In commercial and promotional sense the term brand identity is used to represent all the essences of a business organization. It is the full package that an enterprise can offer its consumers and includes a number of different factors like the service reputation of the organization, quality assurance for items available with them, their attributes and advantages and also their value and performance. Brand identity for any enterprise is actually a summation of all these above mentioned factors and naturally brand identity design can easily be a huge task to carry on with. For any business organization, brand is actually its identity for the consumers, and actually defines the business. The name of the business, its logo, any of its best range products or even a particular business strategy taken up by an organization – any one of the above mentioned elements can be considered as its brand identity and it always requires proper brand positioning in order to stay competitive in the ever growing market. Proper and effective brand positioning strategies are considered as extremely important for any business for it is actually capable of determining success for a business venture and here are a few factors that proper positioning of any brand is known to involve: • The strength and weakness of the brand • Any particular brand characteristic that can motivate the target market • Different types of brand positioning and • How to bring a brand to life with its presence in the market and with its customers. Identifying the target market and also informing the market are the initial steps in any brand positioning strategy and these are normally followed by influencing the consumer’s perception about the brand with enhancement strategies and positioning the brand in the proper niche market segment for attracting the maximum number of target customers. Competitor analysis is another important factor related to proper brand positioning for only by identifying its competitive advantages a brand can design its custom messages for influencing potential customers to purchase from them only and not from their customers. Designing the marketing message should focus on creating a positive perception for the brand which is also capable of resulting maximum impact upon the mind of the consumers. An in depth understanding of the competition present in the market can certainly help a business organization to position and promote its brand, products and services in a more efficient and profitable way as it helps in formulating brand positioning strategies that work the best in the niche market segment. For achieving intended success in business brand design is getting more and more a crucial factor and it is imperative that organizations do special attention to this factor. A brand must be designed in a way so that it is capable of creating a positive and impressive perception in the mind of the consumers and make them actually depend on the brand with the assurance of quality and convenience and companies naturally find it better to depend on the trained professionals for the purpose.
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