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What is the difference between Brand Positioning and Product Positioning?

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Question added by Ashraf Alsinglawi , Medical Supply Chain Planner , International Committee of the Red Cross
Date Posted: 2013/09/23
Kenzi Labib
by Kenzi Labib , Sales & Marketing Executive / Public Relation , Hotel Dynamics HDG Marketing programs - with Nile Hilton Egypt & Intercontinental City Stars.

Brand Name logo how its stronge compering with competitors, Also according segmentation type.  Product positioning According Segment-coverage  comparing with compititoers in the same market, Also according profit market share. So if its right answer i wish to have job soon in Dubai.

 

Hany Sewilam Abdel Hamid
by Hany Sewilam Abdel Hamid , Director of Sales and Marketing , Creative Sense

Dear Ashraf,

 

Brand Positioning is the distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the communication mix.

 

Product Positioning represents how it is perceived relative to the competition on the determinant attributes desired by each segment.

 

Please Ashraf, Download this Presentation to know all the details about the Brand & Product positioning.

 

SlideShare: http://www.slideshare.net/gilda_girish/product-brand-positioning

 

Regards,

 

Hany Sewilam AbdelHamid

Business Development Manager [Sales & Marketing]

Entrepreneurship Coach & Consultant - MENA

 

- facebook.com/Orkanza

- twitter.com/HanySewilam

Upasana Arora
by Upasana Arora , Marketing Specialist & Strategic Consultant , National Group
Usman Gani Shaikh
by Usman Gani Shaikh , Manager , Horizon Advertising, Events & Promotion

What Is Branding?

Branding refers to what your customers think or feel when they hear a specific word. When you hear “Apple,” you have a specific impression of what that company stands for. It might be your love of Mac computers, your experience with their iPhone, or how you perceive their products as sleek and innovative.

Established brands have some meaning to you. They can be companies like “Microsoft,” “McDonalds” or “Starbucks.” They can be products like the “iPhone” or “Playstation.” Or they can be people like “Bill Gates,” “George W. Bush,” or “Oprah Winfrey.”

What Is Positioning?

Positioning refers to your position “relative to” or “against” your competitors. For instance, Apple positions itself as a more efficient alternative to a PC with their “I’m a Mac, I’m a PC” commercials. Positioning takes into account how you meaningfully differentiate yourself from competitors and what makes you unique or special.

In other words, positioning is the foundation for which you establish your brand in the long-term. You can control your “positioning” by creating a unique selling proposition and using it in all your advertising. Over time, as people become aware of your products and services, you start building your brand in your prospects’ and customers’ minds.

Positioning is something you can do now. Branding takes time, consistency and money to develop.

 

 

Bill Shukla
by Bill Shukla , Executive Vice President , Thermax Ltd

Branding and Positioning are elements of a Diffrentiation Startegy in a crowded market place. bu these can only do so much. These efforts need to be backed by credible features and benefits to consumer.

Ultimately there are only two ways for growth - Diffrentiation or Low prices. if a company does not have either, then it is confused and in the middle and we all know what happens to people who are in middle -- they get run over !!

Deleted user
by Deleted user

Simply first one is the “umbrella”, while some products should drop down from with different Position thus behavior that belongs to its own personality.

X. Cuison
by X. Cuison , ASSISTANT BRAND MANAGER , Al Futtaim Group

Hmmm. Their answers have covered it.

I think, I'll just site an example. :

Apple - good brand positioning

Iphone5C - bad product positioning 

 

 

Omer Farooq
by Omer Farooq , Area Sales Manager , PepsiCo

Brand is intangible so its only the image that is why brand positioning is more important than product. Also if the brand is positioned well it will automatically help position product.

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