Brand Positioning

by | Nov 3, 2024 | Economics

 

 

Define brand positioning. Explain the reason for positioning and repositioning products. Choose a product with which you are familiar, preferably one in your industry, and explain how it might be repositioned. Indicate its current position in the market, a desired position, and how you would manage the repositioning effort.

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.


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God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.

 

References

Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.

Defining Brand Positioning and its Importance

Brand positioning refers to the unique place a product or service occupies in the minds of consumers relative to its competitors. It’s about defining the brand’s value proposition, highlighting its key features and benefits, and communicating its essence to the target audience.

Reason for Positioning and Repositioning:

  • Clarity and Differentiation: Positioning helps to create clarity for consumers, making it easier for them to understand what the brand stands for and how it differs from competitors.

  • Target Audience: Positioning allows brands to focus their marketing efforts on specific target audiences, maximizing their impact.

  • Competitive Advantage: A strong brand position can create a competitive advantage, making the brand more desirable and memorable to consumers.

  • Market Changes: Repositioning becomes necessary when:

    • The market shifts, creating new opportunities or threats.

    • Consumer preferences change, requiring the brand to adapt its value proposition.

    • Competition intensifies, requiring the brand to stand out more clearly.

Defining Brand Positioning and its Importance

Brand positioning refers to the unique place a product or service occupies in the minds of consumers relative to its competitors. It’s about defining the brand’s value proposition, highlighting its key features and benefits, and communicating its essence to the target audience.

Reason for Positioning and Repositioning:

  • Clarity and Differentiation: Positioning helps to create clarity for consumers, making it easier for them to understand what the brand stands for and how it differs from competitors.

  • Target Audience: Positioning allows brands to focus their marketing efforts on specific target audiences, maximizing their impact.

  • Competitive Advantage: A strong brand position can create a competitive advantage, making the brand more desirable and memorable to consumers.

  • Market Changes: Repositioning becomes necessary when:

    • The market shifts, creating new opportunities or threats.

    • Consumer preferences change, requiring the brand to adapt its value proposition.

    • Competition intensifies, requiring the brand to stand out more clearly.

Case Study: Repositioning [Choose a product in your industry]

Product: [Insert product name] – [Briefly describe the product and its industry]

Current Market Position: [Insert product’s current position based on its target audience, value proposition, and key features. For example, “Currently positioned as a budget-friendly option for [target audience].”]

Desired Position: [Insert the desired position for the product, focusing on a different target audience, value proposition, or feature emphasis. For example, “Repositioned as a premium, high-performance option for [target audience].”]

Repositioning Strategy:

  1. Targeted Marketing: Focus marketing efforts on the new target audience, using appropriate channels and messaging. For example, [Explain how marketing efforts would be adjusted, e.g., “Shifting advertising from traditional media to social media platforms frequented by the new target audience.”].

  2. Product Enhancement: Enhance the product’s features or benefits to align with the new value proposition. For example, [Explain specific product changes, e.g., “Introducing new, advanced features that cater to the needs of the premium market.”].

  3. Brand Identity Refresh: Update the brand’s visual identity, logo, packaging, and messaging to reflect the desired position. For example, [Explain visual and communication changes, e.g., “Adopting a more sophisticated and luxurious brand aesthetic.”].

  4. Pricing Strategy: Adjust pricing to reflect the new value proposition. For example, [Explain price changes, e.g., “Increasing prices to align with the premium positioning.”].

  5. Partnerships and Endorsements: Partner with influencers or industry experts to build credibility and generate awareness within the new target market.

Managing the Repositioning Effort:

  • Clear Communication: Clearly communicate the new brand positioning to all stakeholders, including employees, customers, and partners.

  • Consistent Messaging: Maintain consistent messaging across all marketing channels and touchpoints.

  • Ongoing Monitoring: Continuously monitor market feedback and adjust the repositioning strategy as needed.

Conclusion:

Brand positioning is a critical strategic decision that can have a significant impact on a product’s success. Repositioning is a dynamic process that requires careful planning, execution, and ongoing adaptation to market changes.

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