This website uses cookies to ensure you have the best experience. Learn more

Brand Positioning Essay

1148 words - 5 pages

REVIEW OF LITTERATURE


CHAPTER-II

2.1 REVIEW OF LITTERATURE

Christoph Fuchs and Adamantios Diamantopoulos (1999)
Brand positioning, which refers to the act of designing the company’s offering and image to occupy a favorable and distinctive place in the mind of the target market, is a central success factor for the overall performance of a brand in the marketplace. Despite the importance of the positioning construct, existing methods aimed at measuring the soundness of brand positioning strategies are associated with several limitations. In an attempt to ...view middle of the document...

Overall, the proposed measure is easy to administer, enables the comparison of all types of positioning strategies and allows marketers to detect weaknesses and strengths with their current strategies. Areas for future research involving the measure’s application are also identified and discussed as are limitations of the measure.

Sally dibb,Lyndon Simian (1991)
Customers have unique requirements, aspiration and satisfaction level. Some customers, though, are similar they have common requirements for goods, services and ideas. If these customers needs can be clearly identified and those with similar needs grouped in quantities of sufficient sizes, market segment have been determined. Each customer group-or market segment-has specific expectations and retail marketers must develop retail brands and concepts which cater for needs of the segment target. Having decided on which segment (or segments) to target, retailers position their brands with an image with which the targeted customers identify. Market segmentation, targeting and positioning is a fundamental process in modern retail marketing strategy. The key decisions and the steps necessary for successful implementation are examined.

Authors:Dan horsky and paul nelsin (1992)

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 brand positioning strategies.
This article analyzes the market position held by a competitive set of brands in the hair oil market through a comparison of cognitive and conative perceptions. Cognition will be identified by trailing a factor analytic adaptation of importance performance analysis. In turn, conation will be gauged by stated intent of the consumers to purchase the hair oil brands under study. The alignment of the results from these techniques will help in identifying the position of leadership held by a brand in the hair oil market. The marketers, in order to strategically place their brands in today’s competitive market, need to identify the attributes on which they need to focus and those of paramount importance for the consumers. This method of positioning analysis offers a practical means for...

Other Papers Like Brand Positioning

Blah Blah Essay

565 words - 3 pages flavoured health drink. When the brand was introduced in the market, it tried to solve a perpetual problem that mother's face: a need for a healthy food which is tasty. Bournvita offered that unique combination of health and taste. It is also interesting to see how this brand has evolved over these years. Positioning and repositioning through taglines: In 1970s the brand was positioned as a product that helps in good upbringing. The brand used the

Advertising Review

1728 words - 7 pages ). 2. Durability – it is extremely complicated to change customer’s perception or given product or brand. Positioning Process: Identification (competition) – Differentiation (stand out) Positioning Variables: * Brand * Product Performance * Target Market * Use “Products are more than products. What people buy is not very important. What is essential is what they believe they buy.” Functional Value -> Image Value

Customer Based Brand Equity Model (Cbbe)

1298 words - 6 pages or service meets customers' more functional needs. Brand performance directly related with the features of the product that differentiate it from others. Often, the strongest brand positioning relies on performance advantages of the brand. Five important types of attributes and benefits often underlie brand performance, as follows. 1. Primary ingredients and supplementary features 2. Product reliability, durability, and serviceability

Brand Audit Mortein

1730 words - 7 pages study is ‘How can Mortein improve upon their current brand image and subsequent brand positioning. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the Mortein brand. A brand audit was therefore performed on the corporate Mortein brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target

Brand Management Outline

650 words - 3 pages * Trends, motivation, perceptions, needs, segments, behaviors * Brand Inventory * Brand Exploratory * Summary of what you found (good/bad) * Recommendations (including new product) Brand Inventory – * A current profile of the brand * Positioning (company perspective) * Brand elements * Profile of competitive brands * POP’s and POD’s * How supported… (by marketing programs

Saxonville Sausage Company Case

622 words - 3 pages MBA 660 Marketing Saxonville Sausage Company Case Write Up Saxonville was a 70-year-old family business, which produced a variety of pork sausage products. In order to achieve its profit objectives for next fiscal year, the company prepared to launch a national Italian sausage brand, which tended to be a re-brand to its Vivio sausage actually. Key issue: After several months of researches, two final positioning were

Bournvita

911 words - 4 pages proteins, minerals and carbohydrates" . Along came the famous tagline : Tan Ki Shakthi , Man Ki Shakthi. During 1998, the brand faced intense competition from Milo from Nestle. At this time, the brown health food drink segment was facing issues of stagnation because of lack of value addition. Bournvita then changed its positioning on the health platform. The brand used a marconym RDA ( Recommended Dietary Allowance) to reinforce the health

Lux- Brand Phenomenon

1486 words - 6 pages celebrated beauty across the world since 1925. The soap which was endorsed by the beautiful film stars came to India in 1929. Lux has been the largest selling personal wash brand in the country. Lux has effectively managed its PLC through careful brand building and changing the product in line with the changing consumer. The brand is being positioned as the favorite soap of Film stars has been consistent interms of communication and positioning

Brand Report: Manly Council

3663 words - 15 pages MKTG311 Brand Report 30% Manly Council credit: 70/100 Word Count: 2998 Executive Summary This report was commissioned to examine brand management theories and analyse them in regards to a particular case study: Manly Council. Specifically, the research draws attention to Keller’s Brand equity model and the brand-positioning concept that identifies the points of parity and points of difference of a brand in relation to its

Absolut Chosen Differentiation and Positioning Strategy and Tactics

609 words - 3 pages (uniqueness of bottle), by the unique advertising company, conveying both broadcast and narrowcast messages (Aaker, 2003), by the production method, and, most important, the quality of chic and magnificence attached to the product. Competitive differentiation, thus, is the dimension of such positioning strategy undertaken by Absolut, which provides a strong foundation of building competitive advantage of the brand and drive all future marketing

Thesis of Product Red

630 words - 3 pages Self-Positioning Statement (15 points): Due September 29 This assignment is designed to help you understand positioning with the subject you know best you! Remember, you are a brand. It’s critical to know your strengths and how to leverage them. Just as important as your strengths, have a solid handle on your weaknesses so you can recognize opportunities for improvement. Instructions: Develop a positioning statement for yourself

Related Essays

Talking About The Correct Positioning Of Real Estate Project Development

2195 words - 9 pages Talking about the correct positioning of real estate project development Abstract: China's real estate industry after nearly 20 years of development as a pillar industry, the status of the national economy has been established, market and industry standards have been gradually moving towards maturity and began moving to the era of brand competition. As competition intensifies and the market's immaturity, the positioning of real estate projects

Gfdsafasdf Essay

564 words - 3 pages • Positioning is vital to brand management because it takes the basic tangible aspects of the product and actually builds the intangibles in the form of an image in people’s minds. If personality is the main part of brand identity, positioning is the other pillar of a brand’s strategic platform. Pg 33 • Most positioning is repositioning. You will need to reposition if you want to change it. Eight reasons for repositioning: 1. Poor

Segmentation Essay

630 words - 3 pages Positioning Product position is the way the product is defined by consumers on important attributes. The place a product, brand or group of products occupies in consumers’ minds relative to competing offerings. Positioning Map ▪A means of displaying or graphing, in two or more dimensions, the location of products, brands or groups of products in customers’ minds. Positioning maps show consumer perceptions of marketer’s

Book Review : Brand Asset Management Driving Profitable Growth Through Your Brands By Scott M. Davis

2288 words - 10 pages you can learn it. Phase Three: Developing a Brand Asset Management Strategy This is the phase where you positioning of your brand for success and extending it are crucial to the growth of your brand. Here is where you will learn how to create your brand asset management strategy. Understanding who the competitors are, studying the benefits, strengths and weaknesses. Positioning Your Brand For Success First of all, answer these questions in