Case Study On Brand Positioning

Haier (“the Company”) was China’s biggest white-goods producer and supplier in 1990s. In 1984, there was nearly 300 local producers in China market, most of which were producing poor quality goods. However, customers were willing to pay more for higher-quality products and reliable service. This need created an advantage for differentiation.

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

A brand strategy is a formal plan used by a business to create a particular image of itself in the minds of current and potential customers. When a company has created and executed a successful brand strategy, people know without being told who the company is and what they do.

Positioning, to marketers, means they drive their “better” product to a particular audience. This strategy is important to marketers because, they use this technique to increase their sales by convincing their audience that their product is better than the competing brand. A product I buy that is “positioned” to me is The North Face backpack. As a student, North Face are popular around campus. When someone sees a North Face backpack, they assume you might have a little money. The backpack has many compartments and zippers. Inside the larger pocket, there is two padded slots, one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded as well for comfortability. Depending on the style, there are two bottle

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).

Positioning of Product/ Brand Positioning strategies of the brand help the consumers to shape their preferences towards the brand. It is necessary to understand the target customers and their psychology to developing right type of positioning strategies for the brand. Right type of positioning strategies at right time help the companies to build right image in the mind of customers. The right type of positioning strategies help the companies to build a distinct and competitive image in the minds of the customers (Sair, 2014).

In conclusion, positioning is a strategic way of selling products geared towards the desires of wanting, needing, owning and obtaining something great. Positioning is how a company presents and differentiates itself, and its product, from competition in order to gain and keep prospective buyers. So it is safe to say that positioning is a strategic way in winning the hearts and minds of consumers for their confidence, and their

An important tool in marketing, to a successful product, is its company brand name. Today the impact on branding a product has greatly increased the interest of the researchers and the academics. A brand name of a product arouses emotion, memories and a close relationship with the customer. On the other hand, global branding has a greater impact on the customers throughout the world. When it comes to globalization, the growing and expanding of a business solely depends on the brand of the product.

For perfect product positioning it is first required to identify the primary values of the brand and match it with the localised area. The brand's vision and mission is specified and accordingly positioning is to be done. Next step for correct positioning is to determine the competitors. Since Indian markets carries large potential the brand have to face many competitors like Zara, Levis, etc. Complete analysis of all the competitors including their values, vision, mission, offerings, market growth and reputation etc. is to be done. After evaluation the brand needs to plan strategies that would make it different from the other competitors while maintaining the culture and values (Boone and Kurtz, 2013). This may include providing different quality and styled products. The last step is to convey the brand's message and values to the customers so that the brand is able to gain public

What position does branding hold in the minds of the customers compared with competition? Branding is a strategy used by marketers to differentiate products and companies in order to build economic value particularly for the consumer and the brand owner. A strong brand in most cases inspires customer loyalty that leads to high sales of products. Given that, Microsoft that represents a series of owns Xbox One video games has introduced the strategy of branding in order to remain viable in the market.

Positioning is a process that influences potential customers’ overall perception of a brand, product line or organization in general; the place in the mind relative to the competition. [3]

China: A market considered to be a giant in fashion and luxury. As lucrative and attractive for many brands as it may seem, it is equally delicate and peculiar to operate in and grasp its opportunities and benefits. Therefore, as high of a return that this market can bring to a brand venturing into it, as high of a risk and challenge it is to successfully operate in it.

Positioning is the process of designing the company’s offering and image to occupy a distinctive place in the minds of the target market (Kotler and Keller, 2006). Scientists Etzel, Walker and Stanton (1997) refer positioning as the management’s ability to bring attention to a brand and to differentiate in its favorable way from similar products in different brands. However, Ries and Trout (1986) emphasizes that positioning is not what is done to product/brand, positioning is what you do to the mind of the prospect. According to Vukasovic (2009), the positioning of a brand is ultimately depends on the consumer, and how they perceive the overall quality, attributes, value, price, and image of the brand. In short,

A large number of international companies started establishing their business in China due to its attraction as a low-cost production base and the growing importance of the Chinese domestic market to the world economy, and its attraction as a low-cost production base. China gradually opened its consumer market of over 1.3 billion people to the rest of the world since 1990s. It is true that China represents a huge market for international that where these opportunities lie and how to access them, as it can be extremely challenging (Hexter and Woetzel, 2007). There are many retail firms such as Procter & Gamble, Unilever, Metro, Tesco, Walmart, and Carrefour which are trying to grasp those opportunities. According to a China annual business climate survey, 2016 (American Chamber of Commerce in People’s Republic of China), 71% of the member firms stated that their businesses was running profitable. Report by Kearney (2013), lists China as the topmost desirable developing retail market in the world and predicted that in coming years it will also be the largest world market for luxury goods. Despite the the rapidly growing economy of China many international companies are struggling for success such as Tesco, Walmart, best Buy, Groupon, google and many more (Hingley et.al, 2008).

On the other hand, the large market potential has drawn a host of luxury-goods companies to enter the China market, which makes the competition fiercer and fiercer. And it is troublesome for LV that there are plenty of fake goods imitating LV’s style prevailing in China, which are actually not likely to reduce LV’s high-end consumers, but would exert negative influences on consumers’ impression and awareness of LV.