History of Branding The word “brand” is derived from the Old Norse brand meaning “to burn,” which refers to the practice of producers burning their mark (or brand) onto their products. Italians are considered among the first to use brands in the form of watermarks on paper in the 1200s. However, in mass-marketing, this concept originated in the nineteenth century with the introduction of packaged goods. The Coca-Cola logo is an example of… Read More »History of Branding

What Is a Brand? As we start our exploration of brand and its role in marketing, take a few minutes to watch the following video about Coca-Cola, which is perhaps one of the most iconic brands of all time. As you watch this video, look and listen for the all the different elements that contribute to the thing we call a “brand.” Click here to read a transcript of the video. Brands are… Read More »What Is a Brand?

Introduction to Elements of Brand What you’ll learn to do: describe the elements of brand and how brands add value to an organization’s products and services If you walk through a parking lot at school, work, or the local mall, chances are good that you could identify all the car brands just by looking at hood emblems. When you spot someone with a “swoosh” on her T-shirt, you probably already know she’s wearing Nike-brand apparel… Read More »the elements of brand and how brands add value to an organization’s products and services

Why It Matters: Branding Why learn about branding? Pop Quiz! Instructions: Grab a piece of paper and jot down answers to the following questions: What is your favorite brand of clothing? Why is it your favorite? List a word or phrase that describes how this brand makes you feel: What is your favorite brand of car? Why is it your favorite? List a word or phrase that describes how this brand makes… Read More »Why It Matters: Branding

Putting It Together: Positioning Positioning Your Way Out of Obscurity Let’s get back to the challenge that started this module: how to position and differentiate a company in a crowded field of competitors. You’ll recall that you have a swell job at a newish events management company called Shindiggity. The company is struggling to find ways of setting itself apart in a crowded and growing field. At the company retreat, you have… Read More »Putting It Together: Positioning

Introduction to Implementing a Positioning Strategy What you’ll learn to do: describe the process of implementing a positioning strategy With your new positioning strategy and a well-formulated positioning statement, you are poised to take action. But . . . how, exactly? What comes next is more familiar than you might think: You head back to the fundamentals of the marketing mix. The positioning strategy helps guide your adjustments to product, price, place (distribution),… Read More »Introduction to Implementing a Positioning Strategy

Repositioning LEARNING OBJECTIVES Explain repositioning and the associated risks and complexities of repositioning a product or service When It’s Time to Change Direction After they are initially introduced to the market, products, services, and brands are constantly being repositioned as a result of changes in competitive and market situations. Repositioning involves changing the market’s perceptions of an offering so that it can compete more effectively in its present market or in… Read More »Repositioning

Introduction to Repositioning What you’ll learn to do: explain repositioning and the associated risks and complexities of repositioning a product or service Positioning is a powerful tool, but when you position a product, service, or brand, the world doesn’t stand still. Market conditions change. Your customers and competitors change. You change. Positioning should be designed to last. But for most offerings, you’ll eventually need to revisit your positioning strategy and consider… Read More »Introduction to Repositioning

Introduction to Developing Positioning Statements What you’ll learn to do: develop and evaluate positioning statements based on defined criteria After marketers work through the process of homing in on the best positioning strategy, they arrive at the final step: the positioning statement. The positioning statement reflects everything you’ve learned up to that point about how your product, service, or brand can best reach your target segment. As a document, it explains exactly… Read More »Developing Positioning Statements

The Positioning Process LEARNING OBJECTIVES Explain the concept of competitive advantage and how it relates to positioning strategy Differentiate between product features and benefits Explain positioning (perceptual) maps Identify common positioning strategies Getting to the Right Position Arriving at the best positioning and differentiation strategy involves a process. The goal of the process is to design an identity that both confirms the value of the product, service, or brand in the… Read More »The Positioning Process