Has Branding overthrown Positioning

  In the previous meeting we stressed the importance of research in order to identify who you are as a company. Also to ascertain where you stand amongst your competitors, with strengths and weaknesses becoming a primary concern.  Just remember that the consumers are still the main focus in any business. Now that you have analyzed the prospective market you wish to enter, we will compare branding with positioning.

There are many levels in branding strategies to consider that will focus on image, development or management along with many others. They all emphasize the structural identity that your company may adopt through its life span. This is a crucial step to your consumers educated decision to take action.

For today’s analysis we will be concentrating on “image branding”. There are many ways to address the ways of looking to classify our product but we must keep in mind a simple ideal. Recognition of a product is like fashion, it creates a trend linked to societal demands. Any technique you embark on must satisfy your intended targeted audience.  Marketing analysts are approaching the market via branding rather then positioning these days. They believe that positioning has become an extinct methodology, for it takes for granted the consumers needs. As result it is becoming an obsolete practice to employ when creating an advertising or marketing campaign.

Your research has conducted you straight into the requirements to meet the need of your primary target or consumer. Time has shown us that the loyalty that business believed gave them an edge has dissipated trough time.  There is still a need to fill the void in all our targeted audience, by conducting the correct research you may implement the best direct or indirect approach to educate them.  Some companies have managed to maintain a strong solidarity with their consumer, which is known as "brand loyalty". Some example of this phenomenon might be toothpaste, condiments utilized to cook or even that special soap that keeps our dishes clean.

My intention is not to discourage of utilizing the techniques that have proven to be productive. But my duty is to inform you of the new trends that are occupying today’s market so that you may correctly choose the style which best fits your campaigning plans. There are many roads that can take you to the same destination, the one you choose should be the one that best fits your consumers need to feel educated. After all an educated decision might be all you would may require to influence them in the importance of your product to their lifestyle.