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The precise origins of the positioning concept are unclear. Cano (2003), Schwartzkopf (2008), and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.
In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. [1] Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. [ 2 ]
The marketing program for each brand or product should be based on the understanding of the target market (or target markets) revealed in the market profile. Positioning is the final step in the S-T-P planning approach; Segmentation → Targeting → Positioning. It is a core framework for developing marketing plans and setting objectives.
Marketing communications are conceived and executed with the explicit intention of engaging with consumers to influence and shape their perceptions of a product or brand. This is done to build a positive image, meaning behind, or experience associated with a product or brand for continued future transactions between retailer and consumer.
For example, a business may feel it sells upmarket products of high quality, but if customers view the products as low quality, it is their views which will influence sales. Typically the position of a company's product , product line , or brand is displayed relative to their competition. [ 1 ]
Online branding involves different brand positioning and marketing strategies, which can not only differentiate separately branded products but also bring together endorser brands. [8] For example, Library Websites are a prime example of such linking between the university website and other database or publisher websites such as FirstSearch and ...
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives.
Kitchen, [clarification needed] a reasonable equilibrium between perceived prestige and price premium is critical to an effective masstige strategy. That is to say that masstige brand positioning for the consumer is to develop the brand as a premium, or reasonable level of perceived prestige yet whose price point is similar to middle-range brands as outlined in the diagram below.