Comparative characteristics of brand strategies
The brand is the highest achievement of management strategy and marketing policy. After all, in order to win and maintain popularity, the goods, as you know, need to be individualized, given associations and images, giving it distinctive features. Only then will he evoke a stable attachment to himself.
Forming the brand, it is technologically accepted to break into three stages: positioning, defining the strategy and promoting it. They can be implemented in parallel or eliminated - depending on the initial situation or if necessary, arising during the work. But all three require a serious approach to analyzing the market, advertising competitors, studying consumers.
Brand positioning is the allocation …show more content…
Positioning for profit is used if the brand is significantly different from others in its ability to provide a certain benefit. Such positioning is effective when there is a sufficiently large number of people to whom such a benefit is important and which can determine it for themselves.
Target positioning requires that all marketing activities focus on the target audience, it can be determined by demographic, economic, geographical, ethnic or other characteristics. If the target position is effective, representatives of the target audience begin to think that the brand is better than others to satisfy their needs.
With price positioning, the brand acquires a certain image depending on whether it is the cheapest or the most expensive in the category.
The positioning of the distribution is to distribute in a way that is not used by competitors. This helps create a unique image for the brand, which is difficult to differentiate in the market in a different way, a brand that has many competitors in this market …show more content…
It consists of six stages: top of mind, brand, brand, image territory, value, role vision.
After determining the basic concept of the brand, the final choice of the complex "positioning + title + design" takes place. For this, a creative concept is developed, including the generation of ideas for the creative decision of the accepted positioning, the evaluation of ideas and the choice of two or three alternative options, their detailed elaboration. Choosing the most attractive concept, define design options for several names, model packaging options, labels. Next, an expert assessment of design, testing of its options on the target audience, adjustment of design elements.
Traditionally, the "pushing" of goods to the consumer can use one kind or combination of four main types of promotion: advertising, sales promotion, personal sales and the formation of public
The brand is the highest achievement of management strategy and marketing policy. After all, in order to win and maintain popularity, the goods, as you know, need to be individualized, given associations and images, giving it distinctive features. Only then will he evoke a stable attachment to himself.
Forming the brand, it is technologically accepted to break into three stages: positioning, defining the strategy and promoting it. They can be implemented in parallel or eliminated - depending on the initial situation or if necessary, arising during the work. But all three require a serious approach to analyzing the market, advertising competitors, studying consumers.
Brand positioning is the allocation …show more content…
Positioning for profit is used if the brand is significantly different from others in its ability to provide a certain benefit. Such positioning is effective when there is a sufficiently large number of people to whom such a benefit is important and which can determine it for themselves.
Target positioning requires that all marketing activities focus on the target audience, it can be determined by demographic, economic, geographical, ethnic or other characteristics. If the target position is effective, representatives of the target audience begin to think that the brand is better than others to satisfy their needs.
With price positioning, the brand acquires a certain image depending on whether it is the cheapest or the most expensive in the category.
The positioning of the distribution is to distribute in a way that is not used by competitors. This helps create a unique image for the brand, which is difficult to differentiate in the market in a different way, a brand that has many competitors in this market …show more content…
It consists of six stages: top of mind, brand, brand, image territory, value, role vision.
After determining the basic concept of the brand, the final choice of the complex "positioning + title + design" takes place. For this, a creative concept is developed, including the generation of ideas for the creative decision of the accepted positioning, the evaluation of ideas and the choice of two or three alternative options, their detailed elaboration. Choosing the most attractive concept, define design options for several names, model packaging options, labels. Next, an expert assessment of design, testing of its options on the target audience, adjustment of design elements.
Traditionally, the "pushing" of goods to the consumer can use one kind or combination of four main types of promotion: advertising, sales promotion, personal sales and the formation of public