Branding is an advanced marketing technology for the product promotion. It has become an essential part of many companies' marketing strategies. The brand positioning and communication are two valid elements of the brand building process. In order to understand better the key part of the brand communication in positioning, let us get a definition of what the positioning is. Positioning is a competition for a top position of the customers' product list. It is not a competition for more media space or even shelf space of retailers. It is a competition for more space in the consumers' perception. To position means to fit the product to the customers' specific needs, desires, demands and life styles.

Nowadays, the brand communication is one of the ways to the product positioning. Through advertising and communication a product can be positioned to a specific market segment of the consumers. It is done by emphasizing those product benefits and advantages that suit best their consumers' demands and requirements. Such brand communication in positioning can be done through enclosing in the product advertising some additional physiological value. A good example of the brand communication in positioning can be Printemps, one of the largest department stores in France. They have stressed the importance of feelings. They have contrasted huge superstores, where it is all about rationality and business making, and their Printemps store. They have proclaimed Printemps to be a territory of freedom; they have made feelings their utmost value. Their main brand communication in positioning value has become an escape from a grim reality into the territory of feelings.

An effective brand communication in positioning is done through the integration of the communication process. It reaches its goals, only provided with the conformity of the entire brand's internal and external communication to its market positioning. It this way the brand communication can be very effective and it can radically change the brand's life and perspective. However, such communication has to be based on the clear knowledge of product consumers' opinions, preferences and perceptions. Orangina drink is a perfect example of such brand communication in positioning. The research specialists made a discovery that Orangina (an orange juice drink) was not so popular among the consumers due to the presence of unpleasantly looking sediment. People were repelled by the look of this product. The company repositioned this drink through the brand communication. They put the accent on the origin of such sediment and actually turned this product shortcoming into its main benefit. The presence of such sediment is the evidence of a natural orange ingredient in the drink. It makes it a healthy drink. The advertisement was based on the idea of shaking the bottle before drinking the juic, so that every drop of a healthy and useful drink would not remain in the bottle. Through such brand communication in positioning this product was able not only to regain its market position, but also to increase its market share.

Finally, measuring the brand communication by the results it produces has to be done to see if it works the way you intended it to. Both the control over the integration process of the brand communication in positioning and measuring it have to be ongoing ones in order for the brand to go on developing and to remain relevant to the market demands.

measuring brand communication