Imagine for a minute the experience consumers encounter when grocery shopping. As they enter a store or navigate online, in any given category, people will contend with similar product stories and formulations or ingredient claims alongside similar product packaging. Given the continued proliferation of brands, flavors, and forms, it can be a bit of a blur, perhaps bordering on confusing.
The recent criticism of the new identity for Jaguar has focused attention on when repositioning of a brand is necessary and effective. The positioning of a brand is defined by the psychological space the brand occupies in the minds of consumers: the unique identity of the brand in terms of what it is (and is not), what value it provides, and how it differs from competitors.
Recently, the research and marketing community quietly lost one of its brightest, most innovative thinkers and practitioners.
Brand positioning is a vital marketing strategy that aims to create a distinct place for a product or service in the minds of consumers. In 1969, Jack Trout and his partner, Al Ries, introduced the now highly valued concept of positioning in the paper “Positioning Is A Game People Play In Today’s Me-Too Market Place.” This became the genesis of their ground-breaking first book, Positioning: The Battle for Your Mind. Positioning quickly grew into one...
Perhaps the most important brand management activity is positioning the brand properly. A key component in positioning is the brand promise. Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day.
