A brand refers to the tangible and intangible values of a product, service or place. On their own and in their generic forms; products, services, towns, regions and countries are similar to each other. In a blind test; a thirsty consumer may not be able to spot the difference between Pepsi and Coke, neither will a potential tourist be able to differentiate between the beaches of Maldives from those of Mallorca. Products therefore become like other products, just another need-fulfilling article. Any real differences may remain lost to consumers because brands mean nothing unless the brand values are consciously communicated to the consumers and target publics.
No other aspect of brand management deals as much directly with the evaluation of consumer psyche, as it is with brand positioning. Positioning essentially involves deciding or decoding why a consumer will choose your particular brand other than the other brands. The end decision is always in the hand s of the consumer and the texts and images on the product. The advertisement system is also important in creating a brand position but the end result of consumer choice always culminates at the superstore where the consumer is going through different products to finally choose your product from among your competitors.
If you have a monopoly in the product then positioning matters only at a superficial level, because the consumer has no choice but to use the monopolistic product, but monopoly is only a vague term in today’s competitive market scenario. With every business trying to propagate their brands with great fervor, brand strategists usually have a difficult time in designing a brand strategy that will make a particular product stand out of the crowd.
The positioning process is essentially about crafting an individual identity for the company manufacturing the product so that the company is recognized as an individual. Consumers are more prone to connect with an individualistic approach because that makes a consumer feels special as an individual too. This thus involves the brand strategist to be in the shoes of the consumer to understand why a particular product will be interesting for the consumer. To be in consumer psyche, the brand strategist should not harbor any dilemma of impersonal nature as it is basically a personal effort too for the brand strategist. To a service-oriented brand integrity,As the professional manufacturer of complete sets of mining machinery ,like raw material mill, Henan Hongxing is always doing the best in products and service.
The evaluation of consumer psyche should be at par with the evolution of the consumer psyche. As consumer understanding of the products and practices to promote a product increases, the evolution of consumers to being an informed consumer also increases. The understanding of this fast evolutionary procedure is crucial in determining the impetus of the brand in the psyche of the consumer as well as on the psyche of the brand manager.
Other brand attributes will include the use of colors, for example the Brazilian national team’s famous yellow and blue jerseys, and the orange jerseys of the Holland national team. England surprisingly hasn’t been able to adopt and promote its national colors in a way that will be as distinct as those of Brazil and Holland. Its red and white combinations are not as distinct as would be expected for such a country with heavy football following and history of brand building. Nigeria has been outstanding in its green colored jerseys although lately, due to dwindling football fortunes it hasn’t been able to sustain the earlier promises and also meet the expectations of the growing number of fans worldwide.