How do Pension Plans Work?
The main objective of the financial system is to allow the participants to meet their financial goals. One common goal which almost every financial system participant has is the goal of a comfortable retirement. Most people want to set aside certain sums of money in their productive years and invest this money wisely so that […]
How China Destroyed its Electric Vehicle Market
The Chinese government has given a major shock to companies selling electric vehicles in the country. China has announced a sudden rollback of the billions of dollars which were being paid in subsidies to makers of electric companies. This sudden move has left many of these companies high and dry. Many of these companies had […]
Criticism of Scientific Management
Although it is accepted that the scientific management enables the management to put resources to its best possible use and manner, yet it has not been spared of severe criticism. Workers Viewpoint Unemployment – Workers feel that management reduces employment opportunities from them through replacement of men by machines and by increasing human productivity less […]
Hygiene and Motivation Factors for Employee Engagement
Employee engagement has been linked with almost every aspect of management in some or other form. Although there are not enough evidences to support a direct relationship between them but several factors show that they are indirectly connected with each other. In the same way, the hygiene and motivation factors have also been associated with […]
Understanding Communication and the Communication Process
Lisa works as a Brand Executive with a reputed multinational firm. She was asked to deliver a presentation on her assignments and achievements. Her appraisal was due that month, and she did not get her promotion. No points for guessing, her presentation played the culprit. Her thoughts were not at all clear and she could […]
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:
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-
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