Basic Branding Positioning Principles

How do firms develop a good brand name? They use these basic branding positioning principles to make sure their brand can be a sustainable business and brand.
Filmed in Edinburgh, Scotland
Copyright Mark Wolters 2019

#marketing #branding
Topic 10: Branding

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[ProfRCB]

I love how clear all the ideas being presented, for a students to listen to it it's real easy to get the point. This is really perfect awesome job prof.

[yueqiwang]

1 unique
2 important
3 enduring
4 believable
5 being consistent

[davidbykox]

Man, you are like omnipresent person. I've watched your videos about traveling, then returned to work and here's your video as well 😄

[AisleorWindow]

I'm not a marketer, but I always love these videos. 100% agree with the Toyota example .... Love my Corolla. Nice flashback to Spuds!

[sportsfounder]

Thanks for doing this Professor, Can you do a video on the Sports brands, Where do you see the industry going?

[jasoncreech]

Glad I subscribed to your new channel. Really enjoy your worldly perspective. Keep up the great work.

[ntcuongct]

Dear Friends, I have a few thoughts about a small aspect of brand positioning as follows:
1/ Before doing brand positioning, the company needs to be able to sell products and have high revenue, because this proves that the company has had a certain number of customers in a certain area.
2/ Good product quality will support brand promotion, and the brand helps customers find the product fastest.
3/ The cost of running brand positioning will require a large amount of money, so it is only for companies with high marketing budgets.
4/ Brand positioning helps customers quickly identify the company's core values and buy products.
Do you agree?.

[ntcuongct]

Dear friends, I have a question:
1/ After the company runs a brand positioning program, does the company need to run promotion programs to stimulate consumer purchases? Thank you.

[tosht]

Spuds McKenzie was never supposed to be believable. Just like a talking gecko representing an insurance company. With all the noise out there, it's simply a way to become memorable with repetition. I know nothing about the industry but Advertising is interesting to me. I haven't seen any Bud commercials about drinking at home...the last one I recall is Charlize Theron in a pool hall. Memorable because she's hot. That's tried and true advertising. Bud Light is going with The Bud Knight and Middle Ages stuff. Fun. Goofy. Popular. Can't really talk about how delicious Bud and Bud Light are because they'd get a ton of backlash so they have to be creative. 👍

[RollerGuideX]

Playing devil's advocate here but I feel "believable" needs to be defined or framed better. The famous Cadbury campaign with the Gorilla playing drums... it's not really believable in that sense. Granted it's an single campaign and not a repositioning campaign. But commercials like that and even the super effective Snickers "You're not you when you're hungry" campaigns all have played in the non-believable space. But they have all worked brilliantly. Even work from challenger brand strategy. will create work that are not factual and more creative in that sense. And we all know Peter Field and Les Binet's work has shown that creative work really punches above it's weight class. So can we really say believability in execution is a cornerstone in positioning? A brand has to deliver on it's promises yes, if not it will not move beyond trial and not even that in modern world. But I feel this aspect of your argument needs some tweaking. imho.