I am interested in the difference between a brand promise and brand positioning?
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A brand promise IS basically a brand position.\nA position is created around a promise.\nAn example is Walmart - Always Low Prices. That is their promise and position.\nAnother is FedEx - When it has to be there on time. Position = reliable, promise = reliable.\n\nAll good positions are based on a promise.
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What does that mean?\n\nCompanies can advertise that their products are better than their competitors' products. They are even encouraged to use images of their competitors' products in their ads. This encourages competition and as long as they aren't intentionally trying to confuse people, fair use protects such use of trademarks and copyrights.\n\nBy the way, there is no such thing as truth in advertisement so no evidence is required to make such claims.\n\nEdit: The legal departments of most companies won't let them make libelous ads. There's a difference between saying "Product A is better than product B" and "Company A is better than company B because they kill young children and then eat them".
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Segmenting Targeting Positioning STP\n\nwhere you basically:\n\n1. Segment = Break the market into smaller, more homogenous segments \n2. Target = Specifically target the discrete market segments \n3. Position = Position the product or service to appeal to the targeted segments
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Marketing identifies, measures and understands needs and wants for the purpose of educating the customer about a product or service, which a) matches their needs, wants, preferences and b) for which they are willing to provide some exchange (usually $$) for a profit. \n\nMarketing is also used to differentiate how one product or service is distinguished from other competing offerings.\n\nTogether, with other functional parts of any company, marketing can significantly impact demand, which is the buying expression of customer needs and wants.\n\nMake sense?
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On the rise... the concept of involving the customer appeals to most if done correctly.\n\nI'd be happy to more more information if you let me know the specifics of what you'd like to know.
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Representing brand names, like having the latest Louis Vuitton or whatever, is the biggest one I can think of.  Letting others know that you have the latest shows social or class distinction because you had the money to buy it.  Wearing the most up-to-date trends also shows social distinction that you are up-to-date.
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Concept marketing can also be where a company or business is selling an image, instead of a specific product.\n\nFor example:  Coca-Cola doesn't sell sweet dark liquid, in a plastic bottle.  It sells the feeling of youth, the feeling of belonging, and the feeling of community.  Mercedes doesn't sell you a car in their advertising, they sell you status in your community, affluence, and superiority over the Volvo driver next door.\n\nCompanies that continue to sell products by spouting facts, and stats, are missing the boat.  Sell an image, a feeling.  Consumers will find out the facts when they come looking for that feeling they want.
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I think the appeals advertisers use are similar - fear, sex, power, etc.\nThe goal is typically the same: either brand building/recognition or to generate interest in a product; to provide a "hook" that gets people curious to know more (e.g. recognize it at a retail location, or click through to a website).
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Product Positioning is a marketing process made up of segmenting the market, targeting one or more segment/s of the market and positioning your product/service in the market.\nProduct positioning can be defined as the place a company wish its product/service to occupy in the consumer's minds relative to competing products/ services.\nFor example BMW cars are positioned in the cusumer's mind as cars made for sporty successful people who wish to distinguish themselves.
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That's what branding is all about. Getting the name out there.  Making it become a household word.  When you go to get tissues you're going to get Kleenex's weather you actually buy Kleenex's or not. Going to get a gelatin dessert....you say you're going to get Jello.  Marker pens...that's right Magic Markers.  Branding spots have done this for these products. Yes branding does work.  I help make these type of spots or ads.  Lots of research is poured into them. One more...Things go better with_____! Did you know the last word?  Coke stopped those lyrics over 10 years ago.  Branding works.  DM
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Marketing is a wider concept than sales.\n The objective of 'selling' is to get as many quantities sold as possible, whereas the objective of marketing is 'consumer satisfaction'.\n  Marketing involves gaining the prospective customer, brand positioning, building goodwill, promotions etc. and also includes sales.\nSo sales is only a part of marketing with a restricted approach towards profit-maxisation thru icreasing sales but marketing achieves the same objective thru customer satisfaction.
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Any projection, even in a known market, involves assumptions.  In your case you will have to make a few more, but that is OK.  The key is that you clearly state what your assumptions are.  Then as you gain knowledge of your market and your customers, you can replace assumptions with data, or at least educated assumptions.  \n\nI would suggest starting with some identification of what you consider your market.  Quantify the market (how many companies, how much do they spend on similar products or services, etc.) This type of information should be pretty available unless your product is very obscure or new.  Then, once you know the size of the market, identify and quantify your competition.  How much are they selling to your customers?  How much do you expect their market share to change?  Calculate some measure of market strength or expansion.\n\nSubtract your competition from the market capacity and that is your potential capacity.  I hope this helps!
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A product or service.\nA clear message with meaningful tangible benefits.\nA call to action. (Tell 'em how to buy.)
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At my company we call is FAB\n\nFeatures tell\nBenefits sell\n\n\nWhen advertising, be specific to audience, if you list a feature......  This pen is RED\n\nList the Benefit  ...........  Red sticks out and will be easier to see.....
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MICROSOFT:\n\nThe Vision: is the successful future of the company, it is also the period in the company wishes to recover the money they used to start the company.\nMISSION STATEMENT: is the statement they provide to the nation's government.it includes the reason for thier establishment etc.\nOBJECTIVE:is the service they want to provide to the people. eg MICROSOFT wants to provide new software to businesses in order to develop the American Economy and to increase thier market value.
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Simply to make ur product more visible. U hitch-hike ur brand with a popular person, to make ur brand itself popular.
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You would do better to directly contact prospects currently advertising using other media and radio stations. They are the lowest hanging fruit since they already understand the benefit/value of broadcast advertising.\n\nFind out when their current campaign gets reviewed and be sure to follow up a month before then with your offering.\n\nSorry to avoid the question but this practice has served me well for years in the business.