Dictionary defines a brand as \u201ca type of product manufactured by a particular company under a particular name.\u201d Wikipedia defines it as \u201can overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer.\u201d Kotler defines brand positioning as \u201cthe act of designing the company\u2019s offering and image to occupy a distinctive place in the mind of the target market.\u201d From these definitions, we can see that both brand and brand positioning are important to a company\u2019s success in the market.<\/p>\n
As understood from an article by Marissa Sternberg on Quantified Communications<\/em>, equally important is the approach taken to develop a successful brand, and a data-driven method is considered essential for this process. A data-driven approach is based on the objective use of facts gathered to guide sound decision-making relative to the positioning of your brand. Using a communication analytics (data-driven) approach, you will be able to forecast an audience\u2019s response to your verbal communications, and this will enable your marketing team to spot any differences between the brand attributes you think you are communicating and what you are communicating in reality. It is important to realize that your intended message or positioning may not be consistent or clear. Impartial data will enable you to efficiently design unique brand strategies.<\/p>\n