12 Positioning a brand Charles Blankson Keywords concept of positioning, brand management, comprehensive positioning framework, positioning orientation Introduction Today’s firms are confronted with the difficulty of maintaining credible brand differentiation in the face of imitation and homogenization of offerings (Hatch and Schultz, 2001) within overcrowded and fragmented markets (Fuchs and Diamantopoulos, 2010). As a result, firms can no longer pursue strategies based solely on operational efficiencies (Porter, 1996, 2001) and on stable and predictable customer markets (Zahay and Griffin, 2010). Rather, even with the strongest of brands, firms are challenged to generate sufficient competitive advantages in order to remain competitive and superior among their rivals (Clancy and Trout, 2002; Porter, 2008). To achieve such competitive superiority, Matthyssens, Vandenbempt and Weyns (2009) posit that in addition to a firm’s appealing offering(s), the firm must possess a distinct and difficult- to-imitate position in the minds of consumers/customers (i.e., reflecting favourable perceptions) which complements its offering(s) (i.e., product(s), service(s), or brands). Consequently, the firm enters the domain of positioning – the act of designing the firm’s offering(s) and brand image to occupy a distinct place in the minds of the target market (Kotler, 2003). One of the important assets that a firm carries is the intangible value represented by its brand’s/brands’ purpose(s) that are acknowledged by consumers/customers as in the case of Apple, Samsung, Google, Microsoft, Coca Cola, Boeing, Volvo, BMW, Mercedes, Rolls-Royce, South West Airlines, Harrods, etc. These brands capitalize on creating opportunities for positioning, premium pricing, and growth (Christensen, Cook and Hall, 2005; Orton-Jones, 2015). Keller (2003) defines a brand as a product that adds other dimensions that differentiate it from other products and services designed to satisfy the same need. Kapferer (1992) writes that a brand exists when there is a certain perceived risk, and that without that risk, a brand would simply be the name of a product. Thus, a brand makes life simpler and less risky and is a source of value for the consumer/customer. 162 6803 R-COMP CONTEMPORARY BRAND-A_246x174 mm 01/05/2016 19:44 Page 162