Positioning Of The Brand And The Analysis Of The Positioning Statement

Positioning Of The Brand And The Analysis Of The Positioning Statement

Positioning of the brand and the analysis of the positioning statement
Positioning of the brand
Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market.
Positioning can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. In fact, successful positioning usually requires a combination of these things.
Although there are different definitions of Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).
Also positioning is defined as the way by which the marketers create impression in the customers mind.
Analysis of the positioning
Brand name
The position in which Elephant House finds itself is different. According to Brand Finance’s global benchmarking, its brand value contributes almost 70 per cent of the total business value of Ceylon Cold Stores. In case where the brand is the most dominant asset in a business, it has a very high ‘Brand Power’ rating. This indicates that the asset has a high degree of resilience and will continue to provide its owner with a stable stream of earnings in the future, if it is managed effectively.
Elephant House brand is well-established brand in Sri Lanka with a long history and the trust of consumers. For example, Orange Barley is so popular with local consumers that carbonated drinks were generally referred to as barley, especially in the country’s rural areas. In some other countries, people are known to put in mind to carbonated drinks as sodas. As a brand Elephant House brand has a heritage value, with trust in them being ingrained in local consumers. Elephant House aims to capitalize on these brand values and build on them by maintaining the quality of its...