What is a brand?

Six levels of meaning:

Attributes e.g. High resale value
Benefits e.g. Safety
Values e.g. Brand loyalty
Culture e.g. organized and efficient
Personality e.g. serious
Type of users e.g. by occupation

"Positioning refers to placing a brand in that part of the market where it will have
a favorable reception compared to competing brands
"A product's position is the place the position occupies in consumers' minds relative to
competing products.

Positioning Strategies
Product is unique
Product is different
Product is similar
Product Design
Product Additional Services
Product mage
Product People (Staff)


55roaches to Positioning
By attributes
By benefits
By price/quality
By usage or application
By users
By product class
By competitors

Brand Inventory

W Provides current/ comprehensive profile of how all products/ services sold by a
company are marketed/ branded
W Requires to catalogue names, logos, symbols, characters, packaging, slogans,
trademarks, product attributes, pricing, communications, distribution and any
other relevant marketing activity related to the brand in visual and written form
W t helps to suggest what consumers' current perceptions may be based on
W A thorough brand inventory should be able to reveal the extent of brand
consistency
W Brand inventory may help to uncover undesirable overlap that could lead to
consumer/ retailer confusion

Brand Ex5oratory

W Brand exploratory is research directed to understanding what consumers think/
feel about the brand
W A number of prior research studies may exist in company archives and be
relevant
W t is also useful to interview internal personal to gain an understanding of their
beliefs about consumer perceptions for the brand and competitive brands
W Finally, qualitative research is suggestive, but a more definitive assessment of
the depth/ breadth of brand awareness and the strength/ favorability/ uniqueness
of brand associations often require a quantitative phase of research.


Visua merchandising
Make it easier for the customer to locate the desired category and merchandise.
Make it easier for the customer to self-select.
Make it possible for the shopper to co-ordinate and accessorise.
Recommend, highlight and demonstrate particular products at strategic locations.

%echniques
Visual merchandising builds upon or augments the retail design of a store. t is one of
the final stages in setting out a store in a way customers find attractive and appealing.
Many elements can be used by visual merchandisers in creating displays including
color, lighting, space, product information, sensory inputs (such as smell, touch, and
sound), as well as technologies such as digital displays and interactive installations.

%oos
A planogram allows visual merchandisers to plan the arrangement of merchandise by
style, type, size, price or some other category. t also enables a chain of stores to have
the same merchandise displayed in a coherent and similar manner across the chain.