Understanding the difference between branding and positioning increases the long term effectiveness of your marketing and communications efforts. Branding creates a powerful belief system in a product but positioning is what gets you there. Branding is the great equalizer and provides the competitive edge to products that force Americans to chase the brand.
SANTA MONICA, CA (PRWEB) September 15, 2004 -- Stephen Esbin, founding Partner of MGSE, announced today the company has released an article titled, "US Market Entry: How to Get Americans to Chase Your Brand." MGSE specializes in developing marketplace evaluations and facilitates US market entry for UK and European firms.
The article discusses the importance of understanding the differences between branding and positioning and how to formulate a more effective long–term US market entry strategy for small and medium size enterprises (SMEs) based in the UK.
Mr. Esbin suggests that the traditional approach of using pricing, product, distribution and promotion are important and may provide a competitive edge, but not for the long–term. The article takes the position that branding creates a powerful "belief system about a product" but that, "positioning is what gets you there." Marketers who recognize the distinction between branding and positioning will ultimately increase the effectiveness of their marketing and communications efforts. The solution he says is to first, "establish a product franchise or positioning before branding can be effective."
The article points out that American consumer shopping behavior is one of the things UK firms are most curious about. Understanding that Americans enjoy comparison shopping and seek out new and innovative products creates a US marketplace opportunity for UK SMEs. Esbin says, "Branding can be the great equalizer and provides the competitive edge to products and services which force American consumers to chase the brand."
Mr. Esbin recently addressed international marketing trends at the British American Business Council's (BABC) Transatlantic Business Conference in Birmingham, England. The BABC has over 4000 member companies in the UK and US and is the largest transatlantic trade and investment organization. He was a featured speaker at the BritishAmerican Business Inc's (BABi) Growing Business Forum event in London for "New Markets—The Transatlantic Breakthrough." His articles on international trade and US marketing have been published by the British American Business Council Los Angeles and in England's premiere marketing / business publication Brand Republic.
MGSE, founded in 1999, is based in Santa Monica, California and is a member of the British American Business Council Los Angeles. The firm, which specializes in developing marketplace evaluations and facilitates market entry, works with small and medium size enterprises in the US, UK and Europe who desire to introduce their products and services to the US market. Key US market entry services include strategic planning, opportunity assessments, demographic profiling, brand development, identifying market niches, operations management, and creating new revenue streams.
For more information, contact Stephen Esbin at stephen@mgse.us or visit http://www.mgse.us
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