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BRAND POSITIONING PROCESS, Study Guides, Projects, Research of Sales Management

PCI CollegeSales Management

ABOUT THE TYPES, EXAMPLEAS AND DEFINITION OF BRAND POSITIONING IN THE MARKET

Typology: Study Guides, Projects, Research

2020/2021

Uploaded on 10/04/2021

NECL20
NECL20 🇵🇭

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Brand Positioning Process
1. Understanding all Stakeholders needs & desires.
-A stakeholder is any individual, group or organization/institute that can be affected by the project’s
success or failure.
•Consumer’s needs
•Corporate needs
•Shareholders/Investors needs
•Channel Partners needs
2.Opportunity Modeling
-It is an opportunity model that identifies trends, forces, and conditions. This model is helpful for
management in meeting company goals by deciding appropriate strategies.
•Relevance
•Differentiation
•Credibility
•Stretch
3. Brand Platform
-It is a model that defines brand identity. This model or platform involves seven elements.
•Vision or Mission statement
•Core Identity Concepts
•Brand Promise
•Value Proposition
•Byline
•Tagline
4. Brand Identity
-Brand identity & design consists of every component that is related to a product, service, company or
person. Brand identity brings new clientele and makes existing customers more special. It brings both
internal and external benefits.
•Logos
•Typography
•Colors
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Brand Positioning Process

  1. Understanding all Stakeholders needs & desires. -A stakeholder is any individual, group or organization/institute that can be affected by the project’s success or failure. •Consumer’s needs •Corporate needs •Shareholders/Investors needs •Channel Partners needs 2.Opportunity Modeling -It is an opportunity model that identifies trends, forces, and conditions. This model is helpful for management in meeting company goals by deciding appropriate strategies. •Relevance •Differentiation •Credibility •Stretch
  2. Brand Platform -It is a model that defines brand identity. This model or platform involves seven elements. •Vision or Mission statement •Core Identity Concepts •Brand Promise •Value Proposition •Byline •Tagline
  3. Brand Identity -Brand identity & design consists of every component that is related to a product, service, company or person. Brand identity brings new clientele and makes existing customers more special. It brings both internal and external benefits. •Logos •Typography •Colors

•Packaging

  1. Brand Architecture -An important idea behind the strategy of brand architecture is the different levels at which customers relate the brands. •Freestanding Brand •Endorsed Brand •Overbrand •Masterbrand
  2. Continuous Evolution and Development -In order to effectively market itself, a brand must create a distinctive offering for a brand, which distinguishes the brand in the hearts and minds of the consumer, boosts its appeal and positively influences current and future purchase potential of the customer. Developing a Positioning Statement -A Brand Positioning Statement is a brief description of a product or service and how the product or service fills a particular need for the target market. -A brand positioning statement explains what your brand does, who you target, and the benefits of your brand, in a short, concise statement. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. brand positioning statement element: •The Audience •The Challenge / Pain Point •The Key Benefit •The Competitive Alternative •The Unique Point Of Difference A real-life example of an excellent brand positioning statement is the one from Apple: “For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.”

4.Underestimating the power of employees If we’ve said it once, we’ve said it 1,000 times: B2B brands are built from the inside out. Given the emphasis on personal relationships and intellectual capital in the B2B world, employee engagement is fundamental to any effective B2B brand positioning strategy. For brand to be successful, employees must grasp and understand the strategy and also have the drive to “live the brand” and spread the word to clients, prospects, and beyond.

  1. Setting it and forgetting it Another common branding mistake we see is organizations making a significant initial investment in brand positioning only to let it go stale. Oftentimes this takes place over the course of years, but sometimes we see it happen much sooner. A brand positioning strategy may no longer resonate as strongly as it should not because it needs be overhauled. Rather, it’s often simply that it has been neglected and needs to be injected with new life or slightly adjusted given changes in the business or in the marketplace. Brand Repositioning -When a company sees a decrease in sales over time and/or major changes coming down the line, they know it is time to implement changes within the company. Brand repositioning is when a company changes a brand's status in the marketplace. This typically includes changes to the marketing mix, such as product, place, price and promotion. Repositioning is done to keep up with consumer wants and needs. Strategies To implement brand repositioning the company must choose a strategy. Each strategy determines where the main focus of the new campaign will be. The new campaign may focus on the consumer, other businesses or the general public. Let's review some available strategies. Consumer engagement - People want to be involved with the brand. They want to feel like they belong. To make this happen, businesses have to work to customize the products to fit consumer needs. Identity - The most important aspect of building a brand is to give the company an identity. Spirit of giving - The world is starting to expect businesses to be socially responsible and embrace the spirit of giving. Social responsibility is an organization's obligation to better the welfare of society.

What Makes Repositioning Successful? Once a strategy is chosen, it is time to implement it. The brand repositioning is successful when the business sees steady or increased customer flow. This means the customer base has accepted the changes. Below are some factors that could be included to make a strategy successful. Complete overhaul - To be successful a brand must confirm all the pieces work toget Manufacturer Brands: They are created by producers and bear their chosen brand name. The responsibility for marketing the brand lies with the producer. Most manufacturer brands are supported by massive advertising budgets. They also have to manage long distribution channels to reach the final customers. Manufacturer Brand also called producer brand or national brand is one of the two types of the brand. In simple terms, merchandises carrying manufacturer’s brand name rather than private label i.e. brand is owned by the producer.