scholarly journals An Exploration of the Green Targeting Strategy – Green Brand Positioning Strategy Linkage: A Qualitative Study

2021 ◽  
pp. 1-11
Author(s):  
Mihai STOICA
Keyword(s):  
Qualitative Study ◽  
Brand Positioning ◽  
Customer Base ◽  
Green Market ◽  
Positioning Strategy ◽  
Targeting Strategy

The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.

scholarly journals A PRÁTICA DE POSICIONAMENTO DE MARCA EM AGÊNCIAS DE COMUNICAÇÃO

2008 ◽  
Vol 12 (4) ◽  
pp. 55
Author(s):  
Aléssio Bessa Sarquis ◽  
Ana Akemi Ikeda
Keyword(s):  
Key Words ◽  
Empirical Research ◽  
Communication System ◽  
Service Marketing ◽  
Service Organizations ◽  
Brand Identity ◽  
Brand Positioning ◽  
Santa Catarina ◽  
Identity Strategies ◽  
Positioning Strategy

This article is about the brand positioning of service organizations. The aim of the paper is to inquire about the practice of brand positioning of communication agencies, and it entails the following subjects: brand identity, strategies for positioning, types of communication, system of identification, and views about the importance of positioning. The empirical research done is of the exploratory type, being qualitative, not probabilistic, and the method used for collecting data is personal depth interviewing. The data was collected from the eight most important agencies in Santa Catarina State. The results suggest that some of these communication agencies use the brand positioning strategy, but that they lack the appropriate methods, and their investment is not sufficient to communicate the positioning desired. Key words: Service Marketing. Brand positioning. Communication agencies.

scholarly journals Go local or go global: how local brands promote buying impulsivity

2019 ◽  
Vol 37 (1) ◽  
pp. 1-28 ◽  
Author(s):  
Eline L.E. De Vries ◽  
Bob M. Fennis
Keyword(s):  
Local Food ◽  
Psychological Distance ◽  
Construal Level ◽  
Brand Positioning ◽  
Content Type ◽  
Global Brands ◽  
Mediating Role ◽  
Global Brand ◽  
Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

scholarly journals Implementation of Brand Positioning in an Effort to Become a Religious Tourist Destination

2021 ◽  
Vol 3 (1) ◽  
pp. 267-279
Author(s):  
M. Seneng Al Jauzi ◽  
Hari Santoso Wibowo ◽  
Abdul Wadud
Keyword(s):  
Qualitative Method ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Tourist Destination ◽  
Islamic Studies ◽  
Study Approach ◽  
Positioning Strategy ◽  
Spiritual Tourism ◽  
Religious Tourism

Islamic Center Masjid Raya Hubbul Wathan is the largest mosque and a religious tourism center in West Nusa Tenggara. This study examines the brand positioning strategy implemented by this mosque, which functions as both a grand mosque and a spiritual tourism center. This study uses a qualitative method with a case study approach. Data were collected by interview, observation, and documentation and tested by sources and techniques triangulation. The results show that this mosque, as the grand mosque, has numerous qualified national and international imams, magnificent and comprehensive congregational prayer facilities, and varied and high-quality Islamic studies as its differentiation. While in the category of religious tourism center, this mosque has the unique building architecture and Menara 99 icon as its main advantages. The results of this study can be a reference in the development of tourism mosques that are nowadays increasing in Indonesia.

scholarly journals Estudo sobre a Influência do Posicionamento de Marca no Desempenho Competitivo das Organizações

2018 ◽  
Vol 10 (3) ◽  
pp. 427-449
Author(s):  
Aimãn Ibrahim Mourad ◽  
Francisco Antonio Serralvo
Keyword(s):  
Market Share ◽  
Quantitative Approach ◽  
Correlation Technique ◽  
Brand Positioning ◽  
Spearman Correlation ◽  
Competitive Performance ◽  
Positioning Strategy ◽  
Academic Professionals ◽  
Desk Research ◽  
Moderate Positive Correlation

Having a differentiated positioning is essential for a organization to survive in some highly competitive, and fast in terms of technology and globalized markets. The positioning is considered one of the key elements in modern marketing management, however, the term positioning has introduced some confusion between marketing and academic professionals. Using mind share and market share as measurable variables of brand positioning and competitive performance, respectively, this study sought to identify the main objective when the brand positioning can influence the competitive performance of an organization. To this end, a quantitative approach was used on a longitudinal desk research and applied to the Spearman correlation technique. It was not possible to identify if the brand positioning is determinant on competitive performance, however, it was concluded that this exerts a moderate influence on the organization's competitive performance, since the analyzed period showed a moderate positive correlation between the variables, indicating they moves in in the same direction and that the greater the growth of a variable, the larger the probability of occurring the same with each other, contributing to earlier studies. This study also corroborates the definition and distinction in relation to the concepts of brand positioning and competitive positioning, besides to proposing the use of identity as a leading element for the brand positioning strategy.

scholarly journals BRAND POSITIONING DAN PERCEPTUAL MAPPING UNIVERSITAS BUNDA MULIA, ATMA JAYA, BINUS, IBII, DAN UNTAR DENGAN METODE DISCRIMINANT ANALYSIS

2017 ◽  
Vol 8 (2) ◽  
Author(s):  
Rudy Santosa Sudirga
Keyword(s):  
Discriminant Analysis ◽  
Cultural Values ◽  
Public Perception ◽  
Brand Management ◽  
University Education ◽  
Brand Positioning ◽  
Sustainable Competitive Advantage ◽  
Marketing Manager ◽  
Perceptual Mapping ◽  
Positioning Strategy

<p><em>Although universities are increasingly competing for accepting huge number of students, little has been written about the influence of cultural values on the brand positioning of university education brands. This study investigates the values of brand positioning for some private university education, and the factors teh students use to gain information about universities. The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. The paper reviews some recent literature on university brand positioning strategy. Universities marketing manager should seek to clearly differentiate their offering from the competition. The large amounts of expenditure on university marketing would be more efficiently used if the principles of brand management taught within them were applied properly. The public perception of a university’s programs is often considered a primay factor in building the brand positioning of the respevtive institution. Maintaining a favorable brand positioning can have a significant impact when recruiting potential students, when soliciting corporate partners, and when facilitating development opportunities with alumni and key stakeholders. This study also aims to discuss how the attributes of university brands influence consumers’ evaluations of brand positioning and the differences and competition among brands. A perceptual map, developed using probabilistic discriminant analysis algorithms, depicts the relative position of each brand and illustrates their attractive properties.This statistical techniques can enhance managers’ ability to identify promising brand positions and enhance the overall brand positioning design process. A brand’s positioning is designed to develop a sustainable competitive advantage on product attribute (s) in the consumer’s mind. Brand positioning has been defined as the act of designing the image of the firm’s offering so that target customers understand and appreciate what the product stands for in relation to its competitors. Each brand within a set of competitive offerings is thought of as occupying a certain position in a customer’s “perceptual space”. Perceptual mapping refers generally to techniques used to represent and evaluate a brand’s positioning.</em></p><p>Key Words- <em>Brand Positioning, Perceptual Mapping, Universities</em></p>

OnePlus: Crossing the Chasm in the Smartphone Market

2016 ◽  
pp. 1-28
Author(s):  
Mohanbir Sawhney ◽  
Pallavi Goodman
Keyword(s):  
Marketing Communications ◽  
Financial Resources ◽  
Value Proposition ◽  
Early Adopters ◽  
Customer Base ◽  
Positioning Strategy ◽  
Early Success ◽  
Two Generations

In early 2016, after the success of its first two smartphones, the OnePlus One and OnePlus 2, China-based startup smartphone maker OnePlus was deciding how to build on its early success and grow into a global contender in the highly competitive smartphone market. Technology enthusiasts and geeks had flocked to purchase the first two generations of its smartphones and expectations were high for the company's next product. The company's founders, Pete Lau and Carl Pei, faced the challenge of broadening the appeal of OnePlus to address the mainstream market without alienating its core customer base. “Crossing the chasm” from the early adopters to the mainstream market involved addressing three interrelated questions: First, what segments should OnePlus target as it sought to grow beyond its loyal fan base? Second, what value proposition and positioning strategy should it adopt to appeal to these target customers? Finally, what distribution and marketing communications strategy should it employ to make best use of its limited financial resources? A key consideration in formulating its strategy was to stay true to the company's culture and mission of “Never Settle” by charting its own course and not emulating the strategies of much larger competitors like Apple, Samsung, LG, and HTC.

Narrative Strategies for Brand Positioning

2019 ◽  
pp. 292-301
Author(s):  
Ayca Oralkan
Keyword(s):  
Customer Satisfaction ◽  
Competitive Environment ◽  
Brand Positioning ◽  
Brand Trust ◽  
Message Content ◽  
Narrative Strategies ◽  
Brand Relationship ◽  
Positioning Strategy ◽  
Brand Strategies ◽  
Brand Information

In order for brand strategies to be successful, it is crucial to ensure that the brand information is as accessible as possible. Brand positioning defines how the company's target image is shaped in the minds of consumers. In a competitive environment, ensuring the differentiation of a brand is possible through an effective brand positioning that includes a consistent consumer-brand relationship. Brand reliability is based on this consistency in the fulfillment of brand promises and is a crucial feature of positioning. Effective brand positioning is required to reveal brand trust and generate measurable value. As the marking strategy starts with positioning, other marketing-related issues are shaped around this positioning strategy. Therefore, the steps need to be defined in advance when deciding on the message content of narrative strategies. The efficiency of a successful brand positioning can get amplified with consistent messages in narrative advertising. In the event of consistency, compliance with brand value enhances customer satisfaction and thus brand loyalty.

Brand Positioning Strategy Using Search Engine Marketing

MIS Quarterly ◽  
2010 ◽  
Vol 34 (2) ◽  
pp. 261 ◽  
Author(s):  
Dou ◽  
Lim ◽  
Su ◽  
Zhou ◽  
Cui
Keyword(s):  
Search Engine ◽  
Brand Positioning ◽  
Search Engine Marketing ◽  
Positioning Strategy
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