Essay on Developing Brand Positioning Strategy for Canadian Club
Developing branding strategy for Canadian Club
A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case.
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends …show more content…
However, the campaign succeeded as it was relevant to the target audience (young males) and consistent to its brand image as it provoked masculinity and stylishness. Also, it was consistent through all the marketing communications such as billboards, point-of-sale items, radio advertising, out-of-home advertising, in-market events, and experiential elements. In addition it was distinctive to the usual category’s advertising campaigns that usually consisted of stereotyped “sex sells” ads playing on