Many definitions from the experts about brand positioning. Philip Kotler stated that Brand Positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds (Kotler, 2003, Page 308). Beri (2007, p 469) also mentioned that brand positioning is about how the brand perceived by the target consumer in related to other brands. Based on those ideas, we can determine that brand positioning is about how the brand itself received and placed in the mind of our customers.
There are many things that we should do to positioning Asiatravel in the customer’s mind. Here are some things that we should do:
1. Target Market: the first thing we need to focus on is we need to define the target market of Asiatravel. After we define the target market or targeted consumer, we can determine what specific need they have and what kind of services that they want. the example of target market in travel business are people aged 17- 25, that have more free time than adults that have already busied by their job. For this segment, we can create a tour program that more adventurous and challenging like a tour in a tropical island with fishing and diving program that may be unsuitable or unfavorable by elder people that feel they too old or too busy for that kind of activity. By focusing on the target market, we can satisfy our consumer needs and they will able to feel that we can fulfill their demands and need.
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In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization (Encarta ® World English Dictionary ,1998) Generally, the product positioning process involves: Defining the market in which the product or brand will compete which for hoe by design is Women ages sixteen and up. Identifying the attributes that define the product which they are low heeled stiletto and wedged shoes that are of different colors and designs . Iacobucci, D. (2011). This product will be positioned as a comfortable product that still allow women to look cute in them. The products will be well designed and colorful like similar heels that are higher.
Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends
In conclusion, positioning is a strategic way of selling products geared towards the desires of wanting, needing, owning and obtaining something great. Positioning is how a company presents and differentiates itself, and its product, from competition in order to gain and keep prospective buyers. So it is safe to say that positioning is a strategic way in winning the hearts and minds of consumers for their confidence, and their
Positioning is a process that influences potential customers’ overall perception of a brand, product line or organization in general; the place in the mind relative to the competition. [3]
The positioning statement represents the image by which the company would be perceived by the customers and the public. With the aid of the positioning strategy, the economic agent places their products and services within the market and raises consciousness within the mind of the consumers. In a different formulation, the positioning statement represents the "company's personality" (Luther, 2011). Appendix A reveals more definitions of the positioning statement.
Under Armour has successfully built upon its authentic brand and expanded its presence into a number of product categories. The company currently markets “apparel, footwear, and accessories” for all age categories and income segments that suit diverse tastes and weather conditions with the focus on the improved performance (Thompson, 2012). Since the first years of its operation, Under Armour has been working on increasing the brand awareness by placing the logo on all sports equipment and getting “broad exposure at live sporting events, as well as on television, in magazines, and on a wide variety of Internet sites” (Thompson, 2012). The company’s brand positions are reinforced by its
Lush Ltd. is a cosmetics retailer headquartered in Poole, Dorset, United Kingdom. The company was founded by Mark Constantine, a trichologist and Liz Weir, a beauty therapist. They met in a hair and beauty salon in Poole, England. A few years later, they decided to branch out and start their own business selling natural hair and beauty products.
Branding is the process of using a word or an image to identify a company or its products. It is what separates competitors and helps consumers remember a product. The purpose of a brand is to increase sales by making the product or service the most visible and desired by the consumer. Branding is becoming more than a logo or a product. It is becoming a promise of quality and reputation! It encompasses everything about a company, sometimes good and sometimes bad, depending on the public’s perception.
According to Philip J. Kotler “a brand is a name, term, sign symbol or design, or a combination of them to identify the goods or services of one seller or a group of sellers and to identify them from the competitorsâ€. This definition expresses the brand as the sum of the representations that we have, however, the brand is also a cultural agent. To remain permanently in the mind of the consumer brands must build a recognizable brand and offer their cultural role models to their customers. Thus it is necessary to include this cultural aspect to the marketing strategy of the brand. After explaining how this cultural and aspirational aspect is
Simple was created in the UK during the 1960s and is now one of the leading brands for sensitive skin. First developed by the Albion Group, it later was acquired by Smith and Nephew in the 1980s. Over the years, Simple has been owned by many UK companies. In September 2010 the Anglo-Dutch multinational consumer good company, Unilever bought Alberto-Culver, a US company and the owner of Simple. Unilever formally took over the company six months later and are now the current owners of the Simple brand. Branding identification seems to be less important for Simple, as they believe that great skincare is about more than just products (Simple, 2014). The current Simple logo has been used long term for the company and is now in my opinion
According to Arnold (1992) brand strategy is the process where the products are positioned in the consumers mind to produce a perception of advantage. This strategy is the execution of the organization vision, mission and objectives. The essence of brand should be reflected in everything the company especially that impacts the mind of consumers.
Suppose we are asked, ‘who makes the best instant coffee?’ Next , we are asked, “who makes the next best?’ there can be a number of brands which are next best, but only one brand that is the best. In a number of product categories like TVs, cars, personal computers, paints, razorblades, soaps and so on, we have our favourite brands or marketer. The top slot achieved by the brand in our mind is called its Positioning. It entered our mind on account of communication through advertising, word of mouth, product performance and other factors.
The paper will also discuss the brand positioning strategy and how it gives a unique identity for brands and also how branding can change the customer negative
Branding strategy has become an essential part of all the industries and the business organizations believe that it is the brand which makes and withstands the value for a longer period of time. Branding is one of the most important aspects of any business large or small and it is the effective brand strategy which gives a major edge in the competitive markets.