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Brand Positioning

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Key drivers of product positioning:
Image: Key factor that boosts the ego of the user thereby adding to the ‘feel good’ factor.
Value: This is the core indicator of brand positioning.
Price: This is an extremely important factor while positioning a product especially in price sensitive markets such as developing and emerging markets.
Features: This is one of the most imperative factors to be taken into account while positioning a brand or a product as it is directly linked to driving a product’s value, perceived or otherwise.
Brands and their positioning: 1. Vertu: This is an iconic brand positioned at the top of the price chain due to its super premium image. In terms of features, it has very few and technologically lags far behind the other mass brands. What it provides to its user is a sense of having achieved a status that few others have. Obviously the price here is not as important or impactive in its performance. The brand has a limited audience but they are very loyal and faithful to the brand. Chances of switching to another brand are very low. 2. iPhone : Another iconic brand which changed the way mobile handsets were supposed to be designed . This is also like Vertu, positioned purely based on the image but where it differs from Vertu is in the area of features and technology. This is the brand which sets the standard of feature/technology. Due to its iconic nature it is not price sensitive but has a much bigger audience as it is packed with features supported with look, feel and excellent material. 3. Blackberry: This brand is positioned in a very special space due to its great feature, practical functionality and nearly impregnable security . It finds a very find audience in the executive/ business user space . It is primarily targeted at the business user due to its very efficient push email and peer to peer chat

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