Brand Positioning

Brand Positioning

After establishing a product that a company would be distributing, it is important to build a brand positioning to go with the desired perception of your product within the market that a company is competing in. In other words, an image or symbol must be painted to represent an appealing product to the customers. After the positioning is built, it serves as a reference point for other important developments that a company must undergo. For example, through positioning, ideas can be drawn out for communication, which can be comprised of “naming, advertising, promotions, packaging, sales force, merchandising, and publicity.”

Before creating a long term positioning of your company/product, there are a few guidelines that one must observe. For example, a comprehensive understanding of the areas that deal with the inherent drama of the product a company is selling, the needs and wants of the target markets, and the competition, is essential in maximizing a company’s growth. For example, the popular soda, Mountain Dew, targets the young and outgoing crowd, so they draw their ways of representing their product around extreme symbols. The “Mountain Dew” symbol is not boring and their commercials are usually comprised of young adults playing extreme sports and doing unbelievable acts. Through the images and context of their commercials and ways of advertisement, an individual gets the idea that their product will give a better experience than other sodas. These are only some of the ideas that big corporations come up with to strategically entice their costumers in drinking their product. For example, companies might think of different locations and dates to advertise their products to further attract customers. Positioning can also offer information that can put your company and product to a lead in the market. By studying your product’s strength and competitors weaknesses, ideas can be made to focus on a stronger positioning....