Description
Define brand positioning. Explain the reason for positioning and repositioning products. Choose a product with which you are familiar, preferably one in your industry, and explain how it might be repositioned. Indicate its current position in the market, a desired position, and how you would manage the repositioning effort.
Jessica Landes
Jan 4, 2024, 7:48 AM
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Hello everyone! For any of you Genshin Impact fans out there, I don’t know how to deal with waiting to see what happens in the story while I level up my characters. It is so frustrating!
What is Brand Positioning
Brand positioning is a technique marketers use to place a product in consumers’ minds. This usually has to do with the value a consumer places on a product. Do they consider it to be a necessity or a want? Do they buy it for the name brand or because of its effectiveness? All of these questions have to be considered when initially positioning a brand and when considering how to reposition a brand.
Why Use It?
Smart marketers are constantly reviewing products to see if their current position is desirable or if it should be repositioned. Companies can do this in different ways. They can use a technique called trading-up, where they add something to their product or service (Kerin & Hartley. 2022). They can try and reach a new market with their product, which can involve changing the product slightly (Kerin & Hartley. 2022). They can also try and jump on a recent trend (Kerin & Hartley. 2022). All of these things help to keep the product or service relevant and at the top of consumers’ minds, which is what is most important at the end of the day.
Product to Reposition
One product that could use some repositioning is actually a store. I have done a lot of looking into Ross: Dress for Less for various school projects across the years, and it has an interesting competitive advantage. They do their best to minimize any frills or unnecessary things in order to keep their products as cheap as possible. One way they do this is by eliminating any mannequins from their store. Customers come in knowing they will have to search for their product. However, I propose that Ross consider using the trade-up technique and put a bit more effort into keeping the store picked up and organized. Though customers come in with the expectation of having to search, having to pick up clothes off the floor or go through broken things will only make people not want to come back. For this reason, I think Ross should consider adding to its competitive advantage by just making the store slightly more presentable.
Thank you all! Have a great week!
Jess Landes
Kerin, R., and Hartley, S. (2022). Marketing: The core (9th ed.). McGraw Hill. ISBN-13: 9781260729184
