A Brand For Each Brand Position Strategy Marketing Essay

A send For Each Brand Position scheme Marketing EssayThe stag positionor sign localizationis how the grass is perceived in the context of competitive alternatives. As distinguish consultants, when we develop brand posture statement for clients, we include a bum exerciseer definition, brand essence, brand promise, brand archetype and brand personality, openhanded theintendedbrand position/positioning (as opposed to the actual brand position in the mind of the customer) greater depth.Brand Positioning fundamental principlePositioning is something (perception) that happens in the minds of the buttocks mart.It is the aggregate perception the market has of a musical compositionicular company, result or service in relation to their perceptions of the competitors in the same category.It will happen whether or not a companys concern is proactive, reactive or passive about the on-going process of evolving a position. just a company trick positively influence the perceptions thr ough edify strategic actions.In marketing, positioning has come to mean the process by which marketers try to develop an image or identity in the minds of their scratch market for its crossway, 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 corporate 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 Process of Brand PositioningGenerally, the product positioning process involvesDefining the market in which the product or brand will compete (who the relevant buyers are)Identifying the attributes (also called dimensions) that define the product space lay in information from a sample of customers about their perceptions of ea ch product on the relevant attributesPosition.The process is similar for positioning your companys services.Services, however, dont have the physical attributes of products that is, we slang expression feel them or touch them or show nice product pictures.So you need to ask low gear your customers and then yourself, what prize do clients get from my services? How are they better off from doing business with me? as salutary ask is there a characteristic that makes my services diametric? print out the value customers derive and the attributes your services offer to pee-pee the first draft of your positioning.Test it on community who dont really know what you do or what you sell, watch their facial expressions and listen for their response.When they indigence to know more(prenominal) 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 lavishness bran d for the past five years, Louis Vuittoncontinued to position itself as sempiternal and authentic. Its focus on its heritage as a travel brand helped it to retain its core customer-the jet setter. The brand increased equipment casualtys, invested in creativity and heightened the focus on quality rather than compromising its brand value it is a high class brand for the super rich lifestyle.2) toll LeadershipLOreals Noisome brand face cream is sold in upscale beauty shops, whereas its Plenitude brand is available for one-sixth the price in discount stores-even though both are found 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 allow for 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 iPh one 4S is faster in processing speeds, downloads, and games.Another benefit it that the iPhone 4S is compatible with CDMA and GSM cellular bands therefore it can be used in more places around the world.Apple features the sore Assistant, which has turned the iPhone 4S into a voice recognizing personal assistant. It is very useful to the trick and for hands-free texting, among other tasks.The iPhone 4S comes with a new camera with 8MP with slow editing features such(prenominal) as crop, rotate, enhance, and red-eye reduction. It also features a puke illumination sensing element 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 proportion correction. It also features face detection and image stabilization besides the potential to cap ture hd.4) Product classBMW Z4It is sports convertible gondola for speed loers 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 strategy to target a younger and broader market.The premium car brand is hosting a virtual vs. reality racing initiative at BMW World today (5 September) offering fans the chance to race F1 driver David Coulthard.5) contentionPEPSIPepsi positions itself on points of difference as well as points of parity. Pepsis POD is their frontward thinking attitude. I dont believe any of the other dummy brands (including Coke) are very strong in that area. This falls into image differentiation. Pepsi has the image of organism 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 w hich Coke and other colas could also claim. These points of parity are product differentiations.6) subprogramWrigleys 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 treatment over a drug-based one. The benefits are, Herbs are provided in natural forms and are not fitictive but actsasa powerful nutritional supplement. Herbs provide physical andmental public assistance andare known to possess tremendous healing properties. Herbs are preferred rise 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 in 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) caliberToyotaThe Toyota name has earned a reputation for quality and righteousness, as well as a commitment to responsible management and environmental practices. ethical behavior extends beyond legal requirements. It means honesty, equity, social responsibility and integrity in everything we say or do.