Image Maker and Brand Developer

The Brand Development Process--Positioning and Pricing.

Posted by Ken Gasque on Dec 28, 2017 9:32:59 AM

You don’t have to compete on price.  So, why do you?

Market penetration?  Maybe it’s because it seems to be the easiest way to get into the market.  Or fear.  Afraid you will be undercut and your prospect will not perceive enough of a difference to pay more. Price can indicate your product is scarce or plentiful.  Price tells the consumer a lot about what you think about your product or service.  Price even affects what your prospect thinks of your product.   Setting your price is a critical decision.  But before you begin pricing review your marketing mix— the 4P’s, product, price, place, promotion; and I always include positioning--position product for marketing. What is your position? Product positioning is what comes to mind when your target market thinks about your product compared to your competitor’s products.  Never, ever compete on price! Tell me how.

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Topics: Branding, Brand, Brand development process, Brand Image-Maker,, brand image makers, Design

This ought to scare a brand developer.

Posted by Ken Gasque on Oct 12, 2016 4:24:51 PM

If you are president of a company, own a business or are the marketing manager of a business, I am referring to you as a Brand Developer.

The Apple vs Samsung lawsuit should be more that a passing interest to you.  The courts are deciding how you can differentiate your brand.

 

What is happening to brand development process?

            Apple sued Samsung for infringing on three design patents for discrete components of the iPhone — the front face of the device, the rounded edges framing the face, and the device's distinctive matrix of colorful square icons. Apple won the suit and Samsung was ordered to pay $399 million in damages. I am going to paraphrase NPR but you can read the NPR article online.

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Topics: Brand development process, Brand developer, Design

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