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Positioning is the art of creating a brand that can persuade and realistically
demonstrate its relevance to a customer's daily life to become his or her
regular choice.
Positioning is not created by the marketer or the individual brand itself, but
by how others perceive it.
Marketers don't create the positioning; rather, they create the strategic and
tactical suggestions to encourage the customer to accept a particular
positioning in his or her mind.
For instance, bread and milk are not branded items, and despite companies'
push to try and brand the two products, no company has found much
success building brand equity. When customers want either one of those
staple items, they usually choose what is on sale or what is available on
their local grocer's shelves.
For example: in 1982, when nestle considered launching magi instant
noodles, the company had the option of choosing from several alternative
positions. The product could have been launched as a means of cooking
tasty Chinese dishes at home, or as a tv dinner or as a mini meal. But
through consumer research the company felt that the most profitable
position would be as a tasty, instant snack, made at home and initially
aimed at children. The target market was the in-home segment of the very
substantial snack category.

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Brand identity is the total proposition that a company makes to consumers
- the promise it makes. It may consist of features and attributes, benefits,
performance, quality, service support, and the values that the brand
possesses. The brand can be viewed as a product, a personality, a set of
values, and a position it occupies in people's minds. Brand identity is
everything the company wants the brand to be seen as.
It is usually of 2 types:-
CORE IDENTITY: it means the basic features of a product that the company
can not change or would want to change as it is the differentiating factor.
For example coke is branded as a brown colored cola drink. If the color or
the flavor changes it is not coke
EXTENDED IDENTITY: extended identity are those features that the
company can change to reposition itself or simply change to counter the
competition maybe. For example: the packaging of Videocon changed, the
logo, tagline etc but the products did not change.
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Brand personality is the way a brand speaks and behaves. It means
assigning human personality traits/characteristics to a brand so as to
achieve differentiation. These characteristics signify brand behaviour
through both individuals representing the brand (i.e. it·s employees) as well
as through advertising, packaging, etc. When brand image or brand identity
is expressed in terms of human traits, it is called brand personality. For
instance - -
 
 brand speaks the personality and makes the
individual who wears it stand apart from the crowd.   represents
uniqueness, value, and intellectualism.
brand personality indicates emotional associations of the brand.

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brand communication determines whether a brand is successfully
established and eventually turns a profit. Conventional forms of brand
communication via advertising, and public relations have achieved great
success in the past, but their effectiveness is declining dramatically in
today·s more customer-dominated business climate. The traditional forms of
advertising reach fewer of the targeted customers. Yet brand placement,
being a new form of brand communication, can compensate for the setbacks
experienced by advertisements due to its innate advantages. Besides, it can
also work seamlessly with other marketing communication methods such as
public relations in order to achieve the branding success.
Nowadays, sms marketing and event marketing is also perceived as a form
of brand communication. Politicians use sms marketing a lot during
elections. And as far as event marketing is concerned, it has been quiet a
trend especially since college fests were introduced during graduation or
post graduation studies.

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Brand knowledge can be expressed as a sum of brand awareness and brand
image. Each of the parameters (i.e. brand recall/strength of brand
associations/ attitudes/ user image) can be measured on a 1 to 10 scale. A
weighted sum of these parameters will be the measure of brand equity.
It has 2 basic dimensions:-
1.Ê BRAND RECALL: brand recall is unaided mechanism to measure the
brand awareness of a product or a brand. whenever someone asks, name
the top 3 cold drinks people drink, immediately a person comes up with ²
coke, pepsi, fanta, limca etc. 
 2.Ê BRAND RECOGNITION: it is usually aided. For example: u hear a
particular tagline or see a logo, you associate it to a particular brand-
product or service. For example: ´thanda matlab coca cola, lime and
lemony limca, pepsi-yeh youngistan hai meri jaanµ etc.
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Brand awareness, In general, means the extent to which a brand associated
with a particular product is documented by potential and existing
customers either positively or negatively. Creation of brand awareness is the
primary goal of advertising at the beginning of any product's life cycle in
target markets. In fact, brand awareness has influence on buying behaviour
of a buyer. All of these calculations are, at best, approximations.
For example: united colors of Benetton is known for its pastel shades in
clothes, the reality advertisement concept and the magazine ´fabricaµ.

 
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Brand image, is the totality of consumer perceptions about the brand, or how
they see it, which may not coincide with the brand identity. Companies have to
work hard on the consumer experience to make sure that what customers see
and think is what they want them to.

For example: Benetton with its concept of reality advertisements was trying for
a more liberal image but it got more of a negative image in the minds of the
consumers and thus the company suffered at some point of time.

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refers to the marketing effects or outcomes that accrue to a
product with its brand name compared with those that ©
 accrue if the
same product did not have the brand name. And, at the root of these
marketing effects is consumers' knowledge. In other words, consumers'
knowledge about a brand makes manufacturers/advertisers respond
differently or adopt appropriately adept measures for the marketing of the
brand. The study of brand equity is increasingly popular as some marketing
researchers have concluded that brands are one of the most valuable assets
that a company has. Brand equity is one of the factors which can increase
the financial value of a brand to the brand owner, although not the only one
. Elements that can be included in the valuation of brand equity include
(but not limited to): changing market share, profit margins, consumer
recognition of logos and other visual elements, brand language associations
 made by consumers, consumers' perceptions of quality and other relevant
brand values.
For example: lifestyle is known for exclusive, good quality products and
services and thus levies a high price on certain items, this shows their
brand equity is higher than some other retail stores like MAX.

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, consists of a consumer's commitment to repurchase or
otherwise continue using the brand and can be demonstrated by repeated
buying of a product or service or other positive behaviors such as word of
mouth advocacy.[1]

Brand loyalty is more than simple repurchasing, however. Customers may

repurchase a brand due to situational constraints (such as vendor lock-in),
a lack of viable alternatives, or out of convenience.[2] Such loyalty is referred
to as "spurious loyalty". True brand loyalty exists when customers have a
high relative attitude toward the brand which is then exhibited through
repurchase behavior.[1] This type of loyalty can be a great asset to the firm:
customers are willing to pay higher prices, they may cost less to serve, and
can bring new customers to the firm.

For example, some customers stick to their old network connection rather
than new ones which offer them better schemes or services.

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is the structure of brands within an organizational
entity. It is the way in which the brands within a company·s portfolio are
related to, and differentiated from, one another. The architecture should
define the different leagues of branding within the organization; how the
corporate brand and sub-brands relate to and support each other; and how
the sub-brands reflect or reinforce the core purpose of the corporate brand
to which they belong
for example: HLL has different products under its belt. It has surf excel as
well as wheel. But both the products are structured in such a way that they
do not eat each others market shares.
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It reveals an explicit nesting of all brand names by displaying the number
and nature of common and distinctive brand name elements across firm·s
products. An effective brand hierarchy provides a structure to brand family,
allowing consumers to ´fill in the gapsµ and establish expectations and
 perceptions of the entire brand family based on what they know about one
or some of the individual brand levels.
For example: Cadbury chocolates be it dairy milk, silk or bournville are
considered to be the best.
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 is a marketing strategy in which a
firm marketing a product with a well-developed image uses the same brand
name in a different product category. The new product is called a .
Organizations use this strategy to increase and leverage brand equity.
 


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