Essay on What Is Brand Positioning?

797 Words May 12th, 2016 4 Pages
What is Brand Positioning?
Web finance (2016) defines positioning as a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Google has done well with this by offering numerous products within the field of technology. Many new technology fads that are popular to consumers have been created under the parent company of Google. Because Google is a trusted and popular search engine, when new products are introduced consumers may be more willing to try them. Kotler and Keller (2016) state that positioning requires that marketers define and communicate similarities and differences between their brand and its competitors. They list the requirements as (1) choosing a competitive frame of reference, (2) identifying points of parity and points of difference, and (3) creating a brand mantra.
Competitive frame of reference
First a marketing manager must analyze competitors. To choose a competitive frame of reference you must analyze similar products in that field. Google Chromecast is a device that streams media to your TV from multiple devices like cell phones and laptops. Similar products include Amazon Fire T.V. and Roku media streaming products. Internet business weekly (2014, para. 4) describes Amazon Fire TV as “a device that plugs into your HDTV for easy and instant access to Netflix, Prime Instant Video, Hulu Plus, WatchESPN, SHOWTIME, low-cost video rentals, and much more. Fire TV also brings photos,…

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