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Brand Management - The Power of Brand Repositioning: A Four- Phased Process : Marketing. Profs Article. So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain . But for a moment, even a brief moment, it would make sense to go back to the brand drawing board to answer the question, Just what is brand positioning anyway? Positioning a Brand in the Marketplace. Before we can talk meaningfully about positioning. 5 Effective Brand Building Strategies to Attract Customers. The best way we can define it is that it is a process of creating value to consumers. Service brand- this brand is built on knowledge. Damien Newman special edition: Design In Flight (3.2. Brand positioning creates a specific place in the market for your brand and product offerings. It reaches a certain type of consumer or customer and delivers benefits that meet the needs of several key target groups and users. The actual approach of a company or brand's positioning in the marketplace depends on how it communicates the benefits and product attributes to consumers and users. As a result, the brand positioning of a company and/or product seeks to further distance itself from competitors based on a host of items, but most notably five key issues: Price, Quality, Product Attributes, Distribution, and Usage Occasions. As companies and brands today look to brand repositioning, they first have to ask what the reasons are for repositioning the brand. They can include declining sales, loss of consumer/user base, stagnant product benefits, or the competition, including such issues as increased technology and new features. What's next after identifying the reasons for pursuing a brand repositioning? A four- phased brand repositioning approach will help guide you through the process and allow your company and brand group to best calibrate based on timing, budget, and resources to get the job done. Brand Positioning Standards and Practices – Part 1. In Part 1 of my new Brand Positioning Standards and. Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. Phase I. Determining the Current Status of the Brand. The purpose of this phase is to understand the company and brand, including exploring key issues, opportunities, and challenges. The reason is to obtain a clear snapshot of the company and brand in present terms, which will offer a clear insight to opportunity identification and assessment. Understanding the brand includes reviewing the complete history of the company and brand, including its current brand positioning, the original positioning, how it has evolved, and most important: what the company and brand stands for today. Key questions to ask and answer: What differentiates our company and brand from the competition? As we dive deeper into the current status of the company and brand, we also need to get a clear understanding of the company and brand, including a review of the current brand customer. Key questions to ask and answer: Who is the current target customer base? Once we better understand the current brand customer, we can then review the company and brand sales history, including revenue, growth, and industry and category market share. It is also important to look at the specific core product and/or service offerings. This review should include the current product strategy and mix, with specific emphasis on understanding the current SKU product strategy in the case of a company, specifically a manufacturer. If your business is in the service- offering or professional consulting arena, this would include a review of the total service offerings and programs offered. Key question to ask and answer: Do all products live under the same brand strategy or are there different product strategies that fall under one brand strategy? This can include determining whether your business is a category leader, or a player as a secondary brand. This phase should also include looking at production capabilities and constraints, distribution strength and strategy, top key accounts, key selling points, along with a careful review of all sales and marketing promotional materials. Last, but of equal importance, is to review the competitive landscape, including the number of competitors, keys to their success, and what they are doing right as well as determining some of their key challenges. Key questions/areas to look into are market share, industry strength, customer profiles, and consumer buying trends; include a review of the industry and category trends and forecasts. Phase II. What Does the Brand Stand for Today? We now need to understand how consumers feel about your company and brand today. In consumer packaged goods (CPG), this might mean talking to kids and moms, as well as other user groups, to determine what your company and brand stand for. Obtaining a clear insight to the way consumers feel and relate to your company and brand will provide the starting point of the repositioning work. First we need to gain parameters, including.. Clear objectives include the following: Understanding current consumer perceptions and needs of your brand Determining how far to move your brand without alienating current customers and loyalty base Identifying how to position your brand to attract new users and their ultimately becoming loyal purchasers/users/buyers The first step on the course of brand repositioning is to hold . In addition, one of the most important functions of running brand equity groups is to identify similar affinity groups, lifestyle, and behavior patterns among your consumers and loyal customers that can translate into better understanding your customer profiles. From a logistical perspective, the brand equity groups could take place over the course of two days with about four groups total. To ensure good program read and reach, it would be best to run these groups in approximately three to four cities. Through this process you will identify needs, both unmet and met, in category and industry, determine the delights and dissatisfiers of your brand, as well as determine current brand- equity drivers of your brand. In a sense, the process will provide you with a current measure of the value of your brand to consumers or end- users. This will not only provide a snapshot of today and where your brand sits but also an immediate look into where you can take your brand tomorrow. The goal of the brand equity groups is to identify opportunities, including looking at growth areas for your brand as well as unmet consumer and user needs. Once we can find the current equity value of the brand, the next step would be to run . Developing the Brand Positioning Platforms. Now that we have a good and solid understanding of where the company, business, and brand sit within the overall marketplace, as well as a good understanding of its value to consumers, the next step is to find out how far to grow, expand, and stretch the brand. The purpose of Phase III is to utilize all marketing research, brand, industry, and consumer information to reposition what your brand should and can stand for. The key reasoning is that determining effective and successful brand repositioning will help retain existing customers and acquire new ones. As we look to begin brand repositioning, we need to keep in mind that it needs to capture . It will answer these questions: Who do we want our brand to be? The most important guidelines to success will be to ensure that all aspects of where to take your brand are carefully reviewed to ensure that the core values and essence of your brand are maintained. With this in mind, as a general guideline, there are four key ingredients as part of the brand repositioning work. The new Brand Positioning will be.. The first session would be . This process should include exercises to stretch your brand into the future. For instance, you might develop a different marketing positioning platforms that can take key dimensions as far as possible. For a toy or consumer brand that might include such parameters as fun, mystery, anticipation, taste, usage occasions. However, this process should really center on what consumers think you should explore. 5 Market Segmentation, CHAPTER Targeting and Positioning S. As a result, the brand positioning workshop should determine four to five key benefits and potential platforms that are agreed upon by the entire group. Then it is up to every member of the group to refine and validate each positioning platform. These workshops review key marketing research information and consumer attitudes and, most important, the current purchase patterns. The overall purpose is to determine which areas and brand positioning platforms to pursue. The final output of the brand positioning workshop is . The ultimate purpose and goal is to refine the brand positioning platforms. So, we go back to the focus group format in which we would again talk to key consumers and customers with the purpose of checking back with them to validate the new brand positioning. This essentially allows for refinement of the new brand positioning. It will also help determine just how far your brand can be stretched. It is also essential to develop visual concept boards to position your brand and its products in a new light in front of consumers and customers. The final output of this phase includes a concise and clear understanding of consumer views on key new brand positioning platforms as well as the final brand positioning. This will provide and deliver an overview of consumer attitudes toward the new brand positioning, with a focus on retaining existing brand customers and acquiring new users. It will also showcase the final new brand positioning statement, explaining in detail the reasoning behind the new brand positioning. Phase IV. Refining the Brand Positioning and Management Presentation. Now we have a great start, a new thinking, and (most important) the beginnings of the new brand positioning for your company, business, and brand. Strategic Brand Concept -Image Management Conveying a brand image to a target market is a fundamental marketing. Figure I provides a frame-. The purpose now is to review and refine the new brand positioning and communicate to all function departments in order to align efforts. The main reason is that it is important that everyone on the brand team and all function areas understand, buy in, and support the new brand positioning. Essentially, this will become the umbrella strategy for the brand group dictating marketing programs and tactics. How to Create Strong Brand Positioning in Your Market – cultbranding. What is Brand Positioning? Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. Popularized in Reis and Trout. The goal is to create a unique impression in the customer. It is based on the concept that communication can only take place at the right time and under the right circumstances.”Brand positioning occurs whether or not a company is proactive in developing a position, however, if management takes an intelligent, forward- looking approach, it can positively influence its brand positioning in the eyes of its target customers. Positioning Statements versus Taglines. Brand positioning statements are often confused with company taglines or slogans. Positioning statements are for internal use. These statements guide the marketing and operating decisions of your business. A positioning statement helps you make key decisions that affect your customer. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two. Unlike (primary competitive alternative), our product (statement of primary differentiation). However, we provide a more simplified structure for formulating a Brand Positioning Statement in the following section. How to Create a Brand Positioning Statement. There are four essential elements of a best- in- class positioning statement: Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract? Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers? Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition? Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise? After thoughtfully answering these four questions, you can craft your positioning statement: For . Unlike traditional book retailers, Amazon. Zipcar. com used the following positioning statement when it established its business was founded in 2. To urban- dwelling, educated techno- savvy consumers, when you use Zipcar car- sharing service instead of owning a car, you save money while reducing your carbon footprint. Examples of Taglines. Once you have a strong brand positioning statement you can create a tagline or slogan that helps establish the position you. Here are 1. 5 examples: Mercedes- Benz: Engineered like no other car in the world. BMW: The ultimate driving machine. Southwest Airlines: The short- haul, no- frills, and low- priced airline. Avis: We are only Number 2, but we try harder. Wharton Business School: The only business school that trains managers who are global, cross- functional, good leaders, and leveraged by technology. Famous Footwear: The value shoe store for families. Miller Lite: The only beer with superior taste and low caloric content. State Farm: Like a good neighbor, State Farm is there. L’Oreal: Because you’re worth it. Walmart: Always low prices. Always. Nike: Just do it. Coca- Cola: The real thing. Target: Expect more. Pay less. Volvo: For life. Home Depot: You can do it. We can help. 1. 5 Criteria for Evaluating Your Brand Positioning Strategy. An intelligent and well- crafted positioning statement is a powerful tool for bring focus and clarity to your marketing strategies, advertising campaigns, and promotional tactics. If used properly, this statement can help you make effective decisions to help differentiate your brand, attract your target customers, and win market share from your competition. Here are 1. 5 criteria for checking your brand positioning: Does it differentiate your brand? Does it match customer perceptions of your brand? Does it enable growth? Does it identify your brand. The notion that positions are created by marketers has to die. Each customer has their own idea of what you are. Positioning is not something you do, but rather, is the result of your customer. Positioning is not something we can create in a vacuum. Once the real role of positioning is understood, having a tagline or a positioning statement can be useful by clarifying your brand. Great brands merge their passion with their positioning into one statement that captures the essence of both. Integrating Your Brand Positioning in Your Customer. Every member of your organization that touches the customer has to be the perfect expression of your position. And, since everyone touches the customer in some way, everyone should be the best expression of your position. Now comes the hard part: Put up everything that represents your brand on a wall. Without certainty, you default to the status quo. Turn everything you do into an expression of your desired positioning and you can create something special. This takes courage; to actively position your brand means you have to stand for something. Only then are you truly on your way to owning your very own position in the mind of your customer. Keyless entry programming instructions. 2002 Ford Escape Key Fob Programming Instructions. Within 20 seconds press any button on first keyless remote. 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