As we all know, brand-positioning is a very important key for every business, this will define how people perceive the company, this will define if the firm is the number one or not in people`s mind when they think about a specific aspect. Brand-positioning is definitively a fundamental aspect for the success of a firm, therefore, if the brand does not have the correct marketing, it will surely decline.

An example of how the wrong marketing can harm a company is the one of Walmart, which is one the biggest retailers in the U.S, that used the wrong positioning statement, that ended up decreasing their sales; their last positioning statement was: “Low prices…Always low prices! “, this statement seems to be very attractive but the real result is that it made Walmart seem like just a place where people can get cheap things, more than good quality products, which later led people to think that this brand was just for people with economy issues. Another reason that explains why this positioning statement is not a good one is that due to this advertisement people just think of Walmart as a place to buy products  with a lower price, so when the company does not low the prices too much, the people instantaneously stop going to Walmart shops.

As a consequence of this bad advertisement and its results, now Walmart has a new positioning statement, which is “Save money. Live better”, it seems to be a little change, but actually it can help a lot with the growth of the business.

For more information about this topic, you can visit the following links:http://www.evancarmichael.com/Branding/72/Wal-Marts-brand-positioning.html http://www.donaldcooper.com/index.php?option=com_content&view=article&id=166:artworldslargestbizchanges&catid=28:creating-delivering-and-communicating-compelling-customer-owning-value&Itemid=58