Brand Positioning
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Brand Positioning is Important

bulletA brand is the overall impression that stakeholders have of the organization and its offering.
bulletEvery transaction, inside and outside the company, is an opportunity for building brand. It is how we answer the telephone, the way we bill and the speed and quality of our service…
bulletFirms have brands whether they manage them or not. If they are managed well they translate into loyalty and profitability
bulletIt is not a sign or a logo

Sustainable Competitive Advantage

bulletNot "What" a company sells, but "How" the company sells
bulletA company brand position is based on a meaningful and respectful relationships with customers
bulletRelationship = customer interface
bulletUnique customer interface = company positioning = Brand
bulletEvery customer interface touch point either builds or erodes the brand.  A strong brand is just as powerful in a commodity market as in a less competitive market.

 

4 building blocks of Customer Interface

bulletIdentification
bulletImage
bulletIntegration
bulletImagination

Objectives of Brand Positioning:

bulletEstablish the essence of the company brand that speaks to its unique qualities and has meaning and value for its customers
bulletEncapsulate the essence within a brand positioning statement and a brand position line

Brand Positioning Filters

When developing or redeveloping  a brand positioning for your company the following example of a brand positioning filter table could be of value:

The purpose of the the filter is to assure that your positioning principles, corporate values, brand personality and business strategy are all taken into consideration when articulating your brand positioning statement and brand positioning line.

 

Brand Development  Brand Loyalty  Brand Management    Brand Marketing  Brand Marketing Strategy  Brand Positioning    Building a Brand   Brand Strategy    Global Brand Management

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Last modified: November 21, 2007