Brand positioning represents the actual foundation of brand strategy. According to Philip Kotler, known as the “Father of Modern Marketing,” brand positioning is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” Brand positioning is often defined as the promise a brand makes to its key stakeholders that informs every aspect of brand development, including:
0 Comments Click here to read/write comments
Topics: Brand Positioning, Brand Differentiation, Brand Promise
Broken Promises: When Brands Don’t Deliver What They Promise
Posted by
Carolyn Crafts on April 01, 2019
A brand exists in its most elementary form, to provide a solution to a problem that exists in the marketplace. In agreeing to provide the solution, it is promising to make good on that agreement—offering a solution is a commitment to deliver a brand promise.
0 Comments Click here to read/write comments
Topics: Brand Strategy, Customer Experience, Brand Differentiation, Brand Promise
Subscribe Here!
Recent Posts
Posts by Tag
- Brand Strategy (56)
- Brand Strategy Consulting (28)
- Brand Differentiation (27)
- Customer Experience (24)
- Brand Positioning (22)
- Marketing Strategy (9)
- Brand Extension Strategy (8)
- Customer Behavior (8)
- Brand Architecture Strategy (7)
- Brand Extension (7)
- Brand Growth (7)
- Brand Portfolio & Architecture (7)
- Brand Value Proposition (7)
- Brand Engagement (6)
- Brand Portfolio Strategy (6)
- Brand Purpose (6)
- Brand Storytelling (6)
- Rebranding Strategy (6)
- Brand Awareness (5)
- Brand Image (5)
- Branding (5)
- Rebranding (5)
- Technology (5)
- B2B Brand Strategy (4)
- Brand Experience (4)
- Value Proposition (4)
- Brand Extendibility (3)
- Brand Repositioning (3)
- Corporate Branding (3)
- Differentiation Strategy (3)
- Measurement & Metrics (3)
- Brand Engagement Strategy (2)
- Brand Metrics (2)
- Brand Portfolio (2)
- Brand Promise (2)
- Brand Voice (2)
- Digital Marketing (2)
- Digital and Brand Experience (2)
- employee brand engagement (2)
- Brand Architecture (1)
- Brand Development (1)
- Brand Identity (1)
- Brand Name (1)
- Brand Strategy Consultants (1)
- Brand Strategy Firms (1)
- Digital Strategy (1)
- Internal Branding (1)
- Messaging (1)