The concept of Branding has evolved from a primary communication tool to a more significant marketing concept. Brand positioning is one of the most important marketing strategies which emphasize a place in which a product brand or even a Company, for that matter, could hold on the minds of the consumers when the same is compared to the other similar offerings in the market. Hence it could be also inferred that more that a product being positioned in a given marketplace, it needs to be positioned on the minds of the consumers such that it helps them associate certain values and beliefs with such offerings. It is hence an important component of marketing strategy along with application of appropriate marketing mix. Branding enables a customer to relate his experiences with such an offering, the derivation of the value out of the product and the overall manner how the Company behave with the customer.
It is necessary to match the offline and online branding initiatives because of the wider base of the consumers that an Organization can cover into, through branding. Further, in the era of modernization where there has been a remarkable revolution of internet technology, branding is finding a better space even in the virtual world to reach out to the masses. Further, in cases where the consumers are not comfortable using the technology such as that of internet owing to either old age, mental block or location issues, the offline mode of branding can help reach out to them more efficiently.
In addition, it is necessary to position a product, both on the offline and online media and it is difficult for a product to succeed in the market without a formal positioning strategy that involves both the fronts. It is mainly essential since there are umpteen numbers of choices available before the consumers at their disposal and hence there is a ceaseless activity of decision-making running on their minds. The information could be possibly received on various ranges of products in the era where communication indeed dominates the marketing strategies. Moreover, there usually being too much of availability of information in the market that it may tend to confuse the customers to decide upon a particular product. Here is when a brand positioning or a product positioning has a role to play, both on offline as well as on the online medium. It helps in simplifying the consumer’s dilemma of making a choice by occupying a position of the brand on the minds of the customers and the moment the customer hear about a product, this brand should feature in his recall list. This enables a customer to cease analyzing upon any further choices and stick to the brand which has successfully been able to position on the minds of the customers. Brand recall value is therefore a decisive factor when it comes to Positioning. For example, it one thinks of family entertainment, Disney is first that hits our minds. Also when it comes to germ-protection, Dettol is the thing for us. Next talking about mobile phones, the finest quality provider that occupies our mind is certainly Apple i-phones and this list of examples may go on. Hence, starting from the advertisements in the newspapers to the e-advertisements on social media and other sponsored websites, brand positioning is essential on all media.
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