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BUSI 520 - MMIP 4 - This is a final
project.
International Business (Liberty University)
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BUSI 520
MMIP – Positioning and Branding Strategy
John Harrington
School of Business, Liberty University
Author Note
John Harrington
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
John Harrington
Email: [email protected]
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MMIP-Positioning and Branding Strategy Questions (Chapters 10–
13)
Q1. Explain how the product/service is positioned in the market. Create a
positioning statement for the product/service and explain its rationale.
No company can operate in a competitive market if its products and services are the
same as every other offering. It is imperative that the organization make an impression in a
market, by standing for something. A consistent brand will lead to recognition, credibility, and
loyalty.
Brands that consistently communicate how and why they are different from competitors create
a competitive advantage by differentiating themselves and their product.
The goal of brand positioning is to explain what is different and better about that brand
for its target market, and why those differences are important. However, this information needs
to be delivered in a consistent manner regardless of whom you communicate with. As a result,
brand positioning starts with defining what the brand stands for. The brand platform clearly
identifies to the customer what the brand represents. The brand platform begins with an
organization’s mission statement. In addition to that it will include other elements such as the
core values, brand promise, personality and brand-positioning statement.
L.L. Bean has posititioned itself as an organzation that sells quality outdoor clothing and
equipment while maintaining a commitment to superior customer service and satisfaction (L.L.
Bean, 2001). The company is not unique in its products, but it is unique in its commitment to
quality products and customer service. Those are the two primary components that differentiate
LL Bean from its competitors. This illustrates that unique and defendable point of difference
that is so important to brand positioning.
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In regard to a positioning statement, L.L. Bean has recently begun a new campaign
identified by the tag line “Be An Outsider.” (WARC, 2019). Another important component of
brand positioning is identifying a niche for yourself. It is not realistic to think that a brand could
be everything to everyone.
In creating this positioning statement they have expanded their target market to include the
outdoor enthusiast which encompasses a wide array of people. In addition to that the company
has increased the value proposition of the product through this new strategy. The consumer not
only purchasing a product but the experiences these procucts facilitate.
Q2. Discuss techniques of building brand equity. Which brand elements would be
most useful in differentiating the product/service from competitors? Explain the
brand promise of the product/service.
Brand equity is the value the brand brings to an organization. It can be measured in a
number of ways inclucing your long term customer loyalty or the price premium an organization
is able to use as compared to its competitors. The customer based brand equity focuses on the
customers perception of the brand as a differentiator. It is illustrated the Brand Resonance
Pyramid discussed in our text. The four primary steps are identity, meaning, response and
relationships. The first step in identity is creating brand awareness, and ensuring that your
customers see the product or service in the way you itend it. The second step is meaning, which
is how well the product meets the needs of your customers. The social and psycholocical aspects
are important aspects of the imagery associated with this step. It is important that your brand not
only meets the needs of your customers, but also aligns with their identity and values. The third
is response. This focuses on how the customer thinks and feels about the brand. Responses realte
to the consumers preceiption of the quality and credibility of the products. The fourth step is
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relationships. This is a description of the psychological bond between the brand and the
customer. Customers who have a deep psychological bond to the brand would be more likely to
make repeat purchases based on the attachment they feel to the brand.
The brand promise is the experience the brand promises to provide to customers. It
conveys what you want them to feel when they interact with your products and services. In a
perfect world this is what brings customers back to a brand again and again. It is important to
remember that it should be simple, and easily understood. It should describe the most significant
benefits the brand provides, including benefits that create an emotional connection with
customers.
The L.L. Bean brand promise is imbedded in the core values of the organization which is
100% satisfaction guaranteed (L.L. Bean, 2001). The return policy supports this promise in that
you can return any item within a year for a full refund if not completely satisfied. In addition to
that after researching the organization and based on the text the promise in my mind extendes
beyond the guarantee. This is illustrated in the new campaingn, which promotes the outdoors.
The organization is not just committed to selling quality products but facilitating great outdoor
experiences for its customers as well.
Q3. Explain the organization’s market classification (leader, challenger, follower,
or nicher). Select one and omit the others. If it is not the industry’s market leader,
which firm is the leader? Explain its strengths and weaknesses.
L.L. Bean is a market leader as an outdoor retailer, and it continues to build on its
reputation as such. An important growth strategy as described in our text and practiced by LL
Bean is growing the core. As a century old organization they have stayed true to their mission
and core values of the organization,while recognizing that growth is necessary to remain relevant
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and competitive. As a result they have begun to make the core of the brand as distinct as possible
by adding the value of outdoor experiences. It has begun to incorporate new ways to use the
brand thorough the use of outdoor discovery programs and adventure trips. Consumers can now
purchase a lesson on fly fishng through L.L. Bean and also purchase the necessary gear and
apparel for the experience.
The strengths of the organization would include their well known reputation, along with
their range of product offering. These two elements contribute to the ability of the organization
to continue to grow in the existing and expanding market. One of the primary weaknesses I see is
the competition.
Q4. Explain the product’s current life cycle stage (introduction, growth, maturity or
decline). Select one stage to discuss and omit the others).
The growth stage is the second stage in the product life cycle. There are various features
of the organization that can be observed during this stage. The sales are increasing with customer
awareness, which leads to an increase in profits. There is also an increase in competition during
this stage as new organizations are attracted by the opportunities. During this stage it is
important to establish the product’s position through marketing in order to continue to develop
the consumer demand. Many organizations achieve this through improvements ot the
product,attracting new segments, or increasing distribution coverage. There are a number of
competitors in the market now including, Eddie Bauer, Lands End, Dick’s Sporting Goods, and
Cabela to name a few. L.L. Bean has increased its distribution coverage and offers its products
through physical retail store locations, website and on line purchases and catalog purchases.
They have also introduced a new more modern clothing apparrel line designed to attract a
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younger market segment. LL Bean tests all its products and incorporates customer feedback into
its product improvements.As mentioned in our text it important to balance the focus of
competitor and consumer marketing.
Q5. Is the product classified as a convenience, shopping, specialty, or unsought
good? Select one type and omit the others.
The product is specialty goods. The products and services of LL Bean are related to
outdoor gear and apparel. For example if a consumer is going on a white water rafting trip for the
weekend they would look for outdoor apparel that is warm, and quick drying at the same time.
This type of product might be difficult to find at a Macys or TJ Maxx. It is important for the
product to be differentiated. L.L. Bean focuses on performance quality and to support that they
have a generous return policy that also sets them apart from their competitors. They also focus on
quality and customer service as ways to differentiate themselves from their competition.
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References
“The Outside Is Inside Everything We Make.” L.L.Bean, www.llbean.com/.
“Thank You.” Harte Hanks Blog, www.hartehanks.com/insights/our-insights/2018/02/21/LL-
Bean-Attacks-the-Issue-of-Product-Returns-Will-They-be-Successful-.
Andrew.stanten. “How This Brand's Promise Kept Me and My Family Safe.” Altitude Marketing,
10 Dec. 2018, altitudemarketing.com/blog/brands-promise-kept-family-safe-frostbite-
hypothermia/.
Reading: Brand Positioning and Alignment | Principles of ...
courses.lumenlearning.com/clinton- marketing/chapter/reading-brand-positioning-and-
alignment/.
L.L.Bean Taps Consumer Psychographics | WARC.
www.warc.com/newsandopinion/news/llbean_taps_consumer_psychographics/42573.
