Brand Strategy and Positioning

The market target that chosen as ‘compass’ for all marketing effort.
The marketer should positioning for the product or service in the consumer's marrow of his target.
Make the consumer perception is the target, was the core from the appointment of this position, that was represented by the make.
So when coming directly face to face with the consumer, the make strategy was the marketing strategy personally, and basically are positioning.
Brand is personification of the organization, the product, and the service in the customer perception.

Brand as personification of the organization was born from the corporate strategy and services is results of the marketing strategy.
The market is the court towards all the organization efforts and the judge is the perception of the consumer.
It was short that words positioned the make was how to give bargaining to the customer and how the customer received, compared with the product or the service personally.
So as the make strategy essentially is the process how the offer be positioned in the customer's marrow in order to produce the beneficial perception the marketer.
Positioned the make was the most important problem in the problem of the make, and a make basically was the perception of the customer.
Blunder if we said marketing communication was only carried out through the advertisement.
The medium delivery the message was all the organization activities, because all of them could became the prominent attribute and was the standing foundation for the customer to develop the perception.
Body Shop for example, succeeded in achieving the global position that was strong without carrying out the media's conventional advertising.
They communicated the make proposition would the personal interest and the environment through his products that were made from natural materials, as well as never testing it to the animal.
The package was made simple, could be filled again up, as well as could be repeated.
Products that are given by specific information were the form of effective marketing communication.
The employee who was relatively young and high-fashion informal communicated the values of the make.
The social action program that was the obligation for each holder "franchise" to carry out the social project, created the special image.
Moreover the campaign especially that revolved about the problem of the environment.

Gotten by several criteria positioning that must be considered.

First, the position of the make must stood out in the eyes of the customer, and use by the customer as the indicator of the quality.
Second, the position of the make must be based on the strength of the actual make. Meaning that promised that was given to the consumer must kept.
Third, the position of the make must reflect the competitive superiority. There was no use if we positioned the make like the position of the competitor. Must have differentiation that was felt by the consumer, our product will not be regarded as same.
Fourth, the position of the make must be able to be communicated by means of that explained and motivated the market, might not too complicated.

The make must have positioning that was exact, as the reflection of the make strategy. Brand strategy is the core from the marketing strategy.
And the marketing strategy is an explain from the corporate strategy.
So, as we known, the corporate strategy is explication of the point of view Vission) and the company's mission.