abhishreshthaa
Abhijeet S
Whether a brand owns a position or not could easily be found by a simple word association or word which immediately springs to mind as and when the brand is thought for when the word is thought of, the brand is recalled immediately.
Some of the well-positioned brands are:
Raymonds: The Complete Man
Fair and lovely: Fairness
Woodland: Tough Shoes
Dettol: Antiseptic
Captain cook: Free Flow Salt
What is Lux? Is it a soap? The interpretation of it as a soap entirely misses the point if it is a soap. How is it different from others in the category? What does Lux manifest- it is beauty. The brand reveals hidden intentions. Without a compelling marketing mission, a brand probably cannot take birth. A Lux customer buys it for its promised delivery of beauty. The Lux brand seeks to satisfy the beauty aspirations in a select target group.
It is a loud and clear promise of what it has to offer. Soap is only one way of delivering beauty. A number of products have been discovered with the legitimate territory of Lux.
The positioning essentially deals with a competitive frame of reference. The position differs from the older term image in that it implies a frame of reference the reference point usually being the competition. That is how a brand is to be perceived vis-à-vis others in the category. For instance, ICICI positions itself as a ‘friendly bank’.
Some of the well-positioned brands are:
Raymonds: The Complete Man
Fair and lovely: Fairness
Woodland: Tough Shoes
Dettol: Antiseptic
Captain cook: Free Flow Salt
What is Lux? Is it a soap? The interpretation of it as a soap entirely misses the point if it is a soap. How is it different from others in the category? What does Lux manifest- it is beauty. The brand reveals hidden intentions. Without a compelling marketing mission, a brand probably cannot take birth. A Lux customer buys it for its promised delivery of beauty. The Lux brand seeks to satisfy the beauty aspirations in a select target group.
It is a loud and clear promise of what it has to offer. Soap is only one way of delivering beauty. A number of products have been discovered with the legitimate territory of Lux.
The positioning essentially deals with a competitive frame of reference. The position differs from the older term image in that it implies a frame of reference the reference point usually being the competition. That is how a brand is to be perceived vis-à-vis others in the category. For instance, ICICI positions itself as a ‘friendly bank’.