Purpose and Principles of Branding and Positioning - Assignment Example

Brand positioning is aimed at allocating products and services in certain communicative channels to meet the needs of customers. Brand positioning is crucial to any organization because it can implement the organization’s objectives, goals, and missions.

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Purpose and Principles of Branding and Positioning
The purpose of branding and positioning is to give the consumers a clear image of the organization and its products. This also helps an organization maintain its competitive advantage. There are many products in the market that are can be used for the same purpose, branding, and positioning make a product unique to the customers which in turn helps customers differentiate one product from that of its competitors. A good example is seen in the case of toothpaste. Toothpaste brands have increased significantly over the years. The supermarkets are now filled with many brands, each with its benefits (Segrave, Pg. 28).

Colgate, which is a toothpaste that has been around for many years and still has a big market share around the world, maintains its market share through branding. Colgate is known for its ability to whiten the teeth, freshen the breath, and strengthen the enamel on the teeth. The company also takes advantage of the red color on its product packages during its TV advertisement. There is more of a red color like the packaging of the toothpaste. The company believes that the color inspires impulse buying because the color causes excitement. The white and red combination in its packaging is eye-catching and appealing to the eyes of consumers. This also remains in the minds of the consumer, forming a way of differentiating the products from other toothpaste. This also shows the principles of branding and positioning which is differentiating one product from another. Effective branding gives consumers a perception that there is no other service, product, or company than the brand’s company.

Importance of branding and positioning
Branding helps an organization differentiate its products from those of its competitors. Competitors often get an upper hand because a company’s brand is not completely different from theirs. Brand positioning is crucial in improving business competitiveness because it helps in allocating products and services in certain communicative channels to meet the needs of customers.
Conclusion
Branding and positioning are crucial in any business competitiveness in any business because it helps in the implementation of the organization’s objectives, goals, and missions. Read More