Co-branding – Meaning, Types and Advantages and Disadvantages
What is Co-branding Co branding is the utilization of two or more brands to name a new product. The ingredient brands help each other to achieve their aims. The overall synchronization between the brand pair and the new product has to be kept in mind. Example of co-branding – Citibank co-branded with MTV to launch…
What is Brand Awareness ?
Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as…
What is Brand Promise? – Mistakes to Avoid While Building it
Brand evokes the responses. There are many people who love their Apple iPod or love their car etc. There are certain feelings that come to your mind when you think about your favorite brands. People expect that these brands should demonstrate brand promises every time whenever they are, encountered. Inconsistencies in the performance of services…
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.
Brand positioning must make sure that:
In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray it’s 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 activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind.
For instance-Kotak Mahindra positions itself in the customer’s mind as one entity - “Kotak ” - which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of “Think Investments, Think Kotak”. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt.
Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy.
A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of 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. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight.
There are various positioning errors, such as-
Article Written by
Malvika Mishra is an accomplished HR Business Consultant and Learning & Development specialist with over a decade of experience spanning organizational development, leadership training, and content creation. She holds an MBA and a Post Graduate Diploma in Guidance & Counselling, enabling her to combine business acumen with a deeply people-centric approach. Her work focuses on management practices, corporate governance, diversity & inclusion, and preventive mental wellness as a critical organizational capability. Malvika is known for bridging academic rigor with real-world workplace application.
Article Written by
Malvika Mishra is an accomplished HR Business Consultant and Learning & Development specialist with over a decade of experience spanning organizational development, leadership training, and content creation. She holds an MBA and a Post Graduate Diploma in Guidance & Counselling, enabling her to combine business acumen with a deeply people-centric approach. Her work focuses on management practices, corporate governance, diversity & inclusion, and preventive mental wellness as a critical organizational capability. Malvika is known for bridging academic rigor with real-world workplace application.
Your email address will not be published. Required fields are marked *
