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The benefits of Branding and Brand Positioning

Discuss The benefits of Branding and Brand Positioning within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; The benefits of Branding and Brand Positioning A well positioned brand influences the buying decision and shapes the ownership experience. ...

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The benefits of Branding and Brand Positioning
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Sunanda K. Chavan
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The benefits of Branding and Brand Positioning - September 14th, 2010

The benefits of Branding and Brand Positioning

A well positioned brand influences the buying decision and shapes the ownership experience.

Branding creates trust and an emotional attachment to a product or company. This attachment then causes a brand’s market to make decisions based, at least in part, upon emotion--

not necessarily just for logical or intellectual reasons.

A strong brand can command a premium price and maximize the number of units that can be sold at that premium.

Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a commodity market where features and benefits are virtually

indistinguishable, a strong brand will help customers trust it and create a set of expectations about its products without even knowing the specifics of product features.

Brand positioning help to "fence off" customers from the competition and protect market share while building mind share. Once a brand has mind share, the customers will automatically

think of the brand first when they think of that particular brand’s product category.

A brand is something that nobody can take away from anyone. Competitors may be able to copy the products, the patents will someday expire, trade secrets will leak to the competition,

the proprietary manufacturing plant will eventually become obsolete, but a strong brand will live on and continue to be unique. In fact, a strong brand name may be the most valuable asset for any company.


A strong brand can make actual product features virtually insignificant. A solid branding strategy communicates a strong, consistent message about the value of the company. A strong brand helps to sell value and the intangibles that surround products.

A strongly positioned brand signals that it want to build customer loyalty, not just sell product. A strong positioning campaign will also signal that a brand is serious about marketing and

that it intends to be around for a while. A well positioned brand impresses a firm's identity upon potential customers, not necessarily to capture an immediate sale but rather to build a lasting impression of itself and its products.

A brand helps to articulate a company's values and explain why they are competing in your market.

People do not purchase based upon features and benefits. People do not make rational decisions. They attach to a brand the same way they attach to each other.

Similarly, purchase decisions are made the same way, first instinctively and impulsively and then those decisions are rationalized. A strong brand helps mold and shape that emotional

reaction in people, which is a very strong influencer in the purchasing decisions they make. Once they have an emotional attachment to a brand, then they will justify their purchase

decision based upon product features and benefits.
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Jitendra Mazee
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Re: The benefits of Branding and Brand Positioning - November 21st, 2017

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Originally Posted by sunandaC View Post
The benefits of Branding and Brand Positioning

A well positioned brand influences the buying decision and shapes the ownership experience.

Branding creates trust and an emotional attachment to a product or company. This attachment then causes a brandís market to make decisions based, at least in part, upon emotion--

not necessarily just for logical or intellectual reasons.

A strong brand can command a premium price and maximize the number of units that can be sold at that premium.

Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a commodity market where features and benefits are virtually

indistinguishable, a strong brand will help customers trust it and create a set of expectations about its products without even knowing the specifics of product features.

Brand positioning help to "fence off" customers from the competition and protect market share while building mind share. Once a brand has mind share, the customers will automatically

think of the brand first when they think of that particular brandís product category.

A brand is something that nobody can take away from anyone. Competitors may be able to copy the products, the patents will someday expire, trade secrets will leak to the competition,

the proprietary manufacturing plant will eventually become obsolete, but a strong brand will live on and continue to be unique. In fact, a strong brand name may be the most valuable asset for any company.


A strong brand can make actual product features virtually insignificant. A solid branding strategy communicates a strong, consistent message about the value of the company. A strong brand helps to sell value and the intangibles that surround products.

A strongly positioned brand signals that it want to build customer loyalty, not just sell product. A strong positioning campaign will also signal that a brand is serious about marketing and

that it intends to be around for a while. A well positioned brand impresses a firm's identity upon potential customers, not necessarily to capture an immediate sale but rather to build a lasting impression of itself and its products.

A brand helps to articulate a company's values and explain why they are competing in your market.

People do not purchase based upon features and benefits. People do not make rational decisions. They attach to a brand the same way they attach to each other.

Similarly, purchase decisions are made the same way, first instinctively and impulsively and then those decisions are rationalized. A strong brand helps mold and shape that emotional

reaction in people, which is a very strong influencer in the purchasing decisions they make. Once they have an emotional attachment to a brand, then they will justify their purchase

decision based upon product features and benefits.
Hey, thanks for your help and sharing the information on benefits of Branding and Brand Positioning. Well, i have also a document and uploading it where you would get more information on benefits of Branding and Brand Positioning.
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