Positioning

A brand's positioning can either make or break them. We've all been a victim of advertising. We've all just "had to have" the knife that could cut through a brick on television, or an equally misleading product. When a brand is named a word that is not even in existence, we associate that word with the product. Examples of this include Kleenex, Google, Tropicana, Pringles, Ruffles, Lays, Doritos, Cheerios...the list goes on. This tactic is important because it is culturally universal. In countries outside the US people may not know what "a chip" is, but they've heard of "Cheerios". Although signs may change from country to country, for example the thumbs up sign being perceived as derogatory in Iraq, words remain constant.

A brand's positioning represents how people think and feel about the brand. We all have brands that remind us of childhood, or give us a "warm cozy feeling". Those brands for me include the Christmas commercials for Puffs and Coca-Cola. I love Christmas commercials in general, but the Coca-Cola Santa commercials have a way of making me feel like a kid again. I just can't wait to get to the store and buy "Holiday Coke". I also enjoy the puffs commercials with the little cartoon people sniffling and sneezing about, that say "a nose in need deserves Puffs indeed". I simply would not know it was winter (i.e cold and flu season) without these Puffs commercials!

Although some brands are effective in their positioning, of course others fall short. The main company that comes to mind when I think of falling short is Kmart. Kmart has consistently fallen short in promotion of their brands. Target has done a fabulous job of brand positioning, particularly in the past several years. Target, which was formally thought of as a discount store, is now making it's way into the department store world, and even showcasing up and coming designers. Target stores have a way of making you feel excited about their new merchandise. Kmart has had opportunities to push great brands, for example Martha Stuart. The Martha Stuart collection at Kmart was comprable to things you might see at Target. However, when the customer went to Kmart to view the Martha Stuart collection it was disorganized and poorly displaced. This is why Kmart is fighting an uphill battle, unless it dramatically changes the public perception.

If a luxury brand is positioned effectively it will undoubtedly achieve success. When we attribute brands with status they become highly sought after and their unattainably makes them even more attractive to the consumer. Effective examples of this include Louis Vuitton, Coach, BMW, and Mercedes Benz. This "luxury concept" can also be destroyed. A debatable example of this would be Vera Wang. Vera Wang was (is) an extraordinary designer, whose wedding dresses were highly sought after. Vera Wang recently became available in Kohls stores. Some might say that this has diminished her brand positioning as a "luxury" brand.