Brand positioning is not only about making employees be aware fo what exactly their products are, but also about how meaningful the brands are to consumers.

One way to measure or look at the brand positioning is through the emotional reflects of consumers when they see or hear the brands’ tagline. For example, the tagline for BME is  “The ultimate driving machine”. When customers see this, they feel powerful and trustworthy. Therefore, whenever consumers see BMW cars, they always get a sense of safety. BMW positions an effective brand in the market since the brand is well recognised by consumers and well defined by consumers. However, if BMW’s tagline is really plain and does not highlight its unique characteristic well, then it’s hard for consumers to have a deep and impressive impression after they see the cars or logos.

In conclusion, brand positioning is important to analyze the factors like the brand name, the brand information, etc. Analyzing the brand tagline is a hint as well.

Resources:

1. “Product Positioning.” QuickMBA: Accounting, Business Law, Economics, Entrepreneurship, Finance, Management, Marketing, Operations, Statistics, Strategy. Web. 05 Oct 2013. <http://www.quickmba.com/marketing/ries-trout/positioning/>.

2. Joseph, Jim. “The Art of Positioning Your Brand and Why You Can’t Afford to Screw It Up | Entrepreneur.com.” Business News & Strategy For Entrepreneurs | Entrepreneur.com. 19 Jul 2013. Web. 05 Oct 2013. <http://www.entrepreneur.com/article/227445>.