Comparison Between Canon And Nikon

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

A brand is a name, term, design, symbol, or any other feature that identifies one seller 's good or service

Branding is about establishing an image of how you would like to be seen and thought of by others. In business, for instance, those people are usually consumers. In other words, companies want clients to think of them in a positive light so they purchase their products.

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

Positioning is another important factor to creating anything new. Making the decision of placing the RRoth in the dealer showroom floor or exclusively at one particular dealer are marketing decisions that will influence the success or failure of this new product. If the sales approach is to

Aaker (1996) states brand is a product, an organization, and a symbol. This is where individuals differentiate themselves and stand out by having a unique value. A personal brand is the actual perception of others. When a person creates a personal brand, then they will stand out easily.

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 positioning strategy should be driven by the market, rather than by the ambitions of the product champions. The source of the problem is failure to understand how consumers' value product attributes. In all, over-appreciating a breakthrough or new technology that

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

For any business to successfully add value they either do so through lower costs or superior benefits to the consumer by offering product differentiation (Singh 2012). Samsung was a late starter into the smart phone industry, while, this has not prevented them from successfully positioning their product at the forefront against those offered by their competition such as Apple. Gary Armstrong (2011) defines a product’s position as “the complex set of perceptions, impressions and feelings that consumers

According to the American Marketing Association (AMA), a brand is 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 them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

2. Product Line and Positioning Choice – The product line itself has to be determined. Is it

Today Nikon and Canon constantly battle for the top position in the digital SLR cameras market. These two companies were the first to make the leap from film to digital, and their initial impressions in the market make them the dominant players. Nowadays, a growing number of individuals want to have their own digital SLR cameras, and it is no longer a luxury to the public. People always wonder which camera is right for them, and it is a common question when consumers

McCarthy, Perreault and Quester define branding as "the use of a name, symbol, design or combination of the three to identify a product" and more particularly a brand name as "a word, letter, or group of words or letters used to identify a product" (Basic Marketing, a managerial approach; 1997).