Post by vvseoclaubbd360 on Oct 26, 2023 8:43:28 GMT
In the book “Positioning: The Battle for Your Mind” , authors Al Ries and Jack Trout define brand positioning as “ the branding strategy that seeks to occupy a unique place in the mind of the target audience” . In other words, it is the way in which a brand externalizes its values and purposes, and presents itself to the market, investors, customers and the general public .
Brand positioning goes far beyond promoting your products and services or aligning an institutional business discourse . It's also about taking social responsibility and supporting certain causes .
All of this impacts the way consumers perceive your Brother cell phone list business and, consequently, the company's sales, as shown in the Global Consumer Pulse survey, carried out by Accenture Strategy :
In other words, brand positioning has always been (and always will be) important for the success of a business. But given the pandemic scenario we are experiencing, it has become even more necessary.
Brand positioning in the Covid-19 crisis
The Covid-19 pandemic and its consequences bring changes and new adaptations for companies of the most varied sizes and segments. And this also directly impacts the brand image, customer loyalty and attraction of prospects.
For companies that position themselves appropriately, the return is usually positive. Brands that make mistakes when positioning themselves can reap bad results for a long period of time.
A study produced by the Croma Insights Institute, in partnership with the online research company Toluna, listed the brands most remembered during the pandemic . The main research question was: “which companies have a positive positioning in the context caused by the pandemic?”
9,080 interviews were carried out with Brazilian consumers at nine different times between February 19th and April 29th. The result was a ranking of 50 brands, with emphasis on Itaú bank, Ambev brewery and Magalu.
Among the attitudes that were in favor of these brands are social and entrepreneurial performance, employment initiatives, donations and the availability of new products to help combat the pandemic.
Webinar on brand positioning during the pandemic
Thinking about the importance of this subject and how this strategy can be beneficial for companies, VOCALI promoted on August 12th the webinar “Brand positioning: how companies can position themselves in the face of the crisis generated by the pandemic” .
The chat was attended by Vinícius Amaral, marketing and R&D manager at Cottonbaby , and Cris Vieira, communications coordinator at Floripa Airport . The professionals spoke about the importance of brand positioning, especially during the pandemic, and how this is reflected in consumer decisions.
Brand positioning goes far beyond promoting your products and services or aligning an institutional business discourse . It's also about taking social responsibility and supporting certain causes .
All of this impacts the way consumers perceive your Brother cell phone list business and, consequently, the company's sales, as shown in the Global Consumer Pulse survey, carried out by Accenture Strategy :
In other words, brand positioning has always been (and always will be) important for the success of a business. But given the pandemic scenario we are experiencing, it has become even more necessary.
Brand positioning in the Covid-19 crisis
The Covid-19 pandemic and its consequences bring changes and new adaptations for companies of the most varied sizes and segments. And this also directly impacts the brand image, customer loyalty and attraction of prospects.
For companies that position themselves appropriately, the return is usually positive. Brands that make mistakes when positioning themselves can reap bad results for a long period of time.
A study produced by the Croma Insights Institute, in partnership with the online research company Toluna, listed the brands most remembered during the pandemic . The main research question was: “which companies have a positive positioning in the context caused by the pandemic?”
9,080 interviews were carried out with Brazilian consumers at nine different times between February 19th and April 29th. The result was a ranking of 50 brands, with emphasis on Itaú bank, Ambev brewery and Magalu.
Among the attitudes that were in favor of these brands are social and entrepreneurial performance, employment initiatives, donations and the availability of new products to help combat the pandemic.
Webinar on brand positioning during the pandemic
Thinking about the importance of this subject and how this strategy can be beneficial for companies, VOCALI promoted on August 12th the webinar “Brand positioning: how companies can position themselves in the face of the crisis generated by the pandemic” .
The chat was attended by Vinícius Amaral, marketing and R&D manager at Cottonbaby , and Cris Vieira, communications coordinator at Floripa Airport . The professionals spoke about the importance of brand positioning, especially during the pandemic, and how this is reflected in consumer decisions.