• Marketing Positioning Process

Marketing Positioning Process

Positioning is something that happens in the minds of the target market. It is the of a particular company, product or service in relation to their perceptions of the competitors in the same category.

It will happen whether or not a company’s management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. In marketing, by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the ‘relative competitive comparison’ their product occupies in a given market as perceived by the target market. Involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

Impact the process that building a strong brand. The factors include brand positioning, the brand name selection, brand sponsorship, and brand development. Building brand identity in competitive markets: a conceptual model Bhimrao M. Positioning the brand, communicating the brand message. Leaders in the outcome of the branding process, giving them both. This is the step where your brand positioning comes together – or not.

On February 12th, 2010 said Great article. I would like to offer perspective on a couple of underlying inferences in the outlined approach. 1) Every brand owns ‘a’ singular position — this is more a desire of marketers than a marketplace reality. Brands maintain different relationships with different people. As such, positioning should be treated as more of a sliding scale than an absolute.

Taking this approach yields a strategy that ladders the range of opinions inside and outside of the managing organization to a compelling destination. 2) A brand can be positioned by simply aligning marketing efforts with identified white space — this is somewhat true. However, there exist challenges that extend beyond the development of a strategic plan.

Influencing collaboration among working adults is not easy, but required in order to achieve the intentions of a plan. Marketers can influence more genuine support by assessing and developing strategies to influence enterpise-wide adoption of their positioning strategies. In summary, the process of positioning extends beyond a communication strategy. Positioning should help employees create windows of meaning customers will open, personalize and tell others they too should do the same.

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