Brand Concept Definition Essay

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Brand Positioning - Definition and Concept

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.

Brand positioning must make sure that:

  • Is it unique/distinctive vs. competitors ?
  • Is it significant and encouraging to the niche market ?
  • Is it appropriate to all major geographic markets and businesses ?
  • Is the proposition validated with unique, appropriate and original products ?
  • Is it sustainable - can it be delivered constantly across all points of contact with the consumer ?
  • Is it helpful for organization to achieve its financial goals ?
  • Is it able to support and boost up the organization ?

In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray it’s customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer’s views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind. For instance-Kotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”- which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of “Think Investments, Think Kotak”. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt.

Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight.

There are various positioning errors, such as-

  1. Under positioning- This is a scenario in which the customer’s have a blurred and unclear idea of the brand.
  2. Over positioning- This is a scenario in which the customers have too limited a awareness of the brand.
  3. Confused positioning- This is a scenario in which the customers have a confused opinion of the brand.
  4. Double Positioning- This is a scenario in which customers do not accept the claims of a brand.



Authorship/Referencing - About the Author(s)

The article is Written By “Prachi Juneja” and Reviewed By Management Study Guide Content Team. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. To Know more, click on About Us. The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to ManagementStudyGuide.com and the content page url.

The Definition of Brand Reputation Essay

766 Words4 Pages

Brand reputation encompasses the values supported by national and external force towards a house. It is also significant to see that brand reputation is built up over a long period of time and if these values are consistently positive the reputation will also be positive (Herbig & Milewicz, 1993). Also prevalent in the above definitions is the fact that reputation is the values and beliefs entertained by an individual/consumer towards a particular firm. Furthermore, brand reputation is also made by the flow of data from one user to another, therefore the beliefs that are taken about an organization are imperative to the firm’s report. Therefore, the above definitions all contribute to and explain a facet of brand reputation.
The definition…show more content…

Brand reputation encompasses the values supported by national and external force towards a house. It is also significant to see that brand reputation is built up over a long period of time and if these values are consistently positive the reputation will also be positive (Herbig & Milewicz, 1993). Also prevalent in the above definitions is the fact that reputation is the values and beliefs entertained by an individual/consumer towards a particular firm. Furthermore, brand reputation is also made by the flow of data from one user to another, therefore the beliefs that are taken about an organization are imperative to the firm’s report. Therefore, the above definitions all contribute to and explain a facet of brand reputation.
The definition of brand reputation that will be utilized in this research is “reputation refers to the more universal emotional response that and person has towards an organization as a result of its actions over a longer period of time” (Amis 2003, p 191). This definition will be applied because it crosses the two most common trends in the above definitions, that reputation is acquired over time, and it is an individual’s response towards an establishment.
The importance of brand reputation as an intangible resource stems, in great part, from the immense amount of choice that is usable for most any product or service and the limited quantity of time or experience that consumers possess (Amis, 2003So being able to rely on a positive brand reputation to

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