Product and Service Branding

Product and Service Branding

The market structure and customer feedback will measure product and service demands to discover an effective branding strategy. The foundation of a successful brand development for method® Antibacterial Kitchen Cleaner will increase the level of product value and form a competitive advantage. Analyzing the competition will determine the ideas that form a productive brand and market strategy that communicates the unique features of product quality.

Brand Development

Branding is the concept that entails how consumers feel about a product, how it works, looks, and what message it sends (Rayport & Jaworski, 2003). The uniqueness of the product formula, coupled with the consumer desire to sustain the Earth will be capitalized upon during the branding process. The 10-step process establishes a healthy brand for the product. Once key leverage points and the competitive position are determined, the brand intent can be established and grow with consistency, opportunity, and patience.

Positioned Against the Competition

Competitive advantage is based on the customer value a product creates that exceeds the cost to produce that value. The market analysis reveals the following competitors:

* Bom Ami Powder Cleanser

* Citrasolv Natural Cleaner & Degreaser

* Ecover Glass and Surface Cleaner

* Mrs. Meyer's Clean Day Countertop Spray

* Seventh Generation Multi-Surface Cleaner

The analysis explains the level of value as the leading innovator in premium eco-friendly household and personal care products. Product distribution in more than 35,000 retail locations in the United States, Canada, United Kingdom, France, and Australia with competitive pricing starting at $2.99 (Method, 2012).

Marketing Strategies

The cost leadership of the organization and the separation of the organizations product from the competition define the competitive advantage. "Michael Porter defines two basic types of competitive advantage: cost leadership and differentiation. Value is not determined by the firm but rather by buyers, in the amounts they are willing to pay" (Rayport & Jaworski, 2003, p. 90). In the below diagram, the green box provides a visual of the competitive advantage. The summary of customer's unmet needs is the potential business growth. The company will benefit from effectively communicating the discovery and the understanding of product value to customers.

The marketing strategy is the paradigm shift in thinking from what the organization was built on, which includes environmental and social considerations and