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10/14/2014 WhatisthemeaningofBrandPositioning?

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Author:TechnicalExpert CreateTime:09/07/201118:49:55
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Keywords

KnowledgeBaseHomePharmaceuticalProductManagement
WhatisthemeaningofBrand
Positioning?
BrandPositioning(alsocalledUniqueSelling
BrandPositioningishowaproductisperceivedinthemindofconsumerin
relationtocompetitorsbrandinthemarket.Positioningisactofplacinga
companysbrandinconsumersmindsoverandagainstcompetitorsinterms
ofcharacteristicsandbenefitsthatthebranddoesanddoesnotoffer
AttributeorBenefit
QualityandPrice
UseorUser
Competition
AccordingtoPhillipKotler,Positioningistheactofdesigningthecompanys
offeringandimagetooccupyadistinctiveplaceinthetargetmarketsmind.
AnapethedefinitionbyRiesandTrout,Positioningstartswiththe
product.ButPositioningisnotwhatyoudototheproduct.Positioningiswhat
youdotothemindoftheprospect.
Firmscanpositiononthebasisof:
Attributesattachedwithproductorservice
Hightechimageofcompany
Benefits
Categoryofuserusingthisproduct
Comparisonwithcompetitors
Entirerangeofservices

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