What Is Your Brand Positioning Strategy

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.

To get back to the point, it’s important to think of branding as the DNA of your organization, and consider what people will say about you when you aren’t in the room. This is why branding also trickles its way down to the small things like how you present yourself at events, how you talk to people, and how you conduct business away from the

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

A good example is a children?s clothing store. They must be able to understand what has made their competitors like Carter?s and

It is critical for an organization to identify both current and potential competitors within the industry. A full competitive analysis will allow the companies understand its competitors internally and externally. Our company TCI did a thorough competitive analysis in order to exploit our competitors and understand their strategy to gain a competitive advantage. This allowed our company to strategically maneuver throughout each quarter by predicting our competitor’s next move allowing us to establish a dominant position within the market. The concept of learning and understanding my competitors in the work place that I may pursue will be essential. I have to understand my competitors and potential competitors to strategically create a competitive

There are many theories to successful branding for products or companies. I remember that a professor in my undergrad mentioned that audience, being unique, being passionate, being consistent, being competitive and leadership (UNC, 1995). These factors are not a secret formula, you want your audience to have knowledge of your product, you want it to stand out, and your product should be passionate aligned with your audience, have consistent branding, be competitive in the segment group and most of all have people who can lead the product/brand thru the life cycle. Brand management and positioning for

A well-positioned company will give themselves a competitive edge over other companies in the market they are in and ultimately raise the company’s overall profit. If a company does not execute this strategy correctly then the company may lose their economical edge on their competitors. This is a very important concept when entering a new market and could determine if your company will succeed in said market. When a company is brainstorming ways on how they want to be seen in the public’s eyes there are many determinates to be considered. When they are deciding on how they have to think about the company as a whole and what values the company stands for. The characteristics the company should look for when determining the positioning strategy is that they have to decide on what type of product they are going to sell and establish a consistency within the products they sell. Secondly the company has to consider the pricing of their products, this is very important because it defines what type of consumers you want to buy your product. Finally you have to analyze you company as a whole. What do you want your company to be seen as in the public’s eye, you have to ask yourselves what our company is doing differently than other competing company. By examining Nordstrom, an upscale fashion retailer, we can conclude that Nordstrom has effectively positioned themselves in the market they are established in.

The brand strategy is long-term plans for the building of a successful brand to enable the organization to achieve long-term goals. Pot and Pan realize that a well-defined brand strategy has an effect on every aspect of the business and has a direct connection to consumers' needs, emotions, and the competition.

The company will conduct marketing strategies that aim at creating an image for the brand in the minds of the consumers and reminding them customers about their products consistently.

Although there are different definitions of brand positioning, probably the most common is: identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).

Having a good brand is not a guarantee that it will always survive for a lifetime. Brands die if they are not managed properly. For having a good brand management strategy requires a lot of planning. But to start with, the “Vision and Mission” of the brand makes all the difference. If the positioning strategy is not aligned with the vision and mission of the brand then successive strategies might have a negative effect on the brand.

If you want to thrive in your industry, the first thing you need to get a hold of is your brand identity. Branding is one of the basic aspects of online marketing, but it’s also one of the most important, if not the most. What do you want your customers to think of when they hear or read your brand online? Most companies and entrepreneurs tend to lose focus on this matter, especially if they are eager to “get by” and make a name for themselves straightaway.

Positioning is the aspect of the product or brand actively communicated to the target audience, specifically, its competitive advantage, values and imagery. It is strongly related to the perception and image of the product. When devising a positioning strategy for a product, marketers must establish a unique and distinctive image of that product in the mind

Knowing who your competitors are, and what they are offering, can help you to make your products, services and marketing stand out. It will enable you to set your prices competitively and help you to respond to rival marketing campaigns with your own initiatives. You can use this knowledge to create marketing strategies that take advantage of your competitors ' weaknesses, and improve your own business performance. You can also assess any threats posed by both new entrants to your market and current competitors. This knowledge will help you to be realistic about how successful you can be.

Keller, Sternthal & Tybout describe the brand positioning as a strategy that will determine the place that a certain brand will have in a market in order to obtain a different consumer perception, to develop competitive advantages and strengths over other similar brands and define the type of the targeted consumer segments; The positioning will set the base for the marketing strategy.