Brand Positioning Essay Example | Topics and Well Written Essays - 2500 words

Brand Positioning - Essay ExampleThere is now a strong wildness on brand nameing through the explicit communication of a vision in the whole organisation where strong brands are more than uncorrupted trademarks that people recognise. In the generation of a branding idea and implementation of the same to build a brand profile, organisations behind the strong brands have managed to build a brand identity. Brand identity should help establish a relationship between the brand and the customer by generating a value proposal involving functional, emotional or self-expressive benefits (Aaker 1991).While the consumers behaviour is based on a brand, and the reasons for choosing an associated product may depend on various factors including peer reference, peer approval, or other social factors beyond the direct control of the brands investor, the brands marketing mix is definitely within the investors control, and something that demands big budget investment. Therefore, investors and resear chers are always concerned closely the actual effects and results of marketing components including advertisement, sales promotions, and company emblems - upon the consumers perception and their consequence upon brand equity. In the last decade, a lot of research has been dedicated to conceptualizing and measuring rod customer-based brand equity. However, apart from putting forth various influencing factors, no integrative framework has so furthermost been developed to account for the complex psychological processes fundamental the formation of customer-based brand equity. In this context, this paper attempts to propose such a framework by drawing on the theory of the Elaboration Likelihood Model. (Kotler, 1997) This has been foremost discussed in the case of the Coca Cola Company. A soft drink giant, the Coca Cola company shifted its strategy from mass marketing to product motley market and then to target marketing so as to cater to the growing market for soft drink products. Its strategy can be analyse under the elaboration likelihood model as it wanted to be a forerunner in the market where soft drink brands were emerging with each(prenominal) passing day. The choice of the Elaboration likelihood Model was one that came directly from the consumer oriented characteristics of brand equity and brand knowledge. Elaboration Likelihood Model identify message relevance as one of these factors. According to this model, when message relevance is high, individuals will actively process and evaluate the information in the advertisement when forming or changing attitudes. (Aaker, 1991) When message relevance is low, individuals will not actively process the information in the advertisement, but will instead rely on encircling(prenominal) message cues to form or change attitudes. Brand Identity is that element of customer perception and awareness which has its focus in the results of a certain anatomy of projection through the brand equity building measures. T his calls for an integrative model which will combine the basic elements of the brand identity and brand equity concepts so as to create a platform for the effective discussion of the Elaboration Likelihood Model. This has been of special relevance for the Coca Cola company as far as its foray into target market and product variation is concerned. (Kotler, 1997) An integrative mode