Marketing Essay Example | Topics and Well Written Essays - 2000 words - 19

Marketing - Essay Example A brand requires a unique name for its identification that is so very important to chalk out before it turns from a product (or service) into one of a brand. Thus this brand name need not only be unique, it also requires that the name is also what it must convey to the people in mind, how it is meeting their expectations and whether this name has a positive (aspirational) association with the product in the long run or one that takes the end customer away from it, one that can be remarked as being dissociative to say the least. Further, the message which should be used in advertising must be unique as well as fresh so that the consumers are made sure about the quality and the value for which a product is really a known name in the present times. There needs to be a clear and distinct brand positioning statement in order to meet the objectives that are desired by the company in the wake of its new marketing strategy. Strategic positioning research is conducted to determine who the cus tomers of your product/service are and what should be told about the product or service to get them to buy from you. Finding the right target and message to build your marketing plan can be crucial in the success of your product. Similarly, tactical positioning research looks at finding the short term measures which would be suited to the relevant target audiences. We can say that positioning concentrates on getting value to the buyers as concerns to the product. In recent times, positioning has fallen down as becoming a mere document that plays a game with the customers and asks them to fall into the trap of buying the product solely. It is said that the best positioning relies only on how the product will be able to solve the specialized customer queries, concerns and problems. Thus the end result of positioning is one which could be easily observed through a product being