Contemporary Brand Management

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

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

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

The article is explained according to three important perspectives that is from the view point of the practitioner, the consumer and the scholar. A major point in branding is the brand image. In conclusion it explain how the brand is considered as the core of marketing and how everything evolves around the brand within the company.

According to Kapferer (2004), brands penetrate almost every aspect of life: social, economic, sporting, cultural and even religion. Brands are direct strategy of market segmentation and product differentiation and it means more than just giving names and signalling to the world. Branding consist of transforming the product category and requires a corporate long-term involvement and a high level of resource and

I believe Starbucks is dealing with problems such as raising competition from fast food chains. Also, Starbucks is falling behind in terms of breakfast menu to their competitors such as McDonalds and Dunkin’ Donuts. Many of these fast food chains do product bundling, meaning they create set menus that allow consumers to purchase a meal with drink. Not only this method is cheaper for producers, but also as fast food chains are known as low-priced competitors, Starbucks seem to have hard time in competing price wise.

It is the first one that we give a consideration for the traditional marketing mix. According to Kotler and Armstrong (2009), a product is “anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need”.

Birlasoft collaborates with a prestigious group of partners that includes Microsoft, IBM, Oracle, HP and SAP offering the best technologies in various industries to develop market leading solutions to deliver the core value of our prospects. Birlasoft develops, sell and deliver business solutions that leverage Birlasoft’s industrial, functional and technical expertise, Birlasoft’s global delivery model, and the alliance partner’s technology. This is executed through training, engagement with the partner’s technical support and development teams and by creating focussed tools and methodologies at Birlasoft’s Centers of Excellence.

Nowadays, there are a lot more services available, such as those available online. Also, the characteristic between product and service has become more complicated (e.g., Web-based software application is a product or a service?). However, product here refers to products or services. The product or service features which should able to meet a specific, existing market demand. Or, it should be able to create a market position through building a strong brand.

Simple was created in the UK during the 1960s and is now one of the leading brands for sensitive skin. First developed by the Albion Group, it later was acquired by Smith and Nephew in the 1980s. Over the years, Simple has been owned by many UK companies. In September 2010 the Anglo-Dutch multinational consumer good company, Unilever bought Alberto-Culver, a US company and the owner of Simple. Unilever formally took over the company six months later and are now the current owners of the Simple brand. Branding identification seems to be less important for Simple, as they believe that great skincare is about more than just products (Simple, 2014). The current Simple logo has been used long term for the company and is now in my opinion

Branding is a powerful tool in positioning your product. Branding is valuable when customers are determining a product to buy. Customers select products from the package design and the style of the writing presented on the product. The brand positioning that Target will be focusing on is Quality Positioning. Quality positioning can be used with any other brand marketing strategy. Consumers would want to know that our products and services are durable, reliable, and if they are worth the cost. We want to provide our consumers with the best quality products so they will keep coming back to buy from Target.

After the organization has selected its target market, the next stage is to decide how it wants to position itself within that chosen segment. Positioning refers to ‘how organizations want their consumers to see their product’. What message about the product or service is the company trying to put across. The UK car Skoda brand which has been taken over by Volkswagen has been re-positioned as a vehicle which had negative brand associations, to one which regularly wins car of the year awards. The positive comments from the industry and attributes of this vehicle is has changed the perception of consumers about the Skoda brand.

Product- A product is seen as an item which satisfies the consumer demands. It is a tangible good or an intangible service. Tangible products are those that have an independent physical existence.

Because of the revolution of lifestyle, people are starting to look for new eating option. In order to change customer’s impression, McDonald’s is trying to reposition their brand image by achieving following new objectives.

Brands as Symbolic Images: Goods were seen as increasingly similar in terms of their utilitarian attributes. Consequently, brands were selected to solve internally generated consumption needs. Brands were independent of the actual market offering and had become viewed as operant resources. Brand value was created when the goods were sold (output orientation). Thus, brands had value-in-exchange. The customers remained passive in the brand value creation process (operand resources).