Our writers can help get your essay back on track, take a look at our services to learn more about how we can help. Essay writing service essay marking service place an order in essence, keller outlines the idea behind the concept of brand positioning that involves four aspects target market identification, the nature of competitors, the ideal of points of parity, and the points of difference. Identifying target market is crucial part in establish a robust positioning because dissimilar segment may have diverse brand knowledge structure or perceive the same brand in different way vary by own attitudes, beliefs, and experience. The target customer can be classified as descriptive customer oriented , which associated to the kind of customer or behavioral product oriented , which related to how customers consider of or utilizes the brand or product. The behavioral side is more significant to comprehend brand position due to stronger strategic implication. Decided type of target can, then, implicitly sketches the nature of rivalry because businesses usually target that same segment in terms of category membership. Once the appropriate competitive frame of reference for positioning has been formed, the correct points of parity pops and points of difference pods are able to make.â point of parity pops are characteristics or benefits that may mutual with other brands separated into two forms: category and competitive.

Category point of parity is a standard association expected by customers to show the credibility of companies. Competitive point of parity are associations designed to abolish rivalry point of difference. It is used when firms want to break even the area that competitors are attempting to seek an advantage and achieve advantages in some other areas. To illustrate, to enter in the fast food industry, there are key elements that help customers to label a brand as a fast food restaurant such as quick service, good taste, and low prices. These are fundamental features and benefits of product category that it belongs to. Point of difference, on the other hand, comprises of strong, favorable and unique associations for a brand based on attribute or benefit association in the mind of customer. It is associations that customers believe that they couldn't find in the competitive brand.

It is considered by functional basis, performance related consideration and imagery related criterion, which are competitive strengths and insight about consumers' motivations. Reeves and ted bates advertising agency 1950 also support the common concept of pods in terms of unique selling proposition usp that promoting use to compel customers to buy product that competitors could not race. For instance, fast food chain subway uses the healthier benefit as pods compared with other quick serve restaurants that supported by less fat attribute.

Marketers must certify that their brands constantly amend to stay s, at the same time as keeping on the true core values aaker, 1991 keller, 19. There are many reasons that make a firm to reconsider about its brand position which could be environmentally driven, consumer driven, competitor driven, and company driven. The environmentally driven can cause by economic issue, political issue, or the green movement. Consumer driven is able to be the change of consumer needs and lifestyles or the attractiveness of alternative target markets. Moreover, the driven from internal of company usually be a change in company strategy or gaining of new technology or other asset that provides the brand a competitive advantage and valuable differentiator. Finally, the essential reason that affects a brand to reposition is the competitor movement. Markets are shredded and full with proposition that rivals try to display their point of different and superior positioning.

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Often, competitive advantages survive for only a short period before competitors attempt to match them, which may harm the brand positioning in terms of building satisfactory distinction benefits over their contenders clancy and trout, 2002. Thus, brand should react by using repositioning strategy to change and stay contemporary and fresh in the eyes of customers. Trout and ries propose an idea of the repositioning that involve with competition, change, and crisis issues. Firstly, repositioning can compete the rival by discriminate the brand or product and add value to it. Secondly, since time pass by, brand should update itself and make connection to target customer by using technology and communication and multimedia assets.

Ryan et al also gives the meaning of repositioning that is the way to re adapt brand position the consumer's thought to change the way in which a firm's product or service is apprehend. Who wrote this essay request removal example essays basically, positioning and repositioning are the same they are both process of gettingâ ownership of a place in the thoughts of the target market that is proper, differentiating and fascinating. Likewise, bases on the customer based brand equity cbbe model settled by keller in 1993 which defined as the different effect that consumer knowledge has on the customer's response to marketing activity. To clarify, this paper will show the illustration of two repositioned brand of the automobile industry in both successful and fail way. Begin with brand that succeed in repositioning that is mini, the mini original named mini is one of the most well known brands in the car industry, and indeed the most prosperous british car in terms of volume sold birmingham mini owners club, 2002. It was originally designed for four people seat, in a small size, practical, easy to park and economical.

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This reacted to a fuel scarcity, and the increasing demand for proficient urban cars. The mini cooper was designed and commercialized as a faster and sporty version of the mini that would allow the car to compete successfully in rallying. Due to the combination of the mini's rallying success and celebrity style reputation so it became a necessary fashion accessory. The mini cooper's status was variable between the 1970s and the 1980s as the license for the brand was sold to spanish and italian companies.

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In 1994, bmw bought the rover group, the owner of the mini and launched the line in 20. Bmw still used the mini brand to unite old and new to form explicit and consistence profile, but a bit change in name from mini to mini. It target young groups of customers that are urbane, stylish, individualistic or characteristically take their own path, value and quality consider, love to drive, and a trendsetter.