Brand Positioning

 

The reading on Brands and Brand Equity aims to combine theory and practice by summarizing and integrating the latest theories and models in branding research and illustrating them with examples from diverse industries, including stories of both success and failure for well-known brands to which we can relate.

The reading on Brand Positioning examines the importance of brand positioning in marketing. Effectively positioning an offering in a distinctive way determines a firm’s success or failure. The best marketing managers understand the importance of brand positioning in creating a sustainable competitive advantage for each of their good or service offerings.

Following your review, prepare a response to the following discussion question:

Why is branding so crucial to an organization’s success?

 

Sample Solution

Brand Positioning

Banding is the perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholder`s minds. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Figure 1.f. Project-based Organizational Structure (www.tutorialspoint.com 2010)
Advantages Disadvantages
focused on this project team, project manager is solely responsible for the project, the only task for project members is to complete the project, and they only report to the project manager, avoiding the multiple leadership. when a company has several projects, each project has its own separate team, which will lead to duplication of efforts and the loss of scalable economies.
the project team’s decision is developed within the project; the reaction time is short. the project team itself is an independent entity, prone to a condition known as ‘Project inflammatory’ disease, that is, there is a clear dividing line between the project team and the parent organization, weakening the effective integration between project team and the parent organization.
in this project, members work with strong power, high cohesion, participants shared the common goal of the project, and individual has clear responsibilities. the project team members’ lack of a business continuity and security, once the project ended, return to their original functions may be more difficult.
Table 1.b: Advantages and Disadvantages of Project-based Organization (Nicholas, J M 1989)

Figure 1.g: A Typical Project-based Structure (www.tutorialspoint.com 2010)
Note: The dotted lines on the graphic represent where the Project Manager coordinates projects and the gray boxes represent staff engaged in project activities.

Figure 1.h: Key factors of Projectized Organization (SkillSoft Corporation 2007)

1.3 What is Matrix organizational structure?
On the contrary, the employees in a matrix organization are actually structured vertically in their functions, but report horizontally to a given project manager or more. In simple terms, the functional managers look after ‘pay and rations’, meanwhile the project manager allocates the workload for the project. Both

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