Can some one help with strategies for competitive advantage, which lead to differential advantage for products,companies,brands.<br><br>Post edited by: ratika, at: 2008/07/27 19:34

Proper positioning of brand is really important. While a Brand Manager decides on ways to use positioning so as to achieve competitive advantage he should try to find out a niche in the market where his brand may be perceived by his TG (target segment) as unique and where it will hold a competitive advantage.

These strategies revolve around different aspects of the brand which can be expressed as four questions posed on its behalf.

1. Who am I?
2. What am I?
3. For whom am I?
4. Why Me?

The answers to these questions will determine the brands position in the prospects mind.All this is to actually have differential advantage for the brand which works to provide competitive advantage for the brand.

positioning by corporate identity is a great strategy that has been a great support for some big brands. we see this most often with durables when a tried and trusted corporate identity or source - which has become a household name for some products like Philips for radio and lamps- is used to imply the competitive superiority of newer products bearing that name: Philips Mixers, Irons etc.

This can be such a strong positioning element that companies who market each brand under a different name , e.g. P&amp;G , HUL nevertheless introduce the corporate credential as a byline:

A quality product from P&amp;G.

There are many such various positioning that make a huge difference to brand and its presence in the market.