Premium Essay

Brand Positioning and Values

In: Business and Management

Submitted By azreen0625
Words 1020
Pages 5
3.0 BRAND POSITIONING AND VALUES

3.1 Bagman Brand Elements

Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. (Kotler & Keller, 2012) The real challenge is to understand whether or not the consumers think and feel if they only know about these brand elements. For example, a brand name might reflect the whole company and its business, from the eyes of the consumers.
Brand elements play an important role in brand-building, where it might influence the minds of consumers who doesn’t need or use product information in making purchase decisions. A brand should be easy to recall but at the same time descriptive and persuasive in order for consumers to repeat purchases and be confident that they are familiar with the brand. In Bagman’s case, we have identified a few brand elements that are used, which are the Brand Name, Logo, Tagline and Designs.

3.1.1 Brand Name

A Brand name is the part of the brand that can be spoken, including letters and words. Usually, what is understood is that brand names simplifies shopping, guarantees a certain level of quality and allow the brand’s self-expression. The importance of a brand name are usually that it deliver the message of the brand clearly, confirming the brand’s credibility and connects to the brand’s targeted prospects emotionally, motivates the consumers, strengthening consumer loyalty and most importantly, the brand name defines the attributes of the product.

“Bagman” is the brand name, where it represents the entire brand itself, and the logo is the brand name. Choosing the brand name to be symbolised as the logo is a smart move on Bagman’s part, as it strengthens the brand awareness and recall for consumers. Analysing the brand name,…...

Similar Documents

Premium Essay

Brand Positioning Through the Consumers’ Lens

...Dissertation „Brand Positioning Through the Consumers’ Lens“ Verfasserin / Verfasser Mag. rer. soc. oec. Christoph Fuchs Angestrebter akademischer Grad Ph. D. (Doctor of Philosophy) Wien, im April 2008 Studienkennzahl lt. Studienblatt: Dissertationsgebiet lt. Studienblatt: Betreuer / Betreuerin: A 094 146 Management Univ.-Prof. Dr. Adamantios Diamantopoulos ii ACKNOWLEDGMENTS I would like to thank Univ. Prof. Adamantios Diamantopoulos, Ph. D., for the supervision of this dissertation and for being my mentor over the last four years. I would also like to thank o. Univ. Prof. Dr. Dr. h.c. Udo Wagner, Associate Professor Kevin E. Voss, Ph. D., Professor William E. Baker, Ph. D., and o. Univ. Prof. Bodo B. Schlegelmilch, Ph. D., D. Litt, for their excellent comments on the issue of positioning effectiveness measurement. Furthermore, I am indebted to Dr. Daniel Hoppe, ao. Univ. Prof. Dr. Elfriede Penz, and Professor Rajan Varadarajan, Ph. D., for valuable comments on the qualitative study conducted in Chapter 3. Moreover, I would like to thank Florian Mailänder and Mag. Fritz Alexander from Research International Ltd. for their agreement to collaborate on the scale development project (Chapter 5) and for their valuable input from the practitioners’ side. iii iv ABSTRACT Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to......

Words: 12483 - Pages: 50

Premium Essay

Brand Positioning

...for people by not charging for the wifi. The airline can give a minimal price increase to the food for purchase to cover the cost of the free wifi services. People that are hungry are willing to pay a little more for food on the airplane than they normally would. The customers will benefit from the experience because its free, its entertaining, and it gives them the ability to complete task that need to done as they travel. The contact point failures fall up under the umbrella of customer service. Customer service is vital in the success of an airline. Legroom and wifi are related to customer service and onboard experience. The roomy legroom and free wifi are passenger conveniences that are simple task but have the ability to create value. The more comfortable someone feels then the more relaxed they are. Customers on an airplane need to feel that same experience. The free wifi keeps a passenger occupied while flying. Some can do their homework, business proposal, connect with loved ones, and they can even complain to an airline before stepping foot off the plane. For example: If you’re social media-savvy, try to stir up some conversation using Twitter or Facebook. If you find yourself in a line at the airport with 100 other people trying to rebook a cancelled flight, tweet a plea to the airline. It’s worked for customers of Delta, which monitors Twitter for signs of client distress (Barlow, 2011). The ability to create a better onboard experience where the......

Words: 1031 - Pages: 5

Premium Essay

Value, Brand, Quality Strategy

...1. Value Strategy Definition: In defining Value, we begin by following Porters (1980) in considering a vertical chain extending from supplier of resources to firms, through firms, to buyers of products and services from firms. Value is created by such a vertical chain of players as a whole. In particular, vale creation depends on the characterises of all three categories of player in the chain- suppliers, firms, and buyers. Why choose this strategy: - Used by management of a firm focused on developing and executing strategies that helps increase revenue, improve marketing return on investment and maximize business operation efficiencies. - The value strategy helps product and professional service firms build a scalable, competitive advantage by integrating their sales, marketing strategy, operations and financial management into one revenue capture process. Example: One of the most obvious examples of strategic value is reducing competition. More recently, many of Microsoft’s company acquisitions have been viewed as Bill Gates reducing competition. The American government, and some in Europe, dragged Bill Gates into court in an attempt to reduce his monopolistic influence in the global economy. 2. Brand equity strategy Definition: Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity. A brand strategy can be thought of as the translation of the business strategy for the marketplace. It defines the manner......

Words: 589 - Pages: 3

Premium Essay

Brand Value

...Bonnie Tran 23 October 2013 Bus 130 M/W 3-4:25 Take-home Assignment: Brands with Strong Brand Value In my research of brands with strong brand value, I have found three that stand out: Disney, BMW, and Nike. Disney: For decades Disney have built branded franchises across the many facets of family entertainment. Their brand continues to succeed in taking a core idea, developing it through film and television, and then extending the property into toys/merchandising, theme parks, DVDs, and video games. They have gained even more popularity among gamers for its highly anticipated Disney Infinity video game platform that debuted two months ago with its Toy Story in Space Play Set. By bridging the gap between action figures and gaming, inclusion of Disney characters and Pixar characters into the same environment, Disney has succeeded in engaging a new generation. By adapting and evolving with its consumers, they have remained popular, relatable, and successful. And according to Interbrand, “as long as they continue to evolve how its core brand delivers against the ideas that have made it relevant for generations, the company will continue to be one of the world’s most valuable entertainment and media powerhouses for the foreseeable future.” Disney’s brand has been imbedded into million’s of hearts world wide for decades. When you see their brand on toys, products, theme parks, movies, you relate them to being kid-friendly, family-approved, and of a happy nature. Disney brings...

Words: 709 - Pages: 3

Free Essay

Brand Value

...U I I C I M I FXFPIITIV F ''"^ ^ '"'^" ^ ^^'" ^ ^^^' " °^^^^^ ^ holistic , integrate d approac h t o understandin g th e valu e create d b y brands . Accordin g t o th e model , bran d valu e creatio n begin s wit h th e firm' s marketin g activity . Thi s influence s customer s who , i n turn , affec t ho w th e bran d perform s i n th e marketplac e an d i s ultimatel y value d b y th e financia l community . Thre e importan t multiplier s moderat e th e exten t o f transfe r betwee n thes e valu e stages : th e progra m qualit y multiplier , th e marketplac e condition s multiplier , an d th e investo r sentimen t multiplier . bran d i n term s o f ho w i t perform s i n th e marketplace—th e aggregat e o f individua l custome r action s regardin g quantit y pur - chase d an d th e pric e tlia t the y pay . Finally , tli e investmen t com - munit y consider s bran d performanc e an d othe r factors , suc h a s replacemen t cos t an d purchas e pric e i n acquisitions , i n term s o f thei r futur e prospect s (growt h rate ) t o arriv e a t ii n assessmen t o f shareholde r valu e i n genera l an d bran d valu e i n particular . Th e mode l als o assume s tha t a numbe r ...

Words: 1454 - Pages: 6

Premium Essay

Brand Positioning

...Brand Positioning, Vision, and Loyalty Brand Identity and Marketing Communication: BUS 4033 Unit 1 Assignment 1 Heather Dowell I found that consumer loyalties are high in bath tissues, and toiletries such as toothpaste contact solutions, toothbrushes, and cleaners such as laundry detergents etc. The common brands among all the consumers in my survey were Bounty, Tide, ECO, Listerine, Crest, Clorox Bleach, and Charmin. I believe this is because of a comfort. When they explained their loyalties it was mostly because of “well my mom always used it” or “well its always worked for me before.” I did have an interesting common answer. It was worded differently among the different consumers but essentially the same response for the cleaners, with there being so many different chemicals out there when they found one that worked they stuck with it because they felt uncomfortable using or trying so many different chemicals in their home. But there hasn’t been an organic cleaner that has convinced them it will actually work well enough for them to purchase and try. Consumer attitudes and behavior patterns affect marketing strategies in every way. This is a prime example. For organic cleaning supplies we need to market them stronger to push people like this who want to try something else but are to set in their comfort zone to actually want to try them. Set up sample tables down the cleaning aisle at stores and what not. Just to get them to try a little bit to......

Words: 293 - Pages: 2

Free Essay

Brand Positioning

...Market positioning is about identity: who your brand or company is in the marketplace vis-à-vis the competition and in the eyes of the customer. Once you see who you are, you can determine who you want to be. Traditionally, the people responsible for positioning brands have concentrated on points of difference – the benefits that set each brand apart from the competition. Such points of differentiation are, in many cases, what consumers remember about a brand. But points of differentiation alone are not enough to sustain a brand against competitors. Effective brand positioning requires not only careful consideration of a brand’s points of difference, but also of what we call its points of parity with other products. Points of parity are the associations that are not necessarily unique to the brand but may be shared with other brands. Consumer might not consider a bank truly a “bank” unless it offers checking and saving plans, safe-deposit boxes, home loans etc. the approach you sue to meet these minimum requirements for planning the game will depend on where your product is in its life cycle. In contrast, strong, favorable, unique associations that distinguish a brand from others in the same frame of reference are fundamental to successful brand positioning. There are two questions to ask about your brand’s point of difference: are they desirable to customers and can you deliver them? First of all, desirability – to qualify as desirable, a point of difference must...

Words: 380 - Pages: 2

Free Essay

Social Value of Brands

...Introduction Social Value of Brand is defined for users as the extent to which people share information about a brand as part of their everyday social lives according to Michael Bartl and for companies, it is the share of brand’s equity which result from social interaction among brand users. It occurs when there is interface between consumers and the brand. Nowadays, consumers are more interconnected with value of the brand they consumed and see different aspects with it. For example, when consumers think about Burger King, some of them will think of it as one of the delicious and comfort food for people, but on the other hand, other consumers may think of the brand as a crippling part of health and a cause of obesity. It is not true that brand social role is always positive in this society. There are seven factors that represents one of the most powerful at our disposal for positive social change which is called the Seven Social Wins. The Seven Social Wins include the ff: 1. Brands foster customer loyalty that leads more reliable company earnings and more sustainable levels of employment and wealth creation. 2. Brands are a spur to innovation. 3. Brands provide a reliable mechanism for consumer protection. 4. Brands create pressure for corporate social responsibility. 5. Brands provide a platform for corporate social leadership. 6. Brands play a progressive social role that create for the not-for-profit sector. 7. There is a sense in which......

Words: 2249 - Pages: 9

Premium Essay

Primary Value of the Brand Siddhalepa

...Primary value of the brand Siddhalepa Siddhalepa is one of the well recognized herbal trademarks in Sri Lanka, Which mainly concern about the human well being and sanitary problems. Ayurveda can be defined in holistic form of medicine affected from natural resources which makes an enhancing healthy way of life from the ancient time.  It is established on a perception of safety and efficacy when using Ayurveda products, which unambiguously avoid destructive side effects, providing the foundation of quality standards.  The outcome has been traditional and realistically environmental friendly and consumer friendly natural medicinal products. When studying on primary value of the brand and the organization value generation process they have followed a 5 step marketing process 1. Understand the market place and customer needs and wants 2. Design a customer driven marketing strategy 3. Construct an integrated that delivers superior value 4. Build profitable relationships and create customer delight 5. Capture values from customers to create profits and customer equity Understanding the market place and customer needs means understanding the needs wants and demands of the customers and what the market offerings for the customers are. Market offerings means some combinations of products, services, information or experience offered to a market to satisfy a need or a want. One of the important points in understanding the market place is value and satisfaction......

Words: 1534 - Pages: 7

Premium Essay

Brand Positioning

...APPLE positioning statements for Apple “Technology shouldn’t be intimidating or frustrating. We make it simple enough so you can be engaged right away, do more and get more, with every Apple product you are use. "To make a contribution to the world by making tools for the mind that advance humankind." Apple's brand position has evolved, but today's brand is still consistent with these early promises. Apple has a branding strategy that focuses on the emotions. The starting point is how an Apple product experience makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers. Apple's core competence remains delivering exceptional customer experience through superb user interfaces. The company's product strategy is based around this, with the iPhone (with it's touch screen "gestures" that are re-used on the iPad), Mac, iCloud, iTunes, and the Apps Store all playing key roles. THE distinctive feature of each of Apple Pay and Apple Watch remains the customer experience of an elegant user interface and simplicity of use. Starting with a major re-vitalisation of the Apple brand when the iPod was launched in 2001,......

Words: 481 - Pages: 2

Premium Essay

Brand Positioning Strategies

...BRAND POSITIONING EVOLUTION—Positioning is the last step in the marketing strategy formulation. Marketing strategy begins with identification of market segmentation and later choosing a target for marketing activity. The term ‘position’ in a physical sense is used to refer to or specify the place or location of an object. The marketing battle is not fought for acquiring a geographical unit but to win customers or market share. Retailers or the end users are usually the targets of the marketing battles. In marketing, the soldiers are typically the sales people, and other value creating tools like advertising, sales promotions, demonstrations, product, after sales care, price, reputation etc, are the tools used to fight the marketing battles. Brands are the ultimate fighters used to fight marketing battles. Marketing battles are fought with competitors in the industry who stake claim to or chase the same customers or markets. A marketing battle is fought in the minds of prospects for their purchase preference. When a brand is sold in the mind of the customer, the marketing battle is won. In the marketing context, victory is dictated by superior value delivery. Brands that deliver better value than rivals usually win the customer’s purchase vote. ADVERTISING PERSUASION— In the early years, marketers relied upon the powers of communication tools like advertising to win customers. The belief that dominated this era was that customers could be sold anything on the basis of......

Words: 2749 - Pages: 11

Premium Essay

Marketing Paper for Value Brands

...Marketing Paper For Value Brands REPUBLIKA NG TM: ASTIG TAYO DITO! Touch Mobile or TM is one of the cellular service brands of the second largest telecommunications company in the Philippines, Globe Telecom, Inc. Positioned as the champion brand for value seekers in the country, it was triumphant in gaining recognition as the first-mover in providing the most affordable, hence lowest priced call and text promo offers. It was also the first brand that paved way for popularity of bucket promos that include all network texts and voice calls allowing TM subscribers to connect to other local sim users. Currently with around 11 million subscribers, TM has a meager 15% share in total prepaid mobile market ranked as the 4th key player in the industry. Sinong Pinaka-ASTIG? : Introduction to the Environment of TM “Hyper-competitive” has been the superlative tagged to Telecommunications (Telco) Industry in the past few years as evident in the continuous exponential upsurge of telco subscribers clamoring for better, to say the least, value for their communications enabler day after day. Dubbed as the “Texting Capital of Asia”, the Philippines has posted around 75 million phone subscribers processing an average daily texting rate at 1.39 billion SMS messages per day. This consumer behavior has been the concrete evidence that fuelled steady growth, even during the height of 2008 recession, of three dominant players in the Philippine telecommunications industry -- Smart......

Words: 1246 - Pages: 5

Premium Essay

Brand Value

...Because of the online-age, the interest in brand communities has boomed. Companies have begun to realize that consumers can co-create value, co-create competitive strategy and collaborate in the firm’s innovation process. So customers are not anymore separate and exogenous to the firm but on the contrary they should be included in the companies’ actions. One way to include customers and create collective value is to invest in brand community. Brand community is a community that is formed around some good or service and the brand is the one that keeps the community together and is the reason for it. Brand communities exist in the minds of people and there is shared understanding within the members. One of the most researched brand communities is Harley-Davidson. Other brand communities mentioned in the articles are for example Jeep, Apple Newton, Lomo and Holga, and Mini Cooper. Brand communities differ by many ways, some communities are closer to a company, some are more far away, in some communities members participate a lot and in some less, and the level on how much the company participates in the community differs a lot. Also the amount how much consumers can co-create value and collaborate in the firm’s innovation process differs between firms and communities. McAlexander’s et al. (2002) view on brand communities emphasizes the view of different kinds of relationships within a brand community. They state that “a brand community from a customer experiential......

Words: 1161 - Pages: 5

Premium Essay

Brand Positioning

...Introduction: In their 1981 book, Positioning: The Battle for your Mind, Al Ries and Jack Trout describe how positioning is used as a communication tool to reach target customers in a crowded marketplace. Regular use of the term dates back to 1972 when the same authors published a series of articles in Advertising Age called "The Positioning Era." Not long thereafter, Madison Avenue advertising executives began to develop positioning slogans for their clients and positioning became a key aspect of marketing communications. Positioning: The Battle for your Mind has become a classic in the field of marketing. The following is a summary of the key points made by Ries and Trout in their book What is Positioning? Positioning is a platform for the brand it facilitates the brand to get through to the target consumers. Positioning is act of fixing the locus of the product offer in the minds of the target consumers. In positioning, the firm decides how and around what parameters, the product offer has to be placed before the target consumers. The significance of product positioning can be easily understood from David Ogilvy’s words; the results of your campaign depends less on how we write your advertising than on how your product is positioned. Most authors define positioning as the perception that a target market has of a brand relative to its competitors. This definition raises two points. First, positioning is perceptual. In other words, positioning is not......

Words: 12367 - Pages: 50

Premium Essay

Brand Positioning

...Essay 4 Key drivers of product positioning: Image: Key factor that boosts the ego of the user thereby adding to the ‘feel good’ factor. Value: This is the core indicator of brand positioning. Price: This is an extremely important factor while positioning a product especially in price sensitive markets such as developing and emerging markets. Features: This is one of the most imperative factors to be taken into account while positioning a brand or a product as it is directly linked to driving a product’s value, perceived or otherwise. Brands and their positioning: 1. Vertu: This is an iconic brand positioned at the top of the price chain due to its super premium image. In terms of features, it has very few and technologically lags far behind the other mass brands. What it provides to its user is a sense of having achieved a status that few others have. Obviously the price here is not as important or impactive in its performance. The brand has a limited audience but they are very loyal and faithful to the brand. Chances of switching to another brand are very low. 2. iPhone : Another iconic brand which changed the way mobile handsets were supposed to be designed . This is also like Vertu, positioned purely based on the image but where it differs from Vertu is in the area of features and technology. This is the brand which sets the standard of feature/technology. Due to its iconic nature it is not price sensitive but has a much bigger audience as it is......

Words: 606 - Pages: 3