{"id":28,"date":"2010-10-25T22:56:03","date_gmt":"2010-10-26T06:56:03","guid":{"rendered":"https:\/\/blogs.ubc.ca\/vcid\/?p=28"},"modified":"2010-10-25T22:56:03","modified_gmt":"2010-10-26T06:56:03","slug":"brand-positioning","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/vcid\/2010\/10\/25\/brand-positioning\/","title":{"rendered":"Brand Positioning"},"content":{"rendered":"<p>Today I&#8217;ll be talking about the interesting brand positioning that the &#8220;Halls&#8221; product has. As someone born and raised in the South American country of Brazil, I was always used to see Halls as candy. Over there, it is marketed, packaged, and sold as candy, seen in newspaper stands, corner stores, pretty much anywhere that sold a variety of candies.<br \/>\nOne of the surprises that I had when I arrived here in Canada was that over here Halls is sold and marketed as medicine, as a cough drop or something like that. Of course, as someone who always saw it as candy I scoffed at that and couldn&#8217;t possibly imagine how someone could possibly convince people that candy was medicine. But apparently the brand positioning of Halls does just that in North America. When I decide to randomly chew some Halls for the pleasure of it, I sometimes get asked if I have a cold or something, and then I get a confused face when I tell them that no, I was perfectly fine.<br \/>\n<img decoding=\"async\" src=\"http:\/\/upload.wikimedia.org\/wikipedia\/en\/1\/1e\/Halls_drops_in_Brazil.jpg\" alt=\"\" \/><br \/>\nI am still not really sure if there is a difference in the composition for Brazilian and Canadian halls, but from the limited results I got from Google, there isn&#8217;t any difference unless you consider the special Vitamin-C Halls.<\/p>\n<p>If anything, this is pretty strong evidence that Marketing branding is of great importance for a product. If you can convince countries that candies are cough drops, or vice-versa, that is one fascinating feat.<br \/>\n<img decoding=\"async\" src=\"http:\/\/i.s8.com.br\/images\/emporium\/cover\/img6\/21229556_4.jpg\" alt=\"\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today I&#8217;ll be talking about the interesting brand positioning that the &#8220;Halls&#8221; product has. As someone born and raised in the South American country of Brazil, I was always used to see Halls as candy. Over there, it is marketed, packaged, and sold as candy, seen in newspaper stands, corner stores, pretty much anywhere that [&hellip;]<\/p>\n","protected":false},"author":3660,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-28","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/posts\/28","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/users\/3660"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/comments?post=28"}],"version-history":[{"count":1,"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/posts\/28\/revisions"}],"predecessor-version":[{"id":29,"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/posts\/28\/revisions\/29"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/media?parent=28"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/categories?post=28"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/vcid\/wp-json\/wp\/v2\/tags?post=28"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}