MID TEST Marketing Management

Topics: Marketing, Marketing strategy, Strategic management Pages: 9 (3577 words) Published: November 11, 2014
MID TEST- MM5003
Marketing Management

The Relationship among Marketing Strategy,
Brand and Brand Positioning
with

Extra Joss as Illustration Case

BY: A.A. BAGUS
PRAMANANUGRAHA, NIM.29114815

MASTER OF BUSINESS ADMINISTRATION
SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
BANDUNG - 2014

INTRODUCTION
“Having a Better Brand Is Better Than Having a Better Product” Al Ries, adage.com.

Before we analyzing what is relationship among marketing, strategy, brand and brand positioning. First, we must know what is brand, brand positioning and marketing strategy it self? why they are so important for your business? And how they can influence our target market to choose your brand? Well, we start from what is brand first.

What is Brand?

“make it simple, but significant”

Acoording to the American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.1 From that definition, we can easily understand that brand must have a unique identity to become differentiator with other competitors and this can have a strong relationship with the customers.

And we call it branding, when that identity, idea or symbol is marketed and it is recognizable by more and more people with a certain service or product, when there are many other companies offering the same service or product. So, branding is the activity to make or developing brand more connected emotionally to the customers. Therefore it is makes sense to understand that branding is about getting your prospects to see our brand as the only one that provides a solution to their problem.

There are several objective that a good brand will achieve, included:  Delivers the message clearly
 Simple and Easy to Recoqnized
 Confirms your credibility
 Connects your target prospects emotionally
 Motivates the buyer
 Concretes User Loyalty, dll.
As mention above, we know all the objective is in customer perception, like the fundamental business trush said: “customers build brand not companies”.2 It is true because although companies put out the message, make the tagline of brand and so on, but it is customer who experience the brands and become emotionally connected to those brand and make brand their own that actually build brands. So, we can tell again and again that our product is the best, but until our customers experience it, believe the brand promise, and develop perception of it. Our brand has a little change to growth because the matter is what your customers think about your brand.

What is Brand Positition?

“...Positioning is what you do to the mind of the prospect...” Ries-Trout

Brand Positioning is about how a brand or product perceived in the mind of cunsumers in relation to competitor’s brand in the marketplace. According to Philip Kottler, Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. In other side Ries and Trout also said that “Positioning start with the product. But Positioning is not what you do to the product. Positioning is what you do to the mind of the 1

Kotler, Philip, Kevin Lane Keller, Marketing Management (14th edition), Pearson Education International Mc Graw Hill, 2009.

2

Susan Gunelius, What is Brand?

1

prospect”. From that definition, we know that the goal of brand positioning is to locate the brand in the minds of consumers to maximize the potential benefit to the firm and try to be the first to get into the consumer’s mind.. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, identifying the goals it helps the consumer achieve, and showing how it does so in a unique way.

A good positioning also mush has “foot in the present” and a “foot in...
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