Positioning Based on Product Features in Companies
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Positioning Based on Product Features
Marketing researchers are so far concentrating on examining customer’s relation with the companies and the brands. Customers relate with companies based on their product features and benefits. According to Ahearne, Hayati, Lam, Mullins, &Schillewaert (2013), consumer culture theory states that “markets are sources of signs and symbols that help consumers pursue identity projects. Users are human and have feelings that help them perceive and value their needs and wants with branding. Consumer branding identification plays a significant role in consumer purchase information.
Companies should understand that customer branding identification is dynamic and changes over time. Users place the identification of branding in their lives that change and fluctuates over time bringing vitality in the commodity name relating with the consumers (Papista & Dimitriadis, 2012). Companies need to know their product name with dynamism to develop products that a customer will relate with, and therefore ensure better positioning of a company based on its products. There is a need to develop product heritage with the client to increase loyalty to the company and its products and which in turn will position the company uniquely over the competitors (Blombäck & Brunning, 2013).
It is incumbent on a company to decide on cooperate or product features to communicate which in turn is perceived to be influencing brand identities. Businesses should deliver on product features to customers to initiate that consumer identity with its products (Anand, Joshi, & O'Leary-Kelly, 2013). The positioning is achieved through a company developing its products based on tradition and perception to begin product acceptance in the market so increase business competitiveness (Blomback & Ramirez, 2012). There should be an explicit brand strategy for corporate communication to the public and consumers.