Better positioning through competitor analysis and enhancement of brand awareness on website

Tso, Hoi and Wood, Brent (2018) Better positioning through competitor analysis and enhancement of brand awareness on website. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

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Abstract or Summary

Brand positioning is not just a core marketing concept, it is a foundation for the sustainable development of a business. However, some companies might either overlook the importance of brand positioning or fail to get their positioning message across to their customers. Therefore, this organisational research project aimed to help the organisation develop and communicate its brand positioning. Based on the literature review, the researcher decided on a number of scopes, or themes, to investigate, which were: brand personality, point of difference, customer benefits, marketing communication, as well as competitors’ branding strategies. To answer all these sub-problems, this research adopted a mixed method (qualitative and quantitative), in which a competitor analysis of 11 subjects, staff interviews of four individuals, and a customer questionnaire survey of nine participants, were carried out. Some significant results include: the organisation has a sincerity brand personality; its points of difference are a variety of in-house technical skills, good customer relationship, flexibility, and efficiency; its customer benefits are increased online presence, enhanced competitiveness, and making clients’ life easier. Based on the findings, this research proposed four recommendations for the organisation: creating a positioning statement, bringing the brand promise to life, modifying the website, and displaying case studies. For each recommendation there is a suggested implementation plan applying the insights gained from the research result. Although there are some limitations, this research managed to provide a clear direction and framework for the better positioning of the organisation.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:branding, websites, business, customer service
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6489
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Deposited On:17 Dec 2018 23:16
Last Modified:17 Dec 2018 23:16

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