In order for an organization to earn itself a good share of the market size, its brand plays a very crucial role. The brand must be well positioned if at all the branding strategy is going to be a success for the organization. The term ‘brand positioning’ is used in this context to refer to how a product of a certain brand appears as compared to other similar products in the market. Arguably, brand positioning can be looked at from two perspectives; vertical and horizontal. From the horizontal point of view, it relates to the customers’ perceptions of the qualities and features of a product ...
Branding College Essays Samples For Students
2 samples of this type
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Strategy for sustainable competitive advantage
Every organization’s corporate strategies are focused at developing a sustainable competitive advantage that will allow the company to continuously maintain and improve the enterprise’s competitiveness in the industry it is in. This enables the organization to stand strong despite competition or saturation of the market over a long time. An organization’s competitive advantage is said to exist if customers perceive the firm’s product or as superiors or better than that of its competitors. There are various sources of competitive advantage in organization. These sources revolve around an organization internal environment (Dess et al, 2005).
Dyer and Singh (Oct ...