Development of a competitive brand positioning and messaging for a company is a sure way to ensure success of the business (Kesley, 2015). Conventional methods such as whistle blowing and bells will not be applicable in the business if it has an intelligent approach towards brand positioning. When building up a brand positioning is important to determine what the customer need in order to come up with relevant brands. It must be done through putting into account product messaging as well as brand essence. Brand essence considers the vision, attributes and emotion of a brand (Kesley, 2015). Product messaging on the other hand entails translating the brand essence into effective product messaging through consideration of the brand name, category, benefits and differentiations involved. The objective of this paper is to assess the significance of brand positioning as well as the setbacks that are associated with this approach in the business (Kesley, 2015).
Counter argument 1
Consumers in the contemporary world are faced with a variety of products and brands to choose from (Kesley, 2015). Given that most competitors in the market offer similar services and products, it is important to stand out through consistently delivering memorable experience that is positive to the customers each time they encounter the brand of the company (Kesley, 2015). It only achievable through coming up with a better brand positioning. The strategy leaves an impression that is long lasting to the customers. It is because, the more they associate with brands, the more they are likely to purchase the brand rather than that of the competitors (Kesley, 2015). Using of various tactics such as attractive packaging and exciting promotions help to attract the customers and put them into customers that will always come back. It is achieved through identification of the best position for a given brand (Kesley, 2015). Determination of how the brand is currently positioned in the market is going to help in this particular process. Making a unique brand that matches the perception of the customers towards the brand is crucial in attaining intelligent brand positioning (Kesley, 2015).
Counter Argument 2
Moreover, intelligent brand positioning entails making the right marketing decisions at the appropriate time (Sole, 2012). Making the right decisions is all about standing out from the crowd and being unique from the competition. Being different from the competition is not enough though it is important in market perspectives. For instance, if the target market is about environment, informing the customers about the manufacturing process that is eco-friendly is a great idea (Sole, 2012). However, standing out from the crowd must not out do the efforts to be relevant when it comes to brand positioning. It therefore indicates that the brand must be relevant to the target market. It means that the brand positioning strategy aims to serve a need that the target market is conversant with (Sole, 2012). In case the product or service serves, a need that the target market is not conversant with, it is important to educate them in a bid to show them the problem so that it can be solved. For instance, the term halitosis was first used by major mouthwash company to make people aware of a problem that was bad breadth to which they had the solution (Sole, 2012). Similarly, it is important to determine if the decision is in line with overall brand messaging. Intelligent brand positioning put focus on messages that are easily assimilated by the market (Sole, 2012). It is thus important to weigh how the messaging is put in place in that thin distribution of the message and distribution of message into many directions may make the message ineffective (Sole, 2012).
Counter Argument 3
Brand positioning is likely to determine the position of the company in the market as it likely to bring a lot of publicity to the product as well as the company. Brand positioning is likely to help the company in measuring the strength of the brand hence making the company able to determine where it stands in the market and the amount of time it will take to reach the top position. It is also likely to assist the business know how the customers feel about and judges the product hence initiating efforts that will help the product to stay strong and stand out in the competition. Establishing branding of the product is important as it can be used as a tool for promoting the whole business as well as the marketing strategy to help the company in marketing other products.
Not all companies that embrace brand-positioning strategy succeed in marketing and selling their brands (Lauren, 2016). About 40% of new product will fail when introduced in the market. It is due to stiff competition from the products that are already established or lack of appropriate strategies to market the products (Lauren, 2016). Similarly, establishing new products in the market requires huge cost. It is more expensive to multinational companies, as they must market their brands globally. For instance, Gillette Co. supported the introduction of their new products mainly Six-bladed Fusion with a huge marketing budget of approximately $180 million in the U.S and global support that could amount to $1billion (Lauren, 2016). Besides, the new brands company requires a long time to understand the willingness of people to buy and what the type of brand they need. For instance, Kellogg’s needed more than a year to establish their breakfast products in the market (Lauren, 2016).
In addition, the process of brand positioning is always complex especially to organizations that offer a variety of products and services (Lauren, 2016). The process requires extensive research and marketing auditing and a clear branding strategy that will ensure the process becomes nothing but a success. Furthermore, the brand identity concept will only be applicable when the client closely identify with the brand (Lauren, 2016). The process of designing brand is expensive and time consuming as well. The organizations will therefore delegate the tasks to their marketing teams or consultants who will charge the services on hourly basis (Lauren, 2016). The consultants must spend more time with branding mangers discussing the logotype, typography among other elements that should be used in marketing the brand hence making brand positioning an expensive and time-consuming undertaking (Lauren, 2016).
Maintenance of brand is a difficult affair because it involves transformation of preferences of customers (Lauren, 2016). For instance, a company that is dealing with electronic devices might find it difficult to rent-out shelf space in discount or bargain store. It therefore indicates that sustaining brand positioning is difficult (Lauren, 2016). Brand positioning also requires extensive planning and managerial skills hence making it complex to handle. It is because new products that are not established are always marred with resistance hence making it susceptible to lose clients in the end (Lauren, 2016).
As much as there are disadvantages associated with brand positioning, it stands out to be the best approach in marketing products of the company. It is because through brand positioning, the company is put ahead of competition hence making brand positioning significant (Kesley, 2015).
Kesley, B. (2015). Why is Your Brand Positioning Important? Retrieved from http://www.kelseyads.com/why-is-your-brand-positioning-important/
Lauren, L. (2016). The Disadvantages of Brand Identity | Chron.com. Retrieved from http://smallbusiness.chron.com/disadvantages-brand-identity-24599.html
Sole, G. (2012). How to Create Brand Positioning That Breaks Through the NoiseIntelligent.ly. Retrieved from http://blog.intelligent.ly/2012/10/brand-positioning-that-breaks-through-the-noise/