differences in positioning and branding with a small business

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What are the differences in positioning and branding with a small business ?

Why challenging ?

Small firms have limited resources and budget

but,

Don’t worry

Numerous success stories of entrepreneurs who reached from scratch to powerhouse brands are present.

must think about

Creativity

Some specific guidelines

Creatively conduct low cost marketing research

Set up course projects at local colleges and universities to access the expertise of both students and teachers.

Some specific guidelines

Focus on building one or two strong brands based on one or two key associations.

Must rely on only one or two brands and key associations as PODs for those brands.These associations must be consistently reinforced across the marketing program and over time.

Some specific guidelines

Employ a well integrated set of brand elements

Three sets of brand equity drivers:

1.Memorable and meaningful brand elements

2.Innovative packaging3.Proper names

Some specific guidelines

Create buzz and a loyal brand community

Must rely on word of mouth to establish their positioning, public relations, social networking,and low-cost promotions and sponsorship can be inexpensive alternatives.

Some specific guidelines

Leverage as many secondary associations as possible

Secondary associations are often a cost-effective, shortcut means to build brand equity, especially those that help to signal quality.

You don’t have Luxury to make mistakes unlike major brands which have more resources at their disposal.

So,

What do you do

Must design and implement marketing programs much more carefully.