A Brand For Each Brand Position Strategy Marketing Essay

A Brand For Each Brand Position St roamgy Marketing assayThebrand positionorbrand localisationis how the brand is perceived in the context of competitive alternatives. As brand consultants, when we develop brand lay statement for clients, we include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving theintendedbrand position/positioning (as opposed to the actual brand position in the mind of the customer) greater depth.Brand Positioning BasicsPositioning is something (percept) that happens in the minds of the target merchandise.It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category.It will happen whether or not a companys management is proactive, reactive or passive about the on-going process of evolving a position.But a company can positively influence the perceptions through teach strategic actions.In marketing, posi tioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the relative competitive comparison their product occupies in a given market as perceived by the target market.Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.The act of Brand PositioningGenerally, the product positioning process involvesDefining the market in which the product or brand will compete (who the relevant buyers atomic number 18)Identifying the attributes (also called dimensions) that delineate the product spaceCollecting information from a sample of customers about their perceptions of each product on the relevant attribute sPosition.The process is similar for positioning your companys services.Services, however, dont capture the physical attributes of products that is, we cant feel them or touch them or show nice product pictures.So you need to ask first your customers and then yourself, what protect do clients get from my services? How are they give out off from doing business with me? Also ask is there a characteristic that makes my services different? spell out out the value customers derive and the attributes your services offer to create the first draft of your positioning.Test it on people who dont really know what you do or what you sell, watch their facial expressions and listen for their response.When they want to know more because youve piqued their interest and started a conversation, youll know youre on the right track.1) LifestyleLouis VuittonBrand Value up 2% to $19.78 billionThe most valuable luxury brand for the past five years, Louis Vuittoncontinued to position itself as timeless and authentic. Its focus on its inheritance as a travel brand helped it to retain its core customer-the jet setter. The brand increased prices, invested in creativity and heightened the focus on look alternatively than compromising its brand value it is a high class brand for the super rich lifestyle.2) Price LeadershipLOreals Noisome brand face slam dance is sold in upscale beauty shops, whereas its Plenitude brand is available for unmatchable-sixth the price in discount chisel ins-even though both are base on the same chemical formula this show the price leadership of LOreal as it is selling products of same formula at higher price at one place and lower at other place.3) AttributesIphoneIphone attributes are to provide the best user experience to its users.This smartphone has a faster processor because it has the custom A5 chip, which is the one that users will find on the iPad 2. Consequently the iPhone 4S is faster in processing fastnesss, downloads, and games.Another b enefit it that the iPhone 4S is compatible with CDMA and GSM cellular bands therefore it can be utilise in more places around the world.Apple features the impudently Assistant, which has turned the iPhone 4S into a voice recognizing personal assistant. It is very useful to the blind and for hands-free texting, among other tasks.The iPhone 4S comes with a new camera with 8MP with easy editing features such as crop, rotate, enhance, and red-eye reduction. It also features a backside illumination sensor and a bigger aperture, which provides better low-light and The iPhone 4S comes with a new camera with 8MP with easy editing features such as crop, rotate, enhance, and red-eye reduction. It also features a backside illumination sensor and a bigger aperture, which provides better low-light and white balance correction. It also features face detection and image stabilization besides the capability to capture hd.4) Product classBMW Z4It is sports convertible car for speed lovers who want something different fromTheir car. While the brand says its buying audience is very different to its communications audience, it aims to target the 25-44 year old age bracket as part of its system to target a younger and broader market.The premium car brand is hosting a virtual vs. reality racing initiative at BMW piece today (5 September) offering fans the chance to race F1 driver David Coulthard.5) COMPETITIONPEPSIPepsi positions itself on points of difference as well as points of parity bit. Pepsis POD is their forward thinking attitude. I dont believe any of the other cola brands (including Coke) are very strong in that area. This falls into image differentiation. Pepsi has the image of being action oriented and I think that a large part of their target audience associate themselves with the brand because of that image. Pepsi also considers themselves the bold, refreshing, robust cola which Coke and other colas could also claim. These points of parity are product differentia tions.6) OccasionWrigleys gumWrigleys gum is an alternative at times when smoking is not permitted. Wrigleys Nicogum would be positioned as Herbal cure and not a drug-based one. To create a distinct image in the mind of the target market Wrigleys will have to educate consumers about the advantages of herbal interference over a drug-based one. The benefits are, Herbs are provided in natural forms and are not addictive but actsasa powerful nutritional supplement. Herbs provide physical andmental social welfare andare known to possess tremendous healing properties. Herbs are preferred source ofhealth care for 80% of the world. It reduces the need of smoking for avid smokers.7) UserLevis DockersLevis Dockers are targeted primarily to men in there 20s to 40s as people need variety of cloths to wear in the office and college at a reasonable rate which can be purchased frequently and new things add up in the wardrobes.Dockers focused a lot on placing their product creating an authentic i n store concept shop for the mens department to create a friendly and accessible environment and make the trial as easy as possible.The communication strategy at the beginning of Dockers was based on their timelessness, sociability, high quality (wit the references to the Levis) and a classic, not high-fashioned way to wear.8) QualityToyotaThe Toyota name has earned a reputation for quality and integrity, as well as a commitment to responsible management and environmental practices.Ethical behavior extends beyond legal requirements. It means honesty, equity, social office and integrity in everything we say or do.