Module 1 Assignment. Positioning. Business & Marketing Essay

Positioning
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Institution / Affiliation
Positioning
In the contemporary business world, business branding faces challenges including globalization, hyper-competition, and mass consumption. These influences significantly affect the consumption of products and services. Thus said, positioning is the foundation in building strong brand awareness and competitive advantage. According to Karolina Janiszewska (2013), positioning refers to all activities that help business products or services stand out compared to those of competitors in the market as well as in the mind of the consumers. In other words, positioning is the message an organization wants to stamp in the minds of customers and prospects on the exceptionality of its products or services (Janiszewska & Insch, 2012). Effective positioning makes a product or services unique, thus making consumers consider using it more than those of competitors. Besides, it offers a product or services unique selling proposition.
Positioning is a vital component of an organization's brand strategy. It is the foundation of competitive advantage and brand awareness more especially in today’s market place cluttered with a broad product and brand portfolio offering similar benefits. Usually, positioning instills discipline to business processes thus ensuring all opportunities are considered and fully assessed (Karolina Janiszewska, 2013). In reality, when an organization has a clear and definite brand position, its marketing initiatives become more efficient, focused, and effective – leading to increased sales and revenues (Janiszewska & Insch, 2012). For example, Coca-Cola's strong positioning focused on inspiring happiness and making a positive difference in customer’s lives has helped remain a market leader in the manufacture, distribution, and marketing beverages, syrups, and concentrates for more than 125 years. In many of its promotional campaigns like “open happiness”, “the Coca-Cola side of life” the brand have communicated values of joy, friendship, sharing, unity and fun to all stakeholders.
Besides, brand positioning helps a business to ride out bad times more easily. Similarly, effective positioning helps an organization become market-oriented, cope with market changes, satisfy the needs of buyers, promote consumer goodwill and loyalty, design promotiona...