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Brand positioning

To build a successful and winning brand, a sound and relevant Integrated Brand Marketing Strategy is of utmost importance. Your product or service may be very good, but it will not do well in the market if it has a disintegrated brand marketing strategy.

india Updated: Jan 05, 2006 15:23 IST

To build a successful and winning brand, a sound and relevant Integrated Brand Marketing Strategy is of utmost importance. Your product or service may be very good, but it will not do well in the market if it has a disintegrated brand marketing strategy.

One of the key and vital ingredients for an effective integrated brand marketing is positioning. Strategic Positioning is a weapon, which if used well, could give your brand a strong foundation and help it thrive. There are five ingredients, which to my mind, could help get a clear and strong brand positioning.

Firstly, it is the brand name itself. Having a clear, clean, digestible brand name is the starting point, which should be relevant to the current times.

The second ingredient is clarity in identifying the product or service category in which we would be participating so that there is no confusion.

The third is a clear focus on the target audience. The fourth is to highlight the benefits - both tangible and intangible, that the brand offers. The fifth ingredient is to provide evidence for each and every benefit offered, so that credibility and trust is established.

I believe that strategic brand positioning, if used with these five ingredient would definitely help build successful and winning brands.

For instance, if a brand name is not distinct, the starting approach itself is wrong. Many years ago, a cosmetic company launched a brand of lipsticks and nail polishes called Kiss and Tell. The brand failed because no Indian woman, however modern, would go and ask the chemist to give her a Kiss and Tell.

Likewise unless a product or service category is clearly defined, the brand positioning could be ineffective. For example, if the brand positioning says that its service category is `education', it would still be a hazy concept. Instead, a focussed approach to either primary education or computer education would be better.

Finally, remember the Brand Mantra, ‘Don't sell the right product to the wrong audience'. Strategic brand positioning is built through a lot of effort and planning. Put it into your brand and see the results.

27 Brand Practices, By Jagdeep Kapoor published by MacMillan India

First Published: Jan 05, 2006 15:23 IST