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Positioning
allows a brand to create an image—the outward representation of what it wants consumers to see it as.
5 different types of positioning strategies
Benefits positioning: Emphasize the product or service as offering more benefits than competitors.
Target positioning: Emphasize the brand’s specific consumer segment in marketing communication
Price positioning: Emphasize price in marketing communications by offering the most expensive or inexpensive pricing
Distribution positioning: Use unique sales techniques
Service positioning: Emphasize the extra or higher quality services they provide.
5 rules for positioning a brand
Having a positioning premises
Focus on long-term positioning
Do: select a position that their product can maintain over a long time
Don’t: base their positioning on a technological innovation
Use relevant positioning
Do: Ensure the target market cares about what you’re emphasizing as your position.
Ensure clear and coherent positioning
Do: Ensure consumers can understand your brand’s position to help the company promote awareness and increase sales.
Emphasize distinctive positioning
5 methods to grow your brand
Support for an existing brand: make slight changes for an update
Development of a brand extension: when a company uses one of its established brands to create a similar product
Licensing a brand: when a company allows another company to use their brand identification for a fee
Co-branding: when two or more brands combine and cooperate for their mutual benefit.
Acquisition of a successful brand: One company buys another company or another brand to help make themselves more successful.
Commodity
products that are unbranded and therefore difficult to distinguish from one another.
Product differentiation
the way a company ensures that its products are seen differently from their competitors’ products
Manufacturing brands
Owned and initiated (created) by manufacturers.
private label brands
Owned and initiated by wholesalers and retailers.
generic brands
Represent a general product category and do not carry a company or brand name.
Corporate dominant names
Include the name of the manufacturing company in the brand name to:
A) Link the product with the reputation of the manufacturer.
E.g.: Honda CR-V.
B) Brand an otherwise generic product.
E.g.: Anyone can sell corn flakes, but “Kellogg’s Corn Flakes” is a distinct brand; “office” is a generic word, but “Microsoft Office” or “Office 365” is a brand name; “Marc by Marc Jacobs”
product-dominant brand names
Try to connect a product with its positive attributes.
Often made up of words designed to portray a positive image of the product.
E.g.:
Zest Soap (manufactured by Unilever) → fresh scent to wake you up.
Fancy Feast (manufactured by Nestlé) → gourmet dinner for your cat.
Huggies Diapers (manufactured by Kimberly-Clark) → comforting like a hug to show you love your baby.
3 types of logos
Monogrammatic
Visual
Abstract
Monogrammatic
stylized writing of the company’s or product’s initials or name.
E.g. KFC
Visual
line drawings of people, animals, or objects.
E.g.: Kodiak boots
Abstract
shapes that carry a visual message but are not representative of identifiable objects.
E.g.: The Nike “swoosh”
Slogan
a short, catchy phrase that is attached to company’s name and logo
Are 7 words or less, State the brand name, Provide a benefit.
5 reasons we use packaging
Consolidation: keep products together, easier to ship
Protection: protects products from damage
Information: barcodes, storage instructions, certain law info like nutritional info
Brand Identification: to catch consumers' attention aka silent salesperson
Promotion: used to increase sales
Visual merchandising
A marketing practice that uses floor plans, color, lighting, displays, technology, and other elements to attract customer attention.
marquee
storefront
the front side of a store or store building facing a street
Note 
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