(PDF) The Strategic Importance of Brand Positioning

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Added on 2021-02-22

(PDF) The Strategic Importance of Brand Positioning

Added on 2021-02-22

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Table of ContentsINTRODUCTION...........................................................................................................................1TASK ..............................................................................................................................................11. Importance of positioning and repositioning for marketers ....................................................12. Meaning of positioning map and also determine Gucci and Primark will be located in map.23. Two methods for utilization of accomplish repositioning ......................................................2CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4

INTRODUCTIONThe positioning and repositioning of brand are very essential for company in terms of increasesales and profitability as compared to competitors (Moon and Kamakura, 2017). This report isbased on Burberry. It is the largest fashion brand in the United Kingdom. Study will explain theimportance of positioning and repositioning for marketers. It will demonstrate positioning mapand also identify on map brands will be located Gucci and Primark. Also, assignment willprovide the two methods of repositioning of brand in the marketplace. TASK 1. Importance of positioning and repositioning for marketers Positioning:Product positioning is an essential component of marketing plan. It is the procedure of marketersutilization to defines the ways to communicate attributes of products to their target consumerswhich are based on consumer wants, competitive pressures, available communication channelsand carefully crafted key information. It makes image of products in consumer mind, outline themost essential advantages which distinguish the goods from same products in the market.Product positioning is very important in different ways such as:Meet expectation of Buyers: It is necessary to identify and meet the needs and expectation ofpurchaser by marketers (Ren and et.al., 2017). Thus, marketers focus on designing and pricing ofproducts according to needs and wants of consumers. This can help to increase consumersatisfaction and fulfil their expectation. Design promotional strategy: It is essential to promote the goods and services by marketers ofBurberry. Thus, they need to make and implement the promotional strategy for marketing ofgoods and services in the marketplace. This can help to increase attraction of consumers towardsthe goods and services of Burberry.Promote consume loyalty: It is necessary to promote loyalty of consumers within the market.Therefore, Burberry's marketing department needs to focus on product positioning which is themost important activity that help to increase consumer loyalty in the market. Face competition:This is the key utilization of product positioning in the marketplace. Thus,company focus on product positioning (Ren and et.al., 2018). Therefore, Burberry can respond tothe challengers effectively. This can improve their competitive strengths. Repositioning: 1

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(PDF) The Strategic Importance of Brand Positioning