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Importance Of Brand Communication In Positioning
Posted By: srikar13* on 9/3/2004 10:20 PM (CST) 250 Points
is brand communication important in positioning of the product?
or brand image (company image) important in positioning of a product

Posted by: vikrant* Accepted Answer
9/4/2004 1:49 AM (CST)
i think u are not clear in ur mind as to what positioning is & how product positioning is communicated.

lets first be clear about what product positioning is.

Product positioning is the occupation of mindspace of customer in a way in which u want the customer to perceive ur product. Positioning is deciding what the product usp is & what it stands for.

this positioning is reinforced through brand communication or Advertising, promotions etc

Company's image doesnt always decide the positioning of the products. Product positioning is decided prior to brand communication & then accordingly positioning is communicated.
 
Posted by: Mushfique Manzoor Accepted Answer
9/4/2004 2:45 AM (CST)
Hi there

by positioning you do not just poistion the product in the shelf in th eupright position.

Remember, positioning is an intangible thing. echoing what Vikrant said, By poistioning you actually try to occupy a portion of the mindspace of customer in your way in which u want the customer to perceive/see ur product. By positioning you make the consumers see your product as Strong/Masculine or Feminine or Kiddish product etc. In a long shot, Through positioning you create the brand image and Brand Personality in the long run.

now, how do you communicate this "Intangible" positioning?? by Brand Communication. This BC includes advertising, promotions etc. While developing positioning you look into a host of factors, i.e. brand name, attributes, key benefits, product deliveries etc.

Through communication you position the product and the brand image is created.

hope this helps

cheers!!
 
Posted by: norquest* Accepted Answer
9/4/2004 6:02 AM (CST)
Yes, Srikar, it is very important.

And as technology barriers break down and competing products become more and more similar to each other, often the only form of differentiation available is brand positioning.

Take Coke and Pepsi and Thums Up for instance. Very clear positioning differences. All are brown coloured sweet liquids with nothing substantial to say for themselves. A rational claim of superiority isn’t possible. So the brand positioning is the primary differentiator.

The communication and the style of communication both contribute to articulating and embodying these differences.

I guess you can see from this example how important this issue is.

Hope this helps clarify the subject in your mind.
 
Posted by: D4Demand Accepted Answer
9/4/2004 12:54 PM (CST)
Let's broaden the brand communication definition, shall we.

At every point that a customer interacts with a company, brand communication takes place. I think you can expand the definition further into the internal company communications which try to make employees aware of what we want the customer to understand. If they know what the customer is expecting, they can at least have a chance of delivering it.

I've noticed that when I go into a Target store, I neve perceive the kind of edgy or hip atmosphere that is presented in their fantastically produced commercials (which I love.) This is what is know as brand dissonance.
This might not happen if the advertising creative team had some input into store design. (better internal brand communications.)
 
Posted by: srikar13* Author Response
9/5/2004 3:46 AM (CST)
Thanks to Vikranth, Mushfique, Rajiv Badlani, D4Demand for ur valuable information on brand communication and about positioning.With ur information
i have started doing my assignment works
Once again thanks for the information.

SREEKAR.R
 
Posted by: jose04 Accepted Answer
9/17/2004 2:32 PM (CST)
Hello Srikar

WHen i read your question, what came to mind was the Book 'Positioning of the Mind' by Al reis and Jack Trout. THe book highlights how brands stick to one's psyche and stays there for a long time despite other brands proposals to you. Often the client does not shift loyalties unless there are compelling reasons like a major reduction in quality, among any drastic change in other marketing mix element/s.

The earlier posts give you sufficient advice and i have nothing much more to say except that you might find another book, 'Corporate COmmunications' written by a friend of mine, Joseph Fernandez, useful. The book also discusses the critical importance of communication in brand and organisational perception. Its expected in the market by Nov 2004. ISBN: 0-7619-9746-6.---Response books (Sage).

Hope these thoughts help!!
 
Posted by: jcmedinave Accepted Answer
9/21/2004 6:40 PM (CST)
If the brand is new and the competition is high, then you will need more communication activities for positioning.

In general, it depends on your present position and the competence.

An useful article:

http://hbswk.hbs.edu/item.jhtml?id=3559&t=career_effectiveness

Bye,

Juan Carlos
 
Posted by: Sharon Moderator Response
9/25/2004 7:40 PM (CST)
Hello all. I am closing this question. This is standard procedure when the question author gets busy and falls out of the conversation for a while – or doesn’t understand the procedure for closing.

Thanks for participating!
 
Posted by: mesunasualihu Member Response
1/30/2008 6:12 AM (CST)
I will be very glad if you could send me some journals on the role of communication in marketing.
 


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