The Influence Of Brand Positioning

Positioning is the creation and setting in the market image of the company. The idea is to create a brand in the minds of customers and benefit from it. Everyone in company should understand what is the value to costumers in the brand, and what influence the decision-making. Market buys your products only if it is done the right value proposition. The value proposition must take into account the target customers, benefits and price. For example Volvo: Target customer (Safety conscious), Benefits (Durability and safety), Price premium % (20), Value proposition (Safest car in which a family car travel). Positioning is a marketing concept that allows both buyers and sellers to function effectively. (Kotler, Keller, Brady, Goodman & Hansen 2009,

They are divided in two groups: competitive and category. Category points of parity are in charge of circumstances for brand selection. They are mainly presented at the expected product level. Competitive points of parity associations are needed for rejecting competitors’ points of difference to make it possible for a brand to gain a competitive position. Points of parity can be reached easier than points of difference, and at the same time they play more important role in brand positioning. (Kotler, Keller, Brady, Goodman & Hansen 2009, 363-364.)

The initial choices for the brand elements or identities make up the brand. These include the brand names, logos, symbols, characters, slogans, accompanying music, websites, product design and features, packaging so on. Most strong brands employ multiple brand elements. Nike has the distinctive “swoosh” logo, the empowering “Just Do It” slogan, and the “Nike” name based the Greek winged goddess of victory. Many brands create brand equity by linking the brand to other information in memory, which conveys meaning to consumers (Kotler, Keller, Brady, Goodman & Hansen 2009,

Main competitors include Perrier, Evian, San Pellegrino and Fiji. The above-mentioned companies may think about positioning to can compete with the selected segment.

• Perrier water is old and strong player in the water market from France. They use the green bottle in order resignation better. They also have expanded the selection by adding the flavour water.

• Evian is also from France. Coca-Cola has been responsible for its marketing. Water was originally designed for wealthy target groups such as Voss.

• San Pellegrino is owned by Nestle. Originally, the San Pellegrino 's Italian Water. The target group is expensive restaurants around the world.

• Fidzi is a company founded in 1996 in Canada. Fidzi is the exotic island of Fiji. Fidzi uses various channels such as the usual shops and expensive hotels.

PODs

“You should be different!” It was the Voss founder Mantra that he had used when founded the company. (Voss World 2016). He noticed that more and more water is used in fashion aspect. It helped develop high-quality and expensive water from Norway. Voss water main point-of-differences are:

• VOSS is one of the world’s purest drinking waters from the