Brand Positioning Essay Example | Topics and Well Written Essays - 2500 words

Brand Positioning - stress ExampleThere is now a strong emphasis on set doing with the explicit communication of a vision in the whole organisation where strong brands are more than mere trademarks that people recognise. In the generation of a branding idea and implementation of the same to build a brand profile, organisations behind the strong brands have managed to build a brand identity element. Brand identity should help establish a relationship between the brand and the customer by generating a jimmy proposition involving functional, emotional or self-expressive benefits (Aaker 1991).While the consumers behaviour is based on a brand, and the reasons for choosing an associated intersection may depend on various factors including peer reference, peer approval, or other social factors beyond the look control of the brands investor, the brands foodstuffing mix is definitely within the investors control, and something that demands big budget investment. Therefore, investors and researchers are always implicated about the actual effects and results of marketing comp whizznts including ad, sales promotions, and company emblems - upon the consumers perception and their consequence upon brand equity. In the last decade, a lot of research has been dedicated to conceptualizing and measuring customer-based brand equity. However, apart from putting onward various influencing factors, no integrative framework has so far been developed to account for the complex mental processes underlying the formation of customer-based brand equity. In this context, this paper attempts to propose such a framework by drawing on the theory of the Elaboration Likelihood Model. (Kotler, 1997) This has been firstly discussed in the case of the Coca gage Company. A soft drink giant, the Coca Cola company shifted its strategy from mass marketing to product variety market and then to target marketing so as to cater to the growing market for soft drink products. Its strategy can be studied under the elaboration likelihood stick as it wanted to be a forerunner in the market where soft drink brands were appear with each passing day. The choice of the Elaboration likelihood Model was one that came directly from the consumer oriented characteristics of brand equity and brand knowledge. Elaboration Likelihood Model identified message relevance as one of these factors. According to this model, when message relevance is high, individuals will actively process and evaluate the information in the advertisement when forming or changing attitudes. (Aaker, 1991) When message relevance is low, individuals will not actively process the information in the advertisement, but will instead rely on peripheral message cues to form or trade attitudes. Brand Identity is that element of customer perception and awareness which has its focus in the results of a genuine kind of projection through the brand equity building measures. This calls for an integrative model which will approve the basic elements of the brand identity and brand equity concepts so as to create a program for the effective discussion of the Elaboration Likelihood Model. This has been of special relevance for the Coca Cola company as far as its foray into target market and product variation is concerned. (Kotler, 1997) An integrative mode