Brand Positioning Brand Positioning Positioning is owning a piece of consumer’s mind‚ Positioning is not what you do to a product It’s what you do to the mind of the prospect You position the product in the prospect’s mind ‘It’s incorrect to call it Product Positioning’ – Ries & Trout Brand Positioning is owning a piece of customer’s mind. It’s not what a marketer does to its brand but how it is perceived in the mind of the customer. For this‚ a brand has to be distinctive‚ relevant
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their competition. Perceptual maps can have any number of dimensions but the most common is two dimensions. The first perceptual map below shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable. This sample of consumers felt Porsche was the sportiest and classiest of the cars in the study (top right corner). They felt Plymouthwas most practical and conservative (bottom left corner). Perceptual Map of Competing Products Cars that
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Fiat Stilo: Positioning Problem Statement Fiat is doing poorly in the Spanish market due to poor customer perception. The company wishes to launch the new Fiat Stilo with hopes of obtaining profit in Spain. Fiat must choose in which way it should position the new model so that it can reshape the way Spanish consumers perceive their brand. Situation Analysis Customers: In Spain‚ the automobile sector is divided into segments depending on the specifics of the vehicle‚ mainly size and type
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HR Professional Map Effective Hr professional should understand the business and contribute to the goals and the mission. This can be done by understanding the HR professional map- the areas of practice and by adopting the behaviour and knowledge specific to each area on a specific level of competence. The benefit of the map is understanding the functions within HR (10 professional areas) and what we need to do‚ to know and very important- how we need to do it (best practice) at 4 levels of competence
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Advertising and Public Relations | | Executive Summary Best known for their “Just do it” branding‚ Nike was founded in 1955 by an athlete named Phil Knight who ran track for Bill Bowerman. Originally starting as a footwear distributor for a company known today as “ASICS”‚ the founders of the company decided to take a different approach to their business. When they launched their Nike line‚ they realized that having an athlete endorse their shoes would be a great way to reach out to the world
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Nokia Brand’s Positioning Nokia was named the 5th Best Global Brand in 2007 and has been one of the 10 best global brands for almost a decade. So what makes Nokia Brand so valuable and what is Nokia’s value proposition? As Tam Harbert of Electronic Business magazine has put it: "If Nokia Corp. were a person‚ it would be young‚ sexy‚ sophisticated‚ hip and generally "with it"". Nokia newly released high-end phones aimed at both the consumer and business user and is showing strength in both emerging
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1. Basic Situation Setting: Denard and Geatland Time: Between 700 and 1000A.D. Place: Herot Major Characters: Beowulf and Grendel 2. Basic Situation Setting: Denard and Geatland Time: Between 700 and 1000A.D. Place: Herot Major Characters: Beowulf and Grendel The battle between the dragon and Beowulf The battle between the dragon and Beowulf Grendel attacks the Herot‚ Beowulf defeats and kills Grendel Grendel attacks the Herot‚ Beowulf defeats and kills Grendel The battle
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Porter’s Generic Strategy The overall cost leadership is the most appropriate strategy for Indomie (mie goreng) as the dominant market leader in response to the price war competition in the market with their follower and challenger. To compete effectively in price-sensitive market such as instant noodles‚ Indofood concentrates upon achieving the lowest costs of production and distribution costs with setting its prices at a lower level than its competitors (Kotler‚ 2003). This is the choice of generic
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"Brand positioning is an attempt to create and maintain a unique representation of the brand in customer’s mind‚ a representation that is expected to stimulate choice of that brand" (Rossiter‚ 2005‚ p.42). Positioning‚ in fact‚ refers to how customers think about different brands in a market. Through brand positioning a company attempts to build a sustainable competitive advantage on product attributes in the consumer’s mind. Nevertheless‚ developing a successful positioning strategy is not easy
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is written mainly to remind myself of the steps I go through when making a map…much of this will sound like a lecture but it’s how I work and what I’m thinking‚ my steps might not be perfect and my observations might be incorrect. Next‚ look at a GLOBE of the earth not a flat map‚ this is because a flat map will distort things near the poles to make them look larger than they really are (Greenland looks huge on a flat map). Get the proportions of landmass to ocean roughly in your mind (our earth
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