We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Brand positioning and focus - Research Paper Example

Comments (0) Cite this document
Summary to research paper on topic "Brand positioning and focus"
We are living in the global economy where it is becoming a growing trend that every firm is competition with all other firms performing same business, no matter where they physically reside. In this context, in order to capture the market, the importance of branding and marketing cannot be ignored…
Download full paper
Polish This Essay
Brand positioning and focus
Read TextPreview

Extract of research paper "Brand positioning and focus"

Download file "Brand positioning and focus" to see previous pages... This research is intended to develop the sound understanding of the impact of the branding on the lives of individuals, especially their buying decisions. Moreover, we also aim to identify the best practices of branding in contemporary era.
In past era, branding was considered to be what it is considered now.
Let us write or edit the essay on your topic "Brand positioning and focus" with a personal 20% discount.. Try it now
Few years back, brand used to be defined as "the name,associated with one or more items in the product line, that is used to identify the source of character of the item(s)" (Kotler 2000, p. 396) Another definition that was given by Keller (2003) depicts the same thought. He defines brands as "technically speaking, the n, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand" (p. 3)" However, over the period of time, it was realized that branding has far wider scope than this. Realizing this, people started to explore more avenues into it.
"For a long time, the brand has been treated in an off-hand fashion as a part of the product" (Urde 1999, p. 119). With the changing time, the needs and demands of the businesses were changing too. "The challenge today is to create a strong and distinctive image" (Kohli and Thakor 1997, p. 208).
This definition shows that the scope of branding has been broadened and besides providing identity to the product, it is also responsible for conveying to customers that brand message associated to that brand through the process of branding.

The modern concept of branding is associated to a number of other related concepts. In order to make the brand successful and the high impact brand, one of the most essential part is its positioning. It is well known phrase in the marketing circles that those brands which are top in terms of customer recall are really the leaders. Thus, brand positioning means that a brand should be presented as a response to some customer need, in order to make it successful. For example, if a company sells the cars. The brand manager of that particular car should see that what particular needs that car is going to fulfill for the customers and present the product as simply not the product, rather, the solution to that need of the consumer. Keeping in view the customer needs is simply one factor, others may include competitor's move, emerging trends and so on and so forth. Besides, other factors of success include, targeted marketing, efficient segmenting and focused advertising and public relations. Targeting marketing and focus advertising are essential because, we can't market our product to everyone. There is a cost to it. Every second that runs an ad on any channels, it costs a handsome some of money to the producer and this price is ultimately shifted to the customer. If lesser people Brand purchase that product, higher contribution from each purchaser is required. In today's world where there is cutting edge competition, one ...Download file "Brand positioning and focus" to see next pagesRead More
Cite this document "Brand positioning and focus"
  • APA
  • MLA
  • CHICAGO
(“Brand positioning and focus Research Paper Example | Topics and Well Written Essays - 1250 words”, n.d.)
Brand positioning and focus Research Paper Example | Topics and Well Written Essays - 1250 words. Retrieved from https://studentshare.org/miscellaneous/1511497-brand-positioning-and-focus
(Brand Positioning and Focus Research Paper Example | Topics and Well Written Essays - 1250 Words)
Brand Positioning and Focus Research Paper Example | Topics and Well Written Essays - 1250 Words. https://studentshare.org/miscellaneous/1511497-brand-positioning-and-focus.
“Brand Positioning and Focus Research Paper Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.org/miscellaneous/1511497-brand-positioning-and-focus.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC "Brand positioning and focus"
How Different Stakeholder Groups Build Brand Value
In this modern age of business, marketing plays an essential role towards the success of an organization. Nowadays, concepts such as branding have become essential for a company to get success in the marketplace.
36 Pages(9000 words)Research Paper
Brand Audit
Auditing of a brand is essential to evaluate the real importance of the brand as far as the quantitative analysis. The brand audit makes the brand more strong and powerful in the competitive market. In the particular case the audit will be given the primary focus.
5 Pages(1250 words)Research Paper
The U.S. Beauty Industry: Brand Report Card
The U.S. Beauty Industry: Brand Report Card Excluding Clinique, the majority of high-grossing beauty industry leaders utilize promotional prowess in brand strategy to create a unique brand image to appeal to diverse target consumers. Using the brand template identified by the article “The Brand Report Card”, this paper compares best practice in the industry with highly successful beauty brands to develop a scoring system to measure brand attributes that lead to competitive success in the U.S.
10 Pages(2500 words)Research Paper
Brand Positioning
The product category chosen for the project are chocolates. The chocolate industry is at a growth stage and is expected to increase in the future. The global chocolate market is expected to grow by CAGR 2.7% from $83.2billion in 2010 to $98.3billion in the year 2016.
7 Pages(1750 words)Essay
Evaluation of Strategic Alternatives in Second Focus Area of The Limited Brands INC
These areas of weaknesses that were established include the company’s poor brands, lack of efficient resources that can enable the company to strategically market itself and make capital investments to improve its beauty products and apparel. Thirdly, the company also has a weakness in terms of inadequate technology and the poor positioning of the company hinders it from competing competitively in the market.
5 Pages(1250 words)Research Paper
Brand Positioning
Founded in 1906, it is a business organization with vast marketing experience of over a century hence having an advantage over the rest the competitors in the market. The Xerox Company has developed different brands in the market, done sales promotion and therefore has been able to win customer loyalty thus boosting its sales and revenues.
8 Pages(2000 words)Essay
Brand analysis: Mr. Clean Bathroom cleaner
This brand introduced first ever bathroom cleaner product. The company always maintains high quality of products in this popular brand. However, the organization generally follows premium pricing strategy as they never try to compromise with the quality of the product.
12 Pages(3000 words)Research Paper
Brand Positioning
A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help identify it and differentiate it from other brands. In the past decade, things on the branding front have undergone a sea change.
10 Pages(2500 words)Essay
Hermes watches-segmentation targeting and positioning
Market positioning involves establishment of a competitive edge for products through the use of an appropriate marketing mix. Market planning will be necessary after positioning to ensure development of
4 Pages(1000 words)Research Paper
Positioning
An irreplaceable positioning statement will, therefore, win the heart of many customers in a competitive marketing environment. To be the leading organization that provides mobile and a wireless technology that drive quality changes across all sectors
2 Pages(500 words)Research Paper
Let us find you another Research Paper on topic Brand positioning and focus for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us