Brand Positioning and Repositioning
Research Proposal # 1
Name of The Research Proposal:
Brand Positioning & Repositioning
Brand Positioning
In marketing, Positioning has come to mean 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.
Generally, the Brand positioning process involves:
1. Defining the market in which the product or brand will compete (who the relevant buyers are)
2. Identifying the attributes (also called dimensions) that define the product 'space'
3. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
4. Determine each product's share of mind
5. Determine each product's current location in the product space
6. Determine the target market's preferred combination of attributes (referred to as an ideal vector)
7. Examine the fit between: o The position of your product o The position of the ideal vector
8. Position.
Characteristics of Brand Positioning
Brand positioning strategy is important to develop in order to get to number one in a customer's mind for your products or services. If you don't develop a plan, customers won't think about you when they go to make a purchase. This is sure to lead to low sales and, ultimately, business failure. Here are some characteristics of brand positioning strategy that anyone can use for business:
Unique Benefits
What benefits does a customer gain from buying your product or services? It's not enough to develop a generic benefits list that all of your competitors offer. What unique benefits do you offer? This takes diligent research of the competition, as well as prospective customers. Your brand positioning strategy has to revolve around your customers, and what they will benefit from a relationship with your business. Otherwise, they'll go to the competition, where they perceive they can get the most for their money.
Quality
Name of The Research Proposal:
Brand Positioning & Repositioning
Brand Positioning
In marketing, Positioning has come to mean 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.
Generally, the Brand positioning process involves:
1. Defining the market in which the product or brand will compete (who the relevant buyers are)
2. Identifying the attributes (also called dimensions) that define the product 'space'
3. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
4. Determine each product's share of mind
5. Determine each product's current location in the product space
6. Determine the target market's preferred combination of attributes (referred to as an ideal vector)
7. Examine the fit between: o The position of your product o The position of the ideal vector
8. Position.
Characteristics of Brand Positioning
Brand positioning strategy is important to develop in order to get to number one in a customer's mind for your products or services. If you don't develop a plan, customers won't think about you when they go to make a purchase. This is sure to lead to low sales and, ultimately, business failure. Here are some characteristics of brand positioning strategy that anyone can use for business:
Unique Benefits
What benefits does a customer gain from buying your product or services? It's not enough to develop a generic benefits list that all of your competitors offer. What unique benefits do you offer? This takes diligent research of the competition, as well as prospective customers. Your brand positioning strategy has to revolve around your customers, and what they will benefit from a relationship with your business. Otherwise, they'll go to the competition, where they perceive they can get the most for their money.
Quality