a retail chain with presence in New York. It sells a variety of products ranging from groceries to health and beauty in consumer market segments. During the past year, the client faced shrinking sales because of which, they offered promotions to strengthen their market presence and boost product sales. The challenge was to measure the promotional

It is interesting to see how branding, advertising, and marketing, that are in place to achieve specific commercial goals, completely rely upon the complex elements of human psychology, as well as on how cultural norms and values influence the individual. This has in fact been an integral concern of marketing historically; the mere presenting of a product or service is ineffective unless some reflection of its deeper value or meaning to the potential consumer is reinforced. In the mid-20th century, for example, advertisers placed a large emphasize on the post-war norms within American society, and stressed how products provided ideal supports for the idealized suburban household. This in turn affirmed existing ideas of gender roles so then, as now, marketing simultaneously employs and shapes cultural norms. This being the case, the ways in which socio-psychological principles are employed in branding, advertising, and marketing are intrinsically multifaceted and evolving as the cultures evolve. In a very real sense, marketing is perpetually “keeping pace” with social changes, just as it impacts on those changes through creating ideas exposed so widely to the society. As the following review of literature supports that, social and psychological concepts and principles are essential to successful marketing and branding, just as commercial agendas seek to instill or reinforce traditional norms going to product appeal.

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends

Personal branding is a concept that is geared for all people.  It is not just for famous people. Suze Orman started off like a normal person, but now she carries a strong name brand.  A simple person who wants to be successful and start branding their name.  Years later, they  may become a normal brand name in someone household.   The high increase in online searches and social media platform, personal branding, is relevant. According to Cohen (2014), personal branding is a necessity and marketers need to learn to understand branding.   Cohen (2014) stated personal branding  is required to establishing a good reputation with the consumers, with a good reputation that will be credibility, and personal branding is about enhancing longevity.   This paper will discuss what is needed in personal branding to be successful and why personal branding is important.

Brand Strategy Target Corporation has a very strong brand, and their logo is recognized by more than 97% of the United States population. One of Target’s strength is that the corporation has more than 1,750 stores in the United States, and it has store in almost all the states of United States. Another of its strength is its ability to anticipate the demands of the customers and its ability to provide high-quality and innovative products which in return make their customers become loyal of availing

     Race and racism have been around since mankind made its first steps on the planet and it has brought upon violence, submissiveness, cruelty, and sexism into the world. A great representation of these themes and issues was brought by LeRoi Jones, who wrote “The Dutchman”. The play itself is a great representation of the relationships of races in America during the 60’s and can even been connected to today’s society. The Dutchman mainly focuses on the black-white relationship but can also be drawn to other cultures and races. I, myself, can also relate to what LeRoi Jones wrote in one way or another. Being a different culture and not being accepted was the first façade of America that I got

Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).

In the theory, it defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate the offering from those of other competitors. Simply put, branding is one of the most important aspects of any business, large or small, retail or B2B, which is the promise to customers and tells them what they can expect from the products and services. (Lake, 2015) (Williams, 2014) Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand.

Several threats exist. Company G is a well-established and respected company. Although this is a factor, rival companies eager to capitalize exist. Companies will make product closely resembling Company G’s and may offer at a lower price or with more incentives. Market growth will not be slow and low fixed cost to produce item will decrease rivalry. Since customers somewhat easily and freely switch from one product to another, this will increase rivalry. There are quite a few rivals in the same market.

Marketing Different Companies have different methods of selling their products, some companies decide to launch an item and wait for the results of the sales. Another method of selling a product is to research the market in which it is to be sold. There are various ways of conducting some market research, much depends on the item you wish to sell, the time you may have to research and the amount of money that is available. People who are expected to be consumers may be approached in order to recognise their needs, this may be done through questionnaires verbally by post or by phone once their needs are recognised it will be clearer what to provide for them.

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

In viewing the marketing strategic planning as a process of segmenting markets by targeting specific customers and working to assist with positioning. Target understands the current market position by researching the product identity in the customer’s mind. Positioning was based on more than just cost; it surrounded characteristic, fashion, and the direction the fashion is in favor of style. This was the differentiation strategy that was consistently applied since the launch of the chain. To achieve this upscale image, it offered trendy and stylish goods in an environment that was bright and attractive, unlike other discount stores of the time.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

Kamath’s Sugarcane Juice Center has been started by Mohandas Kamath in the year 2001, in Manipal. Initially, he had been using had made rolling machine for extracting the juices from the raw sugarcane. Later, as the technology improved, he started using fully automatic machines for extracting the juices. At present, the sugarcane juice is available on flavors like salt & pepper, Chaat masala, plain juice, mint, lemon and ginger. Even, Kamath has started various outlets in and around Manipal, i.e. near bus stands, college canteen etc. Real fruit juice is always 100% pure. Due to known benefits of the sugarcane juice, it is consumed all over the India. It is treated as a traditional drink along with the tender coconut drink. The local people used to a pinch of salt & pepper to the sugarcane juice in the olden days to get the energy that boosts the nerve system of the body and to get the sweet taste in it. The main benefits of drinking the sugarcane juice is to fight against the viral and bacterial infections, to boost the immune system of the body and to protect the liver from various diseases. Even the doctors prefer everyone to drink a glass of sugarcane juice daily, to keep their health good and it could also improve the urinary flow. Nowadays, this juice acts as a protective effect against the