Brand positioning and focus Research Paper Example | Topics and Well Written Essays - 1250 words

Brand positioning and focus - Research Paper ExampleThis investigate is intended to develop the sound understanding of the impact of the stigmatisation on the lives of individuals, especially their buying decisions. Moreover, we in like manner aim to identify the best practices of disgraceing in contemporary era.In past era, branding was considered to be what it is considered now. Few years back, brand used to be defined as the name,associated with iodine or more(prenominal) items in the product line, that is used to identify the source of character of the item(s) (Kotler 2000, p. 396) Another definition that was given by Keller (2003) depicts the same thought. He defines brands as technically speaking, the n, whenever a marketer creates a new name, logo, or image for a new product, he or she has created a brand (p. 3) However, over the period of time, it was realized that branding has far wider scope than this. Realizing this, people started to explore more avenues into it.For a long time, the brand has been treated in an off-hand fashion as a part of the product (Urde 1999, p. 119). With the changing time, the needs and demands of the businesses were changing too. The contest today is to create a strong and distinctive image (Kohli and Thakor 1997, p. 208).This definition shows that the scope of branding has been broadened and besides providing identity to the product, it is also responsible for conveying to customers that brand message associated to that brand through the process of branding. The newfangled concept of branding is associated to a number of other related concepts. In order to make the brand successful and the high impact brand, one of the most essential part is its positioning. It is well known contrive in the marketing circles that those brands which are top in terms of customer recall are unfeignedly the leaders. Thus, brand positioning means that a brand should be presented as a response to more or less customer need, in order t o make it successful. For example, if a company sells the gondola cars. The brand manager of that particular car should see that what particular needs that car is going to fulfill for the customers and present the product as merely not the product, rather, the solution to that need of the consumer. Keeping in view the customer needs is simply one factor, others may include competitors move, emerging trends and so on and so forth. Besides, other factors of success include, targeted marketing, efficient segmenting and focused advertising and public relations. Targeting marketing and focus advertising are essential because, we cant market our product to everyone. there is a cost to it. Every second that runs an ad on any channels, it costs a bragging(a) some of money to the producer and this price is ultimately shifted to the customer. If lesser people Brand purchase that product, higher(prenominal) contribution from each purchaser is required. In todays world where there is cutti ng edge competition, one