BRAND and CONSIDERING OURSELVES AS BRAND

BRAND and CONSIDERING OURSELVES AS BRAND

 

 

Brand is a character or individuality which is described in the communal perception of the consumer and like any other personality; it is single because it is made of promises satisfied and a discrete set of values. Its nature is communicated by a very large amount of tangible and intangible experiences, and when the various elements fuse together well, a brand is unmistakably different from each other similar product or service.

For this paper, I decided to analyze my needs in order to see meyself as a brand. I will describe different capabilities by giving extraordinary examples.

The theoretical structure of brand association causes that a brand is essentially more powerful when its communication and assurance is delivered always across all of its contacts, than when it is delivered in an impulsive style.

Some have said Positioning is dead. I think that this is not true. Positioning is alive and is processing very well. Successful brands are still the ones using the most influential concept ever to be introduced into advertising, marketing and branding.

Moreover, I will discuss about the positioning of three brands: Cola Turca, which is a product of ULKER Corporation, and medium of this advertising is very large such as TV, billboard, radio, magazines, etc, and as a challenger brand: Calvin Klein.

As a brief summary of the general situation of the ULKER corporation may be given as: Ülker with its common companies and self-exporting capability towards more than 95 countries in America, Europe, Far East, Middle East, and Turkic Republics will be a case for me to describe positioning on that company. By means of globalization, the most important steps taken by Ülker mostly depended on establishing foreign partnerships. Acquiring unfamiliar investors to its in attendance companies provided Ülker incorporation with foreign savings. Nowadays, there are companies from Netherlands, Luxembourg, Switzerland, England, and France in its foreign corporation range. As a worldwide corporation Ülker, has 60 percent of Turkish market in its product range. The main target of the company is spreading the brand name: 'Made in Turkey' both in Turkey and global arena.

The Cola Turca marketing campaign features consist of especially TV ads and prior items are the brand name and the logo. After its advertisings, Cola Turca has become to be one of the most famous coke brands in Turkey when we compare with Pepsi and Coca Cola.

Firstly, I can indicate that, the taste is not the real base for Cola Turca’s charisma. Certainly, Cola Turca’s main achievement depends on the supreme advertisement campaign with Chevy Chase starring. Drinking Cola Turca and behaving as a Turk and in the end getting a Turk are first impacts of that campaign on me.

A Challenger Brand might desire imagining whether to continue in its place or to provide and go to a Leader Brand position. Demanding a leading brand is never simple and a well-thought out, imaginative and original endorse, brand and communications policy is critical to achievement. Calvin Klein is a perfect example. For years, Klein has kept its minimalist plan roots, on the other hand adopted innovative brute type advertising strategies and tactics to market his goods.

In general, they are written from the company’s point of view. “We want to position our brand as the premier product in the category.” What’s wrong with a positioning statement like this? Everything. It leaves the prospect out of the equation. If you want to position a product from the prospect’s point of view, you have a limited number of choices.
Price is the easiest hole in the mind to understand and it’s one of the easiest holes to fill. Sometimes there are no open holes in the prospect’s mind and you have to create one. We call this positioning strategy, “create a new category you can be first in.”

Consumers like choice. Sometimes you can build a powerful brand just by giving consumers an alternative to the leading brand.

When we compare these brands, firstly Cola Turca has not find the price hole interesting. They entered into the market with the same price as Coca Cola. On the other hand, they desired to indicate that their quality is never less that Coca Cola. The “unisex” positioning of Calvin Klein’s oppressive CK-1 perfume seems almost perceptive since when it comes to looking their best, exuding an alluring scent is extremely important to aliens of all five sexes.

In conclusion, there are different items about positioning which is important for the brands and for the customers such as price, the number of choices, quality and style, and so on. The corporations should choose the most appropriate one for themselves.

written by an engineer having no idea about pr and advertising... just some samples from the most basic ones among over 10.000 different papers written by this engineer...

R.M.E. (was written in 2004)