Brand positioning is important but what does it actually mean. Brand positioning can mean many things but Kotler has defined it in terms of enabling a brand to occupy a distinct and valued place in the mind of the target consumer. Brand positioning works hand in hand with brand awareness and brand attitude. The goal of brand awareness is to create a connection between the brand and the need so when a consumer has a need of a product he will think first about a certain brand’s product. Brand attitude is about creating a link between the brand and the benefits from it.
Creating brand awareness is done via marketing communication and advertising. Nowadays marketing and advertising has gone a lot in social media because also the possible customers are there. Social media platforms such as Facebook, YouTube, Twitter and Instagram are an important channels for companies to connect with their target consumers and promote their brand.
Although social media is not as direct marketing as traditional media social media plays a big role creating the brand awareness. Social media has created new challenges to the companies and some companies have succeeded in it and some not. Good example of well executed social media activism is a Finnish company Marimekko. Marimekko has their own Facebook page, YouTube channel, Twitter, Instagram and Pinterest accounts. The company is active with in those platforms and posts there frequently. By being active in various social media platforms the company can increase their brand awareness which hopefully positions their brand in a better place in the customers’ minds.
Brand attitude is also possible to communicate in social media. When the company has chosen its main benefits that it emphasizes it is possible to convey them to the customers via different social media platforms. For example Marimekko shares fashion magazine articles about Marimekko on their Facebook page and by doing that Marimekko shows how the brand is valued and also to customer can gain part of that value by buying Marimekko.
The way company uses their social media platforms is also important. First of all they need to be active and response to the customers’ actions e.g. by answering questions. Secondly it is also important to have a strategy how to use the social media and what is the goal of it. For example Marimekko mainly posts about their new products which supports the brand awareness because by showing what they have to offer Marimekko creates the need factor which is needed in when creating brand awareness.
Rosenbaum-Elliot, R.,Percy, L., Pervan, S., 2007. Strategic Brand Management. 2nd ed. Oxford:Oxford University Press.