3 C's of Brand Positioning

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3 C's of Brand Positioning
Jawahar, Member
What are the 3 C's of brand positioning?

3 Cs of Branding
Jaap de Jonge, Editor
I think you are refering to clarity, consistency and constancy...
Clarity - strong brands are clear about what they are and what they are not. They understand their unique promise of value. And this promise of value sets them apart from their competitors. It differentiates them and allows them to attract and build loyalty among a desirable set of consumers.
Consistency - in addition to being clear about who they are, strong brands are also consistent. They are always what they say they are.
Constancy - it is not enough to be clear and consistent if you are not always visible to your target audience. Strong brands are constant; they are always there for their customers and prospects.
I couldn't find who first thought of these 3. Perhaps someone can contribute the author / book?

3 C's of Branding
pavan chandolu, Member
For a perfect branding I recommend these 3 C's:
Creativity: first the company has to be injected into the minds of public by creative advertising of a brand with minimal consumption of valuable time.
Competitor: keeping in mind the competitor and his strategies we have to develop the brand in customer's mind as a unique one with all features that are to be utilized by the customer in a full fledged way.
Cost: nowadays money plays a major value in life. A penny spent by a customer is to be valued 100 times more than setting the customer's expectations.

3 Cs in Health Services Marketing
In health, we can understand the 3 Cs from a service perspective. I feel the three Cs would be:
- Concern (the patients except a sense of urgency & concern in our interaction)
- Care (it encompasses the quality of clinical care and support services)
- Credibility (involves reputation, verifiable outcomes and assurance of best practices).

3 C's of Brand Positioning
For a brand to be successful in achieving the desired market reaction, I feel that the following attributes are essential:
- Concept: The creator of the brand should have a clear concept behind the brand creation in the markets in which it will operate within the available resources and understood by the entire team focussing on it.
- Capability: It is absolutely essential that the capability of the organization in terms of resources, time and space for building the brand should be measured, ensured and effectively monitored throughout the process
- Consumer/ Customer/ Client: The building of the brand should be created around the segment of the market or the customer base intended by it or it may backfire.


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