Brand Positioning and Brand Identity

267 views 7 pages ~ 1752 words
Get a Custom Essay Writer Just For You!

Experts in this subject field are ready to write an original essay following your instructions to the dot!

Hire a Writer

Brand positioning refers to the act of designing the company’s offering and image in a way that would occupy their distinctive place in the mind of the target market (Wheeler 2017). It implies the process by which a company is distinct from its competitors and the place it occupies in their memory. Therefore, the aspect forms a primary consideration and element of the brand’s strategy. If it is appropriately applied and communicated, the marketing program considerably improves and becomes more efficient yielding an improved return (Cravens and Piercy 2003). Nonetheless, many companies have not put the aspect into consideration due to the inadequate knowledge on the field. With regards to that, we would assess two companies based on their brand identity. The analysis would center on a strong and weak brand with an objective of enhancing and improving the weak one’s strategy.

            Brand identity includes every aspect that a firm wants for a profound and distinctive interpretation of their brand (Doyle 1990). The process involves the coordination and association of six facets namely the physical appearance, personality, customer self-image, personality, culture and customer reflection. On the other hand, positioning is the concept where a piece of mental picture for a brand comes up in the client’s mind through the crafting of a communication strategy (Underwood 2003). With reference to that, Amazon and Penguin Books are two distinct companies. They are in two different fields with varying visibility among their clients. Besides that, their core operations and marketing techniques are unlike. Presently, Amazon has a strong brand presence when compared to Penguin books. The variation is mainly as a result of brand identity and position.

            Amazon is e-commerce organization with interest in other areas such as cloud computing and logistics among others. They embarked on a successful market model campaign that saw an increase in their growth. With the evident trend and pattern, there was visible change that came into effect. They developed a brand identity and position that saw clients buy into it and make it part of their lives (Ghodeswar 2008). Their concept of being a platform that provides and sells everything anchored well with the clients. What is more, their low-price model, efficiency, reliability and value for money approach resonated with the target customers. It provided a platform where customers could purchase anything at their comfort and receive it in the shortest time possible.

             Their brand as a symbol represented modernity, functional appeal and reliability (Aaker and Shansby 1982). When the word Amazon appear anywhere, many people are able to relate to the company as it has become part of their lives. Their organization identity revolves around innovation, trustworthy, customer eccentric and its global outreach (Wang, Wei and Yu 2008). Furthermore, the brand as a person is friendly, honest, energetic and timely. Their target audience and position based on demographic segmentation is young individuals who spend a considerate part of their time on the internet. In their geographic segmentation, they aim at appealing to the entire world.

In psychographic segmentation, Amazon constantly redesign their website besides ensuring customer loyalty through personalization. What is more, they enable customer review of suggestion without pushing the sale of new items which is crucial in facilitating customer care and long-term relationship (Keller 2001). There is also the frequent adding of new categories and the lightening deals. The company is efficient in executing the brand resonance pyramid that worked in aiding it achieve its global success and outlook.

In a different turn of events, Penguin books was a reputable brand during the earlier days. However, its presence tremendously declined making it lose the appeal that it once enjoyed. The company failed to keep up with the trend and launch a successful campaign that would enable it retain its relevance. They lost track at a particular point which made their appeal erode and unable to resonate with the customers. With reference to that, it would be of importance that the company considers coming up with a strategy that would enable it regain its former state. Compared to Amazon, one can consider the brand weak despite its operations till of date. There was need to come up with an approach that would benefit the firm and provide a turnaround plan.

The initial step would be the formulation of a brand concept (John, Loken, Kim and Monga 2006). There is need for Penguins Book to first determine its target clients which would be crucial in crafting a concept that resonates with them. Failure to put the factor into consideration leads to confusion and ambiguity that ultimately translates into a flop. Such a move is crucial in coming up with a unique attribute that would attract customers to purchase the product or service (Porter and Advantage 1985). If the target are authors, an emphasis needs to be on their content through provision of channels that would widely publish and distribute their books. A conducive platform that favors them will attract many accomplished authors which would translate to more clients willing to purchase the products.

Messages relating to the company’s embodiment would be an appropriate move to enhance remembrance and brand retention. A message such as “We are the future of books” plays a key role in relaying an idea. Customers want to be aware of the brand as a product, symbol and organization (Keller, Sternthal and Tybout 2002). All the expectations are to realize through a strategic and well thought out concept. The close relationship that a company establishes with its clients is what will sustain and maintain its relevance. The meaning needs to be clear and straightforward on the benefits that result after its purchase or association.

The next tactic is the crafting of a verbal identity. A brand name needs to be simple and descriptive besides evocative. Taglines need to be in such a way that they capture the clients’ attention and resonate with their personal lives. The tone used should express a sense of care and concern. People need to feel an association with the brand and that their contribution is of value and appreciated (Wheeler 2009). Design of the visual and sensory identity needs to relate to other components such as the firm’s packaging, corporate uniqueness and parts of the interior (Sengupta 2005). Penguin books can come up with a logo that relates to a book to avoid misleading the clients. Familiarity is fundamental in attracting customers. Their name should also be able to transform into a symbolic representation. A consideration of changing the company’s name to suit present times would be worth deliberation in fitting the present dynamic needs. Clients long for a sense of appeal and customization that would translate into loyalty.

Aside from the identity, there is also the aspect on positioning. There are crucial elements that require thought in order to enhance uniqueness and facilitate differentiation (Nandan 2005). One is the target market. Penguin books need to clearly define their target. Without a defined market, completing the other phases would be difficult. Brands are in the minds of the consumer and therefore a clear and strong position is necessary. Since the brand may appeal to more than one target market, it is of importance to ensure market-specification that would be harmonious to avoid creating dissonance.

The other issue is on the competitive set, frame and reference. The element can only be achievable when the brand is able to analyze issues from the client’s perspective in order to determine the relevant options available. For example, Penguin books needs to determine its competitors which would aid in facilitating a clear definition and separation. After a successful determination, differentiation follows. Sometimes the attribute is known as the unique selling proposition or brand promise that makes the product different from others, and the reasons why consumers prefer it. Differentiation is possible through the realization of the target market and category (Park, Jaworski and Maclnnis 1986). A strong differentiation strategy shields a brand from competition a move that increases operational efficiency. It is not advisable to set a limit on price distinction but rather undertake a holistic analysis.

The supporting points are the other elements. There is need to clearly elucidate why the target market should believe that the brand can deliver the differentiation. What attributes can be delivered to support the claim. If Penguin books claim that they are the future of authors, what evidence is there to substantiate the position? It reflects on the reason to believe the company. Only the strongest and valid supporting points qualify for approval that will improve the efficiency of the message communication.

In conclusion, brand identity and position strategy are significant aspects with regards to attracting and retaining clients. It is of essence that a firm creates a lasting impression on the customers that would make him resonate with them. When the approach manifests into reality, it becomes easy to achieve uniqueness and differentiation essential for growth.


Aaker, D.A. and Shansby, J.G., 1982. Positioning your product. Business horizons, 25(3), pp.56-62.

Cravens, D.W. and Piercy, N., 2003. Strategic marketing (Vol. 8). Boston, MA: McGraw-Hill Irwin.

Doyle, P., 1990. Building successful brands: the strategic options. Journal of consumer Marketing, 7(2), pp.5-20.

Ghodeswar, B.M., 2008. Building brand identity in competitive markets: a conceptual model. Journal of product & brand management, 17(1), pp.4-12.

He, H., Li, Y. and Harris, L., 2012. Social identity perspective on brand loyalty. Journal of Business Research, 65(5), pp.648-657.

John, D.R., Loken, B., Kim, K. and Monga, A.B., 2006. Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research, 43(4), pp.549-563.

Keller, K.L., 2001. Building customer-based brand equity: A blueprint for creating strong brands.

Keller, K.L., Sternthal, B. and Tybout, A., 2002. Three questions you need to ask about your brand. Harvard business review, 80(9), pp.80-89.

Nandan, S., 2005. An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12(4), pp.264-278.

Park, C.W., Jaworski, B.J. and Maclnnis, D.J., 1986. Strategic brand concept-image management. The Journal of Marketing, pp.135-145.

Porter, M.E. and Advantage, C., 1985. Creating and sustaining superior performance. Competitive advantage, 167.

Sengupta, S., 2005. Brand positioning: Strategies for competitive advantage. Tata McGraw-Hill Education.

Underwood, R.L., 2003. The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), pp.62-76.

Wang, H., Wei, Y. and Yu, C., 2008. Global brand equity model: combining customer-based with product-market outcome approaches. Journal of Product & Brand Management, 17(5), pp.305-316.

Wheeler, A., 2009. Designing brand identity. Canada: Whiley.

Wheeler, A., 2017. Designing brand identity: An essential guide for the whole branding team. John Wiley & Sons.

October 24, 2023



Corporations Marketing

Subject area:

Company Brand Management

Number of pages


Number of words




Writer #



Expertise Brand Management
Verified writer

I enjoyed every bit of working with Krypto for three business tasks that I needed to complete. Zero plagiarism and great sources that are always fresh. My professor loves the job! Recommended if you need to keep things unique!

Hire Writer

This sample could have been used by your fellow student... Get your own unique essay on any topic and submit it by the deadline.

Eliminate the stress of Research and Writing!

Hire one of our experts to create a completely original paper even in 3 hours!

Hire a Pro

Similar Categories