If You Are Confused About The Concept Of brand Positioning

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The Surface Meanings of Positioning

This health care product lost the market share because it didnt find the correct position and failed to win the consumers favor.

Working in the office, you should know your position clearly to win the praise of your colleagues and get a promotion.

This company positioned itself to be a third-party hotel which only provides top grade services and thus got remarkable profits over time.

The definition of positioning is accepted and used widely. However, if we do a sample survey of business managers and marketing personnel, and people working in market consulting services and the advertising industry for their understanding of “positioning “, I believe you will get a variety of answers. It seems that even many professional people, just simply accepted and memorized the term “positioning”, and use it in some specific situations! Few people truly consider “positioning” as a tool and how to put it in to practice.

If “positioning” is indeed effective, at least we need to understand the concept, master the methods, and put theories into practice. We can not just purely discuss about what “positioning” is and treat it as a fashionable term to enrich our vocabulary.

Now, lets look into “positioning”.

Different positioning

Advertising Age, an authoritative advertising magazine in the United States, published Positioning Era in 1972 written by Al Ries and Jack Trout, which declared the birth of positioning.

Al Ries and Jack Trout thought that “positioning” is a method of occupying a market position in the minds of the target audiences. Therefore, they use the present continuous tense “Positioning” to express the process. Any country, company, organization, individual, product or service could use this method to occupy a position in the minds of consumers.

The “positioning” that Al Ries and Jack Trout mentioned actually refers to in-depth study of the target audience from the perspective of the audience themselves in order to choose information to distribute effectively and guarantee a means for consistent communications. This will create a method which impresses consumers and gets them memorize the company in a certain way. Using common language to express these ideas we can name it: the what to say approach.

The principle of positioning brought forward a new era. With this concept widely known and accepted by the mass, marketing experts also tried to connect this principle with the existing marketing theory systems. Thus, we have the classic “S-T-P” steps, S stands for segmentation; T for targeting and P for positioning which is something that occupies a certain place in the minds of the consumers with its unique designs in supplies. (Philip Kolter, Marketing Management 10th edition). Please note that “positioning” here has surpassed its original meaning, it is not just a means of communication, but also holds meaning of unique design in supply.” In other words, the meaning of “positioning” lies in how to design the products, how to price them and what special services should be provided. Obviously, providing uniqueness in supply has actually become the key work of marketing! Therefore, “positioning” changed from a means of communication to the core point of marketing. Marketing experts have completely accepted the term “positioning” and admits the positive influence of adding “positioning” to Marketing Theories, and thus, its meaning have been enriched. Frankly speaking, from the perspective of marketing experts, “positioning” is not just matter of “what we should say”; it has become “what we should sell”.

When marketing experts promote the “S-T-P” method, strategic positioning” becomes the focus of discussion. Michael Porter’s On Competition said that: The essence of the business strategy is “positioning.” In his book, he pointed out: Enterprises can position themselves based on the types of specific products. Just as Galanz’s strategy has focused on the production and development of microwave ovens; enterprises can also position themselves based on all the needs or most needs of specific customers or as how IKEA positioned itself by providing a complete series of household products to young people, who care mainly about price, like to change styles all the time, and do not need services.

After determining a “positioning” strategy, a set of carefully selected activities can be carried out accordingly to strengthen the uniqueness value to their consumers. Take the Southwest Airlines for example, its “positioning” strategy is to provide serve- specific air routes and low-cost and convenient services, in this way, it can reduce boarding time, forgo providing any unnecessary VIP cabin services and only purchase Boeing 737 aircraft in order to enhance the efficiency of maintenance and strengthen its competitive advantages. These simplified activities are carried out based on the strategic “positioning” plan, and has helped to continuously consolidate their market “positioning”, so that other airlines can not compete with them at all.

From the perspective of Michael Porte, “positioning” has got even a richer meaning. The “positioning” of enterprises is what we should do and this is the essence of business management strategy and also the origin of competitive advantages.

There are three different levels of application of “positioning”. They are enterprise strategy level, marketing level and communication level respectively (see picture 1). Confusion often occurs because of the definitions of these three levels of “positioning” are actually different, but all of them are wide-spread and accepted. When we are able to examine “positioning” from different levels, then we can confirm in which level to use “positioning” correctly so that we can avoid confusion about its definition.

It is worth mentioning that the three levels of “positioning” dont contradict each other, on the contrary, the unification of the three levels can form a strong competitive advantage.

For example, Volvo focuses on producing safe cars, the “positioning” of which is in the enterprise level and also in marketing level, this is consistently shown in the process of their communications. So in the minds of consumers, Volvo occupies a market position of safety.

The ideal state of the three levels of “positioning” is a united one. Southwest Airlines, IKEA and Harley Motorcycles are some of the best examples of unity among the three levels of positioning. Strategic “positioning” is the core and direction of business management, so as to determine the direction of the products and services development, and further establish its unique position in the minds of target consumers through communications. We can see that such enterprises are strong powers in their markets.

Positioning and Brands

Clients often need an advertising company to provide positioning services for a certain brands. However, because Al Ries and Jack Trout didnt attempt to construct a theoretical system, nor there is clear definition about the relationship between “branding” and “positioning”. Therefore, the following situations are likely to occur: the clients who believe in the positioning theory claim that they need brand positioning for their shampoo products, for instance, but actually, they do not know what kind of materials concerning the brand the advertising company will submit. Proceeding from the view of business, the advertising company is willing to provide this service for the client, yet due to lack of theoretical basis and standards, clients can not actually identify the quality of the proposal submitted by the advertising company. The two sides will not be able to have in-depth negotiations or revisions on the proposal.

We should change this situation by creating a clear definition; otherwise this problem will seriously affect daily work progress and market results for many enterprises. Like the invention of the light bulb is based on the discovery of electricity, the “positioning” of a brand comes from the unity between “positioning” and “branding”, it is closest to Al Ries and Jacks classic theory on positioning–the positioning of communication, which is the first of the three levels of positioning in theory and practice mentioned above.

“Branding” is the general awareness of consumers on specific organizations, products, services, and the differences among them (Please refer to my article If You Are Confused About the Concept of Branding, and Graphic II in this article to familiarize yourself with the concept of branding). “Positioning” is the process of occupying a position in consumers minds. Therefore, we can consider “branding” as a result, and “positioning” as an approach.

Graphic II
Distinguished-What the brand represents?
Entity-What the brand stands for?
Awareness-to who the brand is meaningful for?

Giving positioning to a brand is to rebuild consumers awareness through the means of communication, which is actually a process of establishing a position or adjusting the present position. When this is completed, in the minds of consumers, a brand will be established or the awareness about a certain symbol has fundamentally changed.

If “positioning” is an approach, then from the perspective of overall brand management, what is the relevance of positioning itself? We know that the core means of brand management is to establish the “symbol system” in the minds of target consumers which is, in fact, to manage the communications and the differences mentioned in the materials provided to further manage the awareness of the target consumers. For this aspect of brand management a relatively complete methodology system exists; David Aakers brand recognition system.” In this system, as a process, brand management is divided into four steps:

Graphic III
1. Establishing brand awareness
2. Brand positioning
3. Communication
4. Following and checking the effects of communication activities and continue to improve them.

In these four steps, the main task of brand positioning is to have the brand recognition content and brand value orientation communications initiatively communicate with the target consumers.

Perhaps we can use peoples thoughts as an example to help us understand David Aakers insightful view. View points of Brand recognition is how a man sees himself, brand positioning is how this person describes himself and brand awareness is how others look at this person.

It is very simple; the essence of brand management is to combine other peoples opinions about you and your own opinion about yourself through various means. Brand positioning, however, is to let others remember your methods in this complex and saturated competitive environment (Graphic IV shows the relationship among brand identification, positioning and awareness).

Conclusion

This article aims to dissipate the fog of the concept and directly reveal the core concept.

Many people are confused about positioning, the reason is that the concept of positioning originated only from communication, but it has been further developed to the following three levels: strategy, marketing and communication.

Many people are confused about the relationship between branding and positioning as well, it is because they confuse branding itself with brand development and management measures.

The problem that we are facing is not the lack of theories, but actually having too many theories on this topic. Lets learn how to distinguish and select proper theories, not only select them but truly, systemically and creatively devote ourselves to implementing the theories we believe in. If these things are accomplished it will be more likely for enterprises and individuals to continuously achieve success in the more and more mature and fierce market competition in China as well as the global market.

Century Business Methods Used Today Are The Problem, Not The Solution

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Throughout the 20th century, various business methods for operating and developing the company have been contrived and refined, becoming the conventional business methods that we use today. We improve management and effect business change by laying new contrived business methods and structures over the methods in place. Even with all the improvements, we continue to have fundamental problems with re-organizations, intangible assets, accounting limitations, cost control, information management, alignment, etc. Even with all the business organization and management methods, we still have not found the one right method to organize and manage the company business.
Until now. Result-performance Management, newly launched in 2008, provides the one right method to organize and manage the business in the 21st century company, and leave problems with 20th century business methods behind.

Conventional business methods are the generally-accepted wrong ways

Over the past decade, we implemented breakthroughs like business process re-engineering, business transformation methods, business performance management, and enterprise resource planning. But, these turned out to be just new names for conventional business methods to do the same old things.

Why are there so many different business methods to do the same thing? Why isn’t there just one right business method? It is simply because all of these different business methods are wrong methods, and we do not know the one right business method. Since all the different business methods we use are wrong, we can only define the right method by identifying the wrong methods that are generally-accepted. The basis for our management and accounting methods is not that they are the fundamentally-sound and understood right business methods, but that they are the generally-accepted wrong business methods. When we come up with the one right business method, it will be known and accepted, and all of the wrong business methods will be obsolete.

Conventional thinking prevents the new breakthrough needed

Since the beginning of business, no one has ever stopped to think, “Are the business methods that have always been used the best business methods”. We accept existing business methods as the basis and try to improve the methods.

New business methods contrive ways to alleviate the symptoms of fundamental problems inherent in the way things have always been done. This we can do ad infinitum without ever solving the problems. How many methods do we have and how many books have been written about corporate governance, business organization, change management, investment management, capital development, performance management, cost and value accounting and management, solution alignment, intangible assets, business collaboration, etc. Why do we keep coming up with new business methods, if previous business methods were supposed to have solved the problem?

Management improvement books are written using the existing body of knowledge or published record as the valid basis. Many of the books cut, reorganize, and paste what has already been written. Other books describe innovative ways enterprises are coping with contrived business methods. These approaches prevent new breakthroughs and can, at best, produce some incremental improvement.

Conventional 20th century business methods do not organize and manage the business

The problem is that conventional business organization and management methods do not organize and manage the business. Instead we contrived business methods to organize and manage people, departments, functions, activities, duties, positions, tasks, and numerous other entities. Each business method defines these entities in its own way. Each method is laid over the business obscuring the actual business and compounding the problems of business change. The many different business methods describe the company with different entities and definitions creating information complexity and proliferation of information systems.

The organization structure is laid over the business. The business changes, while the organization structure remains rigid, building pressure for reorganization and upheaval. Other business methods and structures are laid over the organization structure. The actual business lies hidden under a proliferation of methods.

We need one right way to organize and manage the business

We need to step back and take a completely new look at the basics of our company business and build the one right method to organize and manage the business. Conventional business organization and management methods manage contrived entities, but fail to specifically define the business and manage specific business entities.

The business definition is investments in capital as solutions of worth utilized for costs and effectiveness of performance to produce value and quality in results. Conventional business management methods do not identify and manage the three entities that define the business and must be managed:

1. Results: Specific economic outputs of value and quality produced at any level from business performance
2. Capital: Specific invested capital available as solutions to be utilized in business performance
3. Performance: Utilization of a specific solutions of worth to incur costs to produce specific results

These three entities are used in Result-performance Management (R-pM) to organize the company. Any other entities used must be defined in terms of results produced, capital investments as solutions, and performance in solutions utilized to produce results.
The business organization changes naturally as results are added, changed, or deactivated. The business organization changes with each new capital investment to implement solutions or to discontinue old solutions. Human capital personnel and capabilities are deployed as solutions where they have the capability to manage and produce results. Other capital is deployed as well as specific solutions to be utilized in performance to produce a result. The business organization changes with each redeployment of a solution to be utilized in performance to produce a result.

R-pM is the new breakthrough needed to organize the business

R-pM is a new breakthrough that defines the results that enterprise management wants to produce and adds and deletes results as needed. R-pM defines the capital utilized as solutions in performance, to show how costs are incurred. R-pM deploys solutions to be utilized in performance to the results to be produced to show total performance costs against the result value created.
Once the organization is simplified, R-pM manages the enterprise in three dimensions for ongoing advantage

1. Result: Manage economic output to reach revenue goals
2. Performance: Manage invested capital in performance to reach profit-margin goals
3. Management: Manage operation and development goals by time period for return and strategic value

R-pM develops new capital solutions over time to create value in new results. R-pM governs the company business performance over time to create strategic value.

R-pM is one simple integrated business method for 21st century management

R-pM removes conventional business complexity and provides one simple integrated business method that eliminates re-organizations, intangible assets, misalignments, ad-hoc development, change management, and unknown costs. R-pM enables strategic value creation, result value-quality chains, transparent governance, innovation technology management, beneficial development, cost and value accounting, result-performance optimization, business collaboration, consulting professionalism, solution-sharing, and many other advantages prevented by 20th century business methods.
When we employ R-pM, we have the one fundamental right business method to organize and manage any enterprise for 21st century management, and leave all the obsolete wrong business methods and unsolvable 20th century problems behind.

Strategy – Probably The Most Overused And Misunderstood Word In Business

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How many times have you heard someone talk about successful business strategies or ‘taking a strategic approach’? What do you think they actually mean by the use of the word strategy? Most often the people using it are trying to convey the fact that they have given the subject a bit more thought than usual, that they have looked a little further ahead than normal. If a consultant uses it be very wary. Strategy costs more than mere ideas or tactics. How much would you pay for consultants who have’ kicked around a few ideas’ or ‘come up with some tactics they think might work’. Depends how good they are. But if they come back with ‘strategic business advice’ you expect it to be very good and of course very expensive.

Why expensive? Because you would hope that a consultant or colleague would have used some kind of intellectually robust framework, that they would have tested their assumptions and developed more than one solution which they evaluate rigorously before making their strategic recommendation. This takes time and expertise and both are expensive. Let’s assume they have done all of this – does that make it strategic business advice rather than tactical advice?

Not according the dictionary. The dictionary definition of strategy is very clear and military. It defines strategy as “the art of war – disposing troops etc in such a way as to impose upon the enemy the conditions for fighting (time and place) preferred by oneself”. If we accept business is in effect a war – you develop successful business strategies because you define success as beating the competition – there is no reason why this definition of the overused word, strategy, is not appropriate for business strategy. It requires all that planning and testing of assumptions discussed already. Some kind of robust intellectual and very honest framework will certainly help to develop and evaluate options. Even the lazy use of the word strategy – giving it a bit more thought and thinking ahead – would be implied by the military, dictionary definition. But there is an extra dimension to real strategy. It requires you to do all this and come up with something that changes the rules in your favour – in other words it requires creativity.

And there is one other aspect to this more demanding kind of strategic thinking. It is about people and their behaviour. In order to ‘deploy the troops’ and change the rules you have to understand how people tick. If being creative involves changing behaviours then you have understand how those behaviours were formed in the first place and how they might be changed if you want a successful business strategy.

Before putting the dictionary away (the definition of strategy above was taken from the Oxford English Dictionary) just go forward to tactics. You will discover that the definition is exactly the same as for strategy with one addition. Tactics involves the all-important stage of implementation, putting the strategy into practice. So it turns out that far from tactics being less weighty and valuable than strategy they are actually the most valuable thing of all. A sound strategic plan that is successfully implemented includes, indeed demands, tactics.

The use, and overuse, of strategy in business is more often than not pretentious over-claim by people who do not really understand what they are talking about. It certainly does not mean giving something a bit more thought or thinking a bit more long term. It absolutely demands a thorough and honest assessment of your assumptions and your options. At the risk of being melodramatic, sloppy thinking in military strategy costs people their lives. In business it just wastes time and money. Strategic thinkers will of course use frameworks based on their experience. They will break a problem down so they can think about each component of it but they will look to change the rules not just apply them. And the true strategist understands that strategies are aimed at people and changing their behaviour. Their strategic business advice will be based on an understanding of human behaviour. Just as in war, a strategy does not just get the job done, it enables you to beat the competition, to deliver higher returns than ever before, to win and win big for the least expenditure of resources.

So whether you are undertaking a brand planning strategy, a new business launch strategy or any other kind of strategy remember what this really means and remember to include the tactics which are just if not more important. Then you can charge accordingly.

Conduct Online Business Properly And Securely

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With the advent of technology, the ways of conducting business have also improved staggeringly. E-business or online business is the use of communication technologies and information so as to support all the activities of a business. Commerce can be defined as the exchange of goods and services between groups, businesses and/or individuals. It is an integral part of any business. Online business is aimedat the use of communicating information, technologically, so as to improve business relationships between various businesses or a group of individuals. In the year 1997, the term was first put forth by the IBM marketing agency, Ogilvy and Mather. IBM published an eight page article in the popular business magazineThe Wall Street Journal where they pioneered the use of information technologies in conducting a business but they did not copyright the term e-business so as to allow other businesses use it to promote their business. But, in the year 2000, when nearly all the businesses started using this technology, IBM launched a $300 million campaign where they introduced themselves as the pioneer of e-business and advertised their own e-business infrastructure abilities.

If you are looking towards conducting big deals online, there are a few tips you need to remember which are

Make sure the companies with whom you are dealing with are reputable and well advised
When you sign a loan or credit application with a business for your online deal, be sure to check out whether the company stores this information or deletes them instantly
Check out the companys privacy policy and ask them how your information will used
If you are using a bank account number or a credit card while doing business online, keep a copy of all the important details like credit card and bank account numbers, the credit limits and the expiration dates of your card
Keep the phone number of the anti-fraud department handy in case you have been duped
Only provide you PAN number or Social Security number in case of government activities and nothing else
Make sure the website you are using to conduct business is secure (check for the word https:// in front of the web address) otherwise dont conduct the business.

Whether you are looking for online services review or the best restaurant deals online, you can always visit dealshi5.com for each and every deal available all throughout the country. They are a website for registering all online events in the country and help you locate the business you require for your purpose with the help of online maps.

Use Noncompete Agreements To Help Protect Your Business From

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Q: One of my former employees has started a competing business and is calling my clients and trying to steal their business from me. Do I have any legal recourse against him?
— Brad J.

A: I hate to break this to you, Brad, but unless this former employee signed a noncompete agreement while on your payroll, there is probably very little you can do to stop him from wooing your customers. You should discuss the situation with your attorney, but unless this person is also breaking the law in some other way (using stolen trade secrets, for example) your attorney will probably concur with me.

Renegade former employees riding the free enterprise wave is one reason noncompete agreements are gaining in popularity among employers who hope to use them to help protect their business from competitive threats launched by former employees. Many employers are now demanding that key employees sign noncompetes as a stipulation of employment. While signing noncompetes usually doesn’t sit well with employees who view them as potential roadblocks to their upwardly mobile career path, many businesses will not hire a key employee without his or her signature on the dotted line.

A noncompete agreement is a formal contract between you and your employees in which they promise not to use information or contacts pertinent to your business in a competing situation. In other words, they agree not to take everything they learn working for you and put it to use for someone else. This could mean going to work for a competitor or starting a competing business of their own.

While not popular with employees, noncompete agreements are a good way for employers to keep key employees on the payroll and protect the company’s proprietary information. That said, do not go overboard with noncompetes: not every employee should be required to sign one. If an employee does not have access to sensitive information, customer or accounting data, or is integral to the overall success of your business, there is no need to have them sign a noncompete. The janitor, for example, poses very little threat to your business if he gets a job with a competitor. Your sales manager, on the other hand, can devastate your business by hooking his wagon to a competing horse.

Which employees should sign noncompete agreements? While the prerequisites vary from business to business, the following is a good general list. The term “employees” represents executive level, management, supervisory, and non-management personnel relative to that example:

– Employees involved in research or product development. – Employees involved in the design, fabrication, engineering, and manufacturing process. – Employees who service products made and sold by your company. – Sales and service employees who have regular contact with customers or sensitive customer information. – Employees with access to sensitive business information or trade secrets. – Most importantly, employees who have sufficient information about your business that would allow them to start a competing business.

Most business experts agree that noncompete agreements are generally a good way to protect your business. The downside is that noncompete agreements are often difficult to enforce and in some states, may not be enforceable at all. Many state courts have ruled that noncompete agreements are too restrictive on an employee’s right to earn a living.

In California, for instance, noncompetes are generally only enforceable in connection with the sale of a business and not for employees. In Alabama, noncompetes are generally enforceable in only two contexts: the sale of a business and in connection with employment – but even then the enforcement requires that there be a valid interest worthy of protection.

Some states require that the noncompete be signed at the beginning of the employment relationship and will only consider the enforcement of a noncompete signed after the initial employment date if the signing of the noncompete was accompanied by a promotion, raise in pay, or other event that elevated the employee to a more important role within the company.

To be enforceable, noncompete agreements must be reasonable on three accounts: Time, geography and scope. Regarding time, you can’t restrict someone from competing with you forever, so one to three years is the accepted time period for most noncompetes.

As to geography, you can enforce restriction in the general area where you conduct business, but you can not enforce the restriction beyond those boundaries. And for scope, the agreement can restrict certain actions on the part of the employee, but can’t be so generally restrictive that the employee won’t be able to earn a living working in the same industry in a noncompetitive position.

One interesting thing to note: noncompete agreements are not enforceable against certain “professionals,” like doctors, CPAs, and lawyers (who do you think writes all those noncompetes).

At this point, Brad, the best thing you can do is contact your attorney to see if you have other grounds for suit, then contact your customers and let them know what’s going on.

Explain the situation regarding the former employee, but do so calmly and resist the urge to tell them what you really think of this guy. Showing your anger to the customer is not going to help you keep their business .

Reaffirm your relationship with the client, tell him how much you value his business, remind him of your track record and level of service, then ask one simple question: What can I do to make sure your business stays with me?

Here’s to your success!

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