How to positionate a brand in the mind of customers

I have recently participated to one of AIESECs trainings in marketing. This was a part of their new project called the AIESEC ACADEMY project which aimed in developing knowledge of young students who want to work in an economic domain and be one of the best. Executive directors, PR agents and top companies managers were invited to hold a speech that initiated us in the so-called applied marketing. At this one training was invited Andreea Ene, Marketing Director from Intact Publishing Trust; she held a training program about the importance of positioning a brand, the steps of the process and the architecture of a good communication to the customers. The participants had the opportunity to discover the difference between the media marketing and the marketing of products. This training told his story of how important a marketing manager is, how he builds campaigns. I will try to expose my impressions over this training and describe ideas, oppinions expressed during the 3 hour speech of the specialist. Also I will talk about the reaction of the students, and the impact that a non-profit organization is having over us, the participants. I enjoyed the opinion of an insider over this complex domain called marketing and what drawed my attention were 2 themes: positioning a brand in a customers mind and rebranding.This is what I want to underline in this project. But lets start from the bigining.What is positioning? Brand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focusses at all points of contact with the consumer. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customers mind. For instance-Kotak Mahindra positions itself in the customers mind as one entity- Kotak - which can provide customized and one-stop solution for all their financial services needs. It intends to stay with the proposition of Think Investments, Think Kotak. The positioning choosed for the brand will be influenced by the competitive stance you want to adopt. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and its similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is

the single feature that sets your service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight. In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customers views and opinions.

Brand positioning must make sure that:

Is it unique/distinctive vs. competitors ? Is it significant and encouraging to the niche market ? Is it appropriate to all major geographic markets and businesses ? Is the proposition validated with unique, appropriate and original products ? Is it sustainable - can it be delivered constantly across all points of contact with the consumer ? Is it helpful for organization to achieve its financial goals ? Is it able to support and boost up the organization ?

~Flashnews: Kotak Mahindra is one of India's leading financial conglomerates, offering complete financial solutions for many years.~

Lets continue with a comparation of two best known brand in the industry of drinks in the matter of mind consumer positioning: COCA COLA and PEPSI COLA. As we all know, COCA COLA brand is the oldest on the market and its best known among marketers as the one that shouts louder. It has created an image that idenity itself with family, basicly at every dinner with parents, it should be a Coca Cola bottel on the table.That is what their commercials promote and thei are doing an amazing job because the customer already associates all important family meals with this refreshment drink. Some big publicity campaigns that Coca Cola held are the following: First of all, we all know that Santa Claus originated from the Scandinavian countries and his original colour was green. It was Coca Cola that give Santa the red colour to his costume.This influenced mostly the childrens

The goal in positioning is to help the target market associate a benefit with your product.If there is no need ,we create one! We just have to claim our place on the market and keep it ours.