The Positioning Statement, Emotions, and Brand Equity

Briefly describes content of case. Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 2, The Positioning Statement, Emotions, and Brand Equity (53 pages), the author examines at length the critical components of brand building. The first is the positioning statement, which brings together information about customer needs, competition, and consumer benefits in a "blueprint" that guides all marketing efforts. Using well-known brand examples, the author explains each aspect of a strong positioning statement and provides practical guidance for developing a statement. Second, the author explains the importance of understanding the customer's perspective to create an emotional relationship between brand and customer; he also outlines a process for gaining consumer insight, summarizing research on emotions and behavior. Third, the author explains brand equity, how to build it, and its benefits. He looks at how to measure equity, summarizes several basic methodologies, and reviews high-value brands in the real world.

• Consumer behavior
• Brand positioning