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    Identifying and Establishing Brand Positioning

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    jay
    Brand positioning involves differentiating a brand in customers' minds in a way that creates perceived value. It means placing a product or service in customers' minds as the company wants them to see it. For example, Bareeze is positioned as a high-end, high-quality women's clothing brand. Effective positioning requires understanding the target market, competitors, similarities and differences. Market segmentation divides potential customers into groups based on interests to meet their needs, like tuning an ad for Surf Excel down to women ages 20+ who are housewives. Behavioral segmentation examines what attributes a segment looks for in brands, like whitening with Colgate. Marketers want to understand the size of target segments and how to gradually convince customers

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    Identifying and Establishing Brand Positioning

    Uploaded by

    jay
    667 views1 page
    Brand positioning involves differentiating a brand in customers' minds in a way that creates perceived value. It means placing a product or service in customers' minds as the company wants them to see it. For example, Bareeze is positioned as a high-end, high-quality women's clothing brand. Effective positioning requires understanding the target market, competitors, similarities and differences. Market segmentation divides potential customers into groups based on interests to meet their needs, like tuning an ad for Surf Excel down to women ages 20+ who are housewives. Behavioral segmentation examines what attributes a segment looks for in brands, like whitening with Colgate. Marketers want to understand the size of target segments and how to gradually convince customers

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    Brand positioning involves differentiating a brand in customers' minds in a way that creates perceived value. It means placing a product or service in customers' minds as the company wants them to see it. For example, Bareeze is positioned as a high-end, high-quality women's clothing brand. Effective positioning requires understanding the target market, competitors, similarities and differences. Market segmentation divides potential customers into groups based on interests to meet their needs, like tuning an ad for Surf Excel down to women ages 20+ who are housewives. Behavioral segmentation examines what attributes a segment looks for in brands, like whitening with Colgate. Marketers want to understand the size of target segments and how to gradually convince customers

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    667 views1 page

    Identifying and Establishing Brand Positioning

    Uploaded by

    jay
    Brand positioning involves differentiating a brand in customers' minds in a way that creates perceived value. It means placing a product or service in customers' minds as the company wants them to see it. For example, Bareeze is positioned as a high-end, high-quality women's clothing brand. Effective positioning requires understanding the target market, competitors, similarities and differences. Market segmentation divides potential customers into groups based on interests to meet their needs, like tuning an ad for Surf Excel down to women ages 20+ who are housewives. Behavioral segmentation examines what attributes a segment looks for in brands, like whitening with Colgate. Marketers want to understand the size of target segments and how to gradually convince customers

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Identifying and establishing brand positioning

    Basic concepts
    Brand positioning is a procedure where the image of a brand is put into customers’
    minds in such a way that it differentiates and value is perceived. Positioning refers to
    putting a product or service in a place in customer’s mind so that they perceive it the
    way the firm wants them to. This could be elaborated with the help of an example:
    Bareeze is positioned in a way that customers perceive it to be a high end and high
    quality brand for women clothing.
    In order to position we need to consider our target market, competitors, points that are
    similar to and different from our competitors. We have discussed the following
    below:
    Target market
    It is important to find our target market as different people have different needs. For
    example a person who likes to go to northern Pakistan for trip might be more
    interested in buying a land cruiser than a person who travels in plains. Market consists
    of all the potential buyers of a product whereas segmentation is a process of dividing
    this group on the basis of their interests. It requires a tradeoff between cost and
    benefits and this segmentation need to be done finely in order to meet the needs of its
    customers. Such as, in Pakistan, an ad related to surf excel would filter down the
    market to women, then further tune it down to the age bracket of 20 plus and the
    women with occupation of a housewife.
    Segmentation bases
    These can be classified as descriptive or customer oriented, for example, the pattern
    of tea consumption, or as behavioral or product oriented, for example, what the
    segment thinks of tapal as a brand.
    Behavioral segmentation is important for marketing, for example if we take colgate as
    an example, people seek the good flavor, cleanliness and whiteness of teeth and so on.
    We can use one or more segments while marketing a product as given in the example
    above, bareeze could either use high income group as a segment only, by choosing
    demographics, or it can use segmentation in terms of behavior too, like the users
    status.
    In order to build brand, marketers want to know about the percentage of target market
    present as well as factors facilitating the step-by-step transition. They might need to
    raise brand salience in order to convince the customers to try the brand again.
    Customers can be segmented on their behavior Mcdonalds introducing spicy burger
    with the tagline daring the customers to try it, the ones who can handle the spice level.
    Similarly, demographics can play an important role too for example maggi noodles
    might specifically be liked by kids aged between 8 - 16. The main advantage of
    demographics is that its easier to buy traditional media on that basis, however, this
    advantage now has lower impact. For example websites are created now to reach
    customers living in far-flung areas who can now order products through websites.

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