Executive summary of 'Comparisons of media types and congruence in positioning of service brands'

摘要

A unique brand position can help secure a competitive edge and boost profits for an organization while making it hard for rivals to succeed with imitation brands. Uniqueness also reduces the appeal of alternatives to the consumer. Conversely, extensive damage to a firm is a likely outcome when a brand is positioned inappropriately. These contrasting effects illustrate why establishing and sustaining market positions for offerings is regarded as being a key strategic marketing activity. Synchronization is critically important in a positioning context. Managers must situate their brands so that they align with the needs and expectations of the target market. Any enhancement in performance positively correlates with the degree of fit achieved. The task essentially first involves identifying perceptions of an intended market segment and then placing "competitive offerings" within that specific "perceptual space". Firms must also have the necessary strategic guidance so that any adjustments can be made to ensure that the offering continues to be congruent with audience requirements.