Brand positioning and global set up must be a core activity in all companies with marketing strategy. We can support in Italy
All marketing activities aimed at positioning the brand are essential components to add value to products and create wealth and profit in the company.
According to the latest Brand Finance research in 2023, these values seem to be less important for Italian companies. In fact, Italy is notably absent from the Top 100 Global Brands ranking in 2023, whereas in previous years, Gucci, Ferrari, and Prada were among the top 100 brands.
The global ranking is led by Amazon, followed by Apple and Google. Microsoft secures the fourth position, with the South Korean group Samsung in fifth place.
Among the new entries, digital communication companies dominate, with the Chinese TikTok taking the tenth position with USD 65.7 billion in brand value. Facebook and Instagram secure the fourteenth and twenty-sixth positions, respectively, with brand values of USD 59 billion and USD 47.4 billion.
It’s a critical business factor for a company's success: more the brand is identified with assigned value by the business community more it will grow, widening the opportunities to invade contiguous markets and consolidates the identification between brand and value.
The brand, it is a name, a symbol, an elements combination through which products and services are identified. It is these value combinations, whose totality determines the marks personality.
It is a promise, an idea, a guarantee; it represents the consumers expectations of a product, a service, a company.
However, in spite of the importance given to company branding politics, the activity of branding, considered extremely important for corporate growth strategy, it is not particularly developed by all the enterprises, it is incoherently redistributed among various media, monitored cost-per-contact and for null investment.
Historically all the organizations that were able to achieve the best result, leaving without exception within the sectors, in terms of brand positioning and consequently in corporate image, were those which better obtained the sharing of: promises, values, credibility and business community consistency.
To become ambassadors and defenders of some values share with the customers community and credible holders of closely coherent promises with the shared community values.
From the business point of view the most correct company strategy, in order to define a brand or a company position, should start from the answers to the following questions from the reference business community:
Who are we?
What do we produce?
To what do we serves?
What do need our business community?
How long will we need to continue doing what we are doing?
A coherent and winning approach to brand positioning strategy does not have to be seen like an episodic fact, but a continuous strategy to brand community interest and the sensibility, translated in concrete facts through “identity” management, in all the external or market manifestation.
