StudentShare solutions
Triangle menu

The Co-operative Bank Brand positioning Project - Essay Example

Not dowloaded yet

Extract of sample
The Co-operative Bank Brand positioning Project

Brand positioning of an organization involves the following steps: 1. Identification of the direct competition of the business (including players offering products or services amongst bigger portfolio of solutions) 2. Understanding of the brand positioning of the competitors in the market. 3. Documentation of the own positioning of the company. 4. Comparison of company’s positioning with its competitors in order to identify the possible areas of differentiation. 5. Development of distinctive differentiated and value based brand positioning concept. 6. Creation of a positioning statement with customer value propositions and messages used for the purpose of communication development throughout the target audience. In order to develop a distinctive place in the operational market, an organization should choose a target market followed by the creation of a differential advantage in their mind. Thus, brand positioning is the medium by means of which the company can convey to its customers that what it desires to achieve for them. It can be said to be an activity of creation of the brand offer in such way that it will occupy a separate value and place in the mind of the target customers. It includes identification and determination of the similarity as well as difference for ascertainment of the correct brand identity and creation of proper brand image. An effective brand positioning helps in directing the marketing strategy by explanation of brand details, distinctiveness of the brand, its similarity and dissimilarity with competitive brands and specific reason for using the brand. It is the base of development or increase of required knowledge or perception of its customers. It is the only feature which distinguishes the products or services of a company from its competitors. Financial condition of Cooperative banks in Europe The financial crisis situation of the countries and financial institutions are not over. The financial condition is far away from its stability and the confidence of the public in the financial institutions is very weak (Groeneveld, 2011). The Cooperative Banking Group has weathered/battered present and previous periods of the financial distress situation relatively well (Acadia, et al., 2010; EACB, 2010; Wyman, 2008). The cooperative banking group has recovered from the financial crisis situation of the period of 2007-2008 in a better pace as compared other shareholders value or the listed banks. The financial crisis leaded to the critical assessment of the business principles, models and rules in the banks. The top priority is given to safeguard of the stability in the global financial system. A major effort was given on the restoration of confidence of the customers on the financial sector. The Basel Committee on Banking Supervision has announced high capital and liquidity requirements for the financial systems and banks as the preventive measures for reducing the financial crises to some extent (Basel Committee on Banking Supervision, 2010). This regulatory reform will result in the shift of the funding structure from the short term and volatile sources to long term and stable sources like capital and other deposits (Kodres and Narain, 2010). This financial crises situation has resulted in the increased awareness of the investors related to the capital endowments of the banks. Thus, it is likely that the market participants will request for additional buffers above ...Show more

Summary

Brand Positioning of Co-operative Bank Introduction Brand positioning is the most important step in any business which helps it in achieving success. It mainly deals with planning of successful new products. Brand positioning ensures that the brand activity has one common aim which is guided and delivered by the benefits of the brand…
Author : serenitybailey
The Co-operative Bank Brand positioning Project essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The Co-operative Bank Brand positioning Project"
with a personal 20% discount.
Grab the best paper

Related Essays

Krima Co-operative
Among the products they produce include normal and non-fat dairy products like cheese, fresh milk, yoghurt, ultra heated milk and milk powder. Dealing with such a consumable product, it is important to make sure that the product satisfies all the customers’ needs.
8 pages (2000 words) Essay
Co-operative entreprises
Although co-operatives are a great way to pool the resources of different people together in order to achieve a goal but it also present many challenges of working with different individuals. I will discuss here some of the problems which co-operative members usually face and also try to present their solutions.
10 pages (2500 words) Essay
The Co-Operative
Co-operative food has had the strength to stand the test of time and market instability as far as the food retail industry in the United Kingdom is concerned. This is because despite the frequent drop in share market stake for the food industry since 1950, Co-operative food has grown from strength to strength, becoming United Kingdom’s fifth largest food retailer as of now.(The Co-operative Group, 2010).
4 pages (1000 words) Essay
Differentiation and Brand Positioning
This will mainly include collection, gathering and absorbing of the existing market conditions. It will also focus on the general trends and patterns in the market (Laurel, 2003). In addition, a research design will mainly serve the purpose of providing information concerning such issues as market behaviors, demographics and lifestyle.
3 pages (750 words) Essay
Brand Positioning
The product category chosen for the project are chocolates. The chocolate industry is at a growth stage and is expected to increase in the future. The global chocolate market is expected to grow by CAGR 2.7% from $83.2billion in 2010 to $98.3billion in the year 2016.
7 pages (1750 words) Essay
Brand Positioning
Founded in 1906, it is a business organization with vast marketing experience of over a century hence having an advantage over the rest the competitors in the market. The Xerox Company has developed different brands in the market, done sales promotion and therefore has been able to win customer loyalty thus boosting its sales and revenues.
8 pages (2000 words) Essay
The Co-operative Group (Food,Funeralcare,Banking group, Pharmacy,Travel)
Introduction With the continuous observation and a through marketing analysis, marketers have recognised that the target audience or consumers for a certain product are not similar in nature due to the differences prevailing in the parameters such as social affiliations, demographics, needs, attitudes and locations.
8 pages (2000 words) Essay
Brand Positioning
A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help identify it and differentiate it from other brands. In the past decade, things on the branding front have undergone a sea change.
10 pages (2500 words) Essay
Brand Positioning
The global chocolate market is expected to grow by CAGR 2.7% from $83.2billion in 2010 to $98.3billion in the year 2016. The Asian chocolate market is the driving sale and likely to hold about 20% of the market share of the global chocolate market in 2016 and sales of
7 pages (1750 words) Essay
Brand Positioning
The Xerox Company has developed different brands in the market, done sales promotion and therefore has been able to win customer loyalty thus boosting its sales and
8 pages (2000 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation