Market Segmentation, Targeting and Positioning

Paper details:

To prepare for this Shared Activity:

1. Review the Readings and research scholarly articles to find one or more definitions of brand. How is a branded product more valuable to an organisation than an unbranded or generic product? The articles should be credible and recent (published within the last 5 years).
2. Consider the top three brands listed on the Interbrand report. When you see their name or logo or hear their advertising jingle or strapline (i.e., slogan), what are your expectations of any product or service carrying the brand name? In other words, what is the essence of their brand promise? Think of what characterises this promise, such as whether it satisfies purely functional (rational) or representational (personal expression, emotional, symbolic) needs, as de Chernatony (1993) describes. Consider the same questions for the brand you chose for your Final Project.

To complete this Shared Activity:

1. Describe the distinct brand positioning strategies of the top three brands listed on the Interbrand Web site in terms of how they attempt to meet the functional and representational needs of customers.
2. Critically analyse the brand positioning strategy of the brand you chose for your Final Project. Include the following in your analysis: What functional or emotional needs is the brand attempting to meet? How successful is your brand in comparison with the three top brands in its positioning strategy?
3. Propose three digital positioning strategies that would enable this brand promise for your proposed product to reach its target audience. Explain how digital marketing might influence this target audience using specific examples.
4. Be sure to include specific examples and support your postings with your Readings and other current literature from the UoRL Library and other credible sources. Consult the Harvard Referencing Style Guide for proper citation and referencing information.