Branding Strategies

Branding Strategies

Firms create a brand identity by developing an easily recognized brand name. The brand name is then associated with desirable attributes and product bene�ts. The association of these attributes with the brand name results in a successful branding strategy. Brand positioning is an essential element of a winning branding strategy. “Brand positioning” is the term used to describe how a �rm’s brands are located relative to competitive products in the minds of the consumers. A brand’s position is based on the consumer’s perception of that brand and of competing brands. Companies determine this position by measuring consumer attitudes and plotting them relative to competing brands.

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An example is Starbucks. Starbucks has marketed its coffee as a premium coffee; hence consumers are willing to pay more to get that perceived superior taste.

Marketing managers start the process of positioning a �rm’s brand by identifying the current position of the brand and then locating it relative to the competitors’ brands with regard to desired attributes such as price, quality, and other features. The managers generally use a perceptual map—a graph with a vertical and a horizontal scale, one for each desired attribute. Once the �rm determines the current market position of its brand relative to the desired position, it then needs to move the brand to the desired position. To do this, the �rm develops an integrated marketing communication campaign with the goal of changing the consumer’s attitudes toward the brand. This campaign should serve to alter the consumer’s image of the product to the one the �rm chooses.

The American Marketing Association (AMA) de�nes a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers” (Brand, 2007, para. 118)

Therefore, it makes sense to understand that branding is not about getting your target market to choose you over the competition. It is about getting your prospects to see you as the only one that provides a solution to their problem.

To succeed in branding, you must understand the needs and wants of your customers and prospects by integrating your brand strategies at every point of public contact in your company.

Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can in�uence and some that you cannot.

A strong brand is invaluable as the battle for customers intensi�es day by day. It’s important to spend time investing in researching, de�ning, and building your brand. After all, your brand is the source of a promise of quality products and services to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.


Brand (2007).American Marketing Association (

Additional Materials

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