close
This essay has been submitted by a student. This is not an example of the work written by professional essay writers.

Review of The Concept and Factors of Brand Positioning

  • Subject: Business
  • Category: Marketing
  • Essay Topic: Brand
  • Page: 1
  • Words: 483
  • Published: 08 October 2018
  • Downloads: 35
downloadDownload printPrint

Remember! This is just a sample.

You can get your custom paper by one of our expert writers.

Get custom essay

121 writers online

Review of The Concept and Factors of Brand Positioning essay
Download PDF

Brand positioning refers to “target consumer’s” reason to buy the brand in preferences to others. It is a very grateful method in the marketing arena. It ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits to buy; and focuses at all points of contact with the customer.

In order to create a distinctive place in the market, a niche market has to be carefully chosen and a unique advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its 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 act of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind. Brand positioning involves identifying and determining points of similarity and differences to ascertain the right brand identity and to create a proper brand image. Brand positioning is the key to marketing strategy.

A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of the 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.

Positioning is a concept in marketing which was first introduced by Jack Trout and then popularized by Al Ries and Jack Trout in their bestseller book “Positioning – The Battle for Your Mind.”

This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper “Positioning”. In it positioning is a game people play in today’s me-too market place”. In the publication Industrial Marketing, in which the case is made that the typical consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumer’s mind. It was then expanded into their first book, “Positioning: The Battle for Your Mind,” in which they define Positioning as “an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances”.

Five Factors of Brand Positioning

Brand Attributes

What the brand delivers through features and benefits to consumers.

Consumer Expectations

What consumers expect to receive from the brand.

Competitor Attributes

What the other brands in the market offer through features and benefits to consumers.

Price

An easily quantifiable factor – Your prices vs. your competitors’ prices.

Consumer Perceptions

The perceived quality and value of your brand in the consumer’s mind.

Remember: This is just a sample from a fellow student.

Your time is important. Let us write you an essay from scratch

experts 450+ experts on 30 subjects ready to help you just now

delivery Starting from 3 hours delivery

Find Free Essays

We provide you with original essay samples, perfect formatting and styling

Cite this Essay

To export a reference to this article please select a referencing style below:

Review of the Concept and Factors of Brand Positioning. (2018, October 08). GradesFixer. Retrieved May 19, 2022, from https://gradesfixer.com/free-essay-examples/brand-positioning/
“Review of the Concept and Factors of Brand Positioning.” GradesFixer, 08 Oct. 2018, gradesfixer.com/free-essay-examples/brand-positioning/
Review of the Concept and Factors of Brand Positioning. [online]. Available at: <https://gradesfixer.com/free-essay-examples/brand-positioning/> [Accessed 19 May 2022].
Review of the Concept and Factors of Brand Positioning [Internet]. GradesFixer. 2018 Oct 08 [cited 2022 May 19]. Available from: https://gradesfixer.com/free-essay-examples/brand-positioning/
copy to clipboard
close

Sorry, copying is not allowed on our website. If you’d like this or any other sample, we’ll happily email it to you.

    By clicking “Send”, you agree to our Terms of service and Privacy statement. We will occasionally send you account related emails.

    close

    Attention! This essay is not unique. You can get a 100% Plagiarism-FREE one in 30 sec

    Receive a 100% plagiarism-free essay on your email just for $4.99
    get unique paper
    *Public papers are open and may contain not unique content
    download public sample
    close

    Sorry, we could not paraphrase this essay. Our professional writers can rewrite it and get you a unique paper.

    close

    Thanks!

    Please check your inbox.

    Want us to write one just for you? We can custom edit this essay into an original, 100% plagiarism free essay.

    thanks-icon Order now
    boy

    Hi there!

    Are you interested in getting a customized paper?

    Check it out!
    Don't use plagiarized sources. Get your custom essay. Get custom paper
    exit-popup-close

    Haven't found the right essay?

    Get an expert to write you the one you need!

    exit-popup-print

    Professional writers and researchers

    exit-popup-quotes

    Sources and citation are provided

    exit-popup-clock

    3 hour delivery

    exit-popup-persone