Brand Positioning : Elements and Characteristics

Elements of brand positioning

Introduction to brand positioning Kotler has defined brand positioning as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” In other words, brand positioning explains how a brand differs from its rivals and how it appears to customers. In order to influence how … Read more

Marketing Channels : Types, Importance, Benefits

Marketing channel strategy

Introduction A marketing channel is any of the numerous tools, platforms, and touchpoints that companies employ to interact with certain market segments and direct them along the customer experience. A marketing channel involves different processes, steps and people who help in getting the products from a business to the customers. To put it another way, … Read more

Soft Sell Vs Hard Sell

Difference between hard sell and soft sell

Difference between Soft Sell and Hard Sell Approach Teams in sales and marketing adjust to the circumstances of their respective sectors. In industries where immediate sales are necessary, they utilize hard selling, and in those where repeat business is necessary, they use soft selling. Soft selling focuses on building relationships and consultative selling whereas hard … Read more

Soft Selling : Advantages and Disadvantages


Introduction A soft sell is a strategy to marketing and sales that uses tactful language and a non-aggressive style. The goal of a soft sell is to prevent upsetting potential consumers and turning them away. Soft selling is a convincing, subtle, low-pressure sales method. It may not result in a sale the first time a … Read more

Relationship Marketing : Levels and Benefits

Benefits of Relationship marketing

Introduction Relationship marketing is a special approach for building deeper connections with customers. This marketing focus on increasing brand loyalty, customer retention, and customer lifecycle value. Relationship marketing recognizes the effort that a successful business goes beyond one time transaction and achieves an enduring relationship with their target audience. Its main objective is to make … Read more

What is Experiential Marketing?

What is Experiential Marketing?

Introduction Experiential marketing, as opposed to traditional or online marketing strategies, is a particularly quick and efficient technique to increase brand exposure through making personal relationships with customers. All five senses are stimulated, evoking feelings that create enduring memories that have been found to increase brand loyalty. Through experiential marketing, businesses may engage with consumers … Read more

Public Relation (PR) vs Publicity

Public Relation vs Publicity

Introduction Advertisement is one of the important components of a marketing function. Public relation and publicity are two very essential components of advertisement strategy. Both of these factors help in shaping and defining the image of an individual, product, organization or a brand.  Public relation is more inclined towards the strategy and may require strategic … Read more

What is Positioning? Types, Characteristics and Importance

Introduction Positioning, in simplest terms, is the identity for/of a brand or product in the mind of the customers when compared to other similar products in the market. It is also the process of forming a mental picture of a product in the minds of consumers. Positioning is the process of establishing a new product’s … Read more

Herzberg’s Two Factor Theory of Motivation


Introduction to Herzberg’s Two-factor Theory Frederick Herzberg, an American psychologist, established Herzberg’s Two Factor Theory—also referred to as the Motivation-Hygiene Theory. He stated this theory as a model for understanding job satisfaction and discontent in the 1950s. According to the hypothesis, motivational factors and hygiene variables both have an impact on a person’s level of … Read more

What is LinkedIn Marketing?

Benefits of LinkedIn marketing

Introduction The world is rapidly shifting towards digital media in terms of branding and advertising. The dynamics of networking has transitioned from personal connections to digital professional ones ; Thanks to the rise of social networking sites like Facebook, Instagram, Twitter, etc. An individual’s personality and preferences can be reflected upon the posts they like … Read more