{"id":4243,"date":"2016-01-23T03:12:38","date_gmt":"2016-01-23T03:12:38","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&p=4243"},"modified":"2016-02-18T18:06:12","modified_gmt":"2016-02-18T18:06:12","slug":"outcome-brand-positioning-and-alignment","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/outcome-brand-positioning-and-alignment\/","title":{"raw":"Outcome: Brand Positioning and Alignment","rendered":"Outcome: Brand Positioning and Alignment"},"content":{"raw":"

What you'll learn to do: explain how marketers use brand positioning to align marketing activities and build successful brands<\/h2>\r\nIt is clear that brands are valuable assets that benefit organizations and their customers. Building brand loyalty is an important goal for marketers. But what does it take to build a brand?\r\n\r\nBrands are shaped by many different activities. As a marketer, you can control some of these activities, but not others. For instance, you can\u00a0put together an\u00a0amazing\u00a0product design, a fabulous brand name, memorable packaging, irresistible marketing promotions, and delightful customer service\u2014those are all things within your\u00a0control. But you can't\u00a0control how customers actually react to and use the product, despite your best efforts to direct and influence\u00a0them. You also can't control what they write in online reviews.\r\n\r\nIn order to optimize the success of your brand, you should become very good at aligning all the activities you can control, so that the brand experience you provide is consistent for the customers you care about. Consistency and alignment are essential for building strong brands.\r\n\r\nBrand positioning is an ideal tool for creating this alignment. It's how you figure out what your brand really means to you. It's the yardstick you use to figure out which messages and activities will communicate that brand most effectively.\u00a0It provides the pattern for helping\u00a0customers understand what to think about your brand and decide whether it matters to them and they can trust it.\r\n\r\nIn the end, brand positioning is the\u00a0clearest path toward creating brand-loyal customers.\r\n

Learning Activities<\/h3>\r\nThe learning activities for this section include the following:\r\n