Radio Shack's Brand Positioning

Radio Shack
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Institution
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Introduction
To have a distinctive position in the market, a company needs to select the market carefully. Brand positioning is used to portray to customers what the company is and how the company wants to help its customers achieve individual goals. Brand positioning is a process of putting a company’s image in the customers’ minds. Most companies’ brands act as the lifeblood of their business because these brands represent the company’s personality and values. In any business, when a brand is positioned well it creates a permanent impression in the market. The impression created enables customers to relate to the company at a personal level (RadioShack, 2014). Several companies use different branding strategies. This essay analyzes the brand positioning of Radio Shack looking at how the company’s slogan “do it together” can be tracked back in 1950 and how the slogan can be changed to “do it yourself,’ but still affecting the position of the firm in the electronic market positively.
Background
Radio Shack was founded in 1960 and developed to be one of the largest consumer retailer stores in US. The Company runs over 7, 1000 stores located all over the country (RadioShack, 2014). The primary categories of its products include telephones and telecommunication accessories, audio and video equipment, satellite systems, personal computers and several other electronic products. Radio Shack has also formed partnerships with major consumer electronic and computer companies, making it an iconic brand recognized by consumers globally. All this is accredited to its brand positioning, which are more customer-oriented combined with keen production selection that are convenient and highly personalized. In its brand positioning, the company embraced an approach that has enabled it stay in the lead in the evolving consumer markets.
This has seen Radio Shack evolve from a humble beginning to a multi-billion dollar retailer of electronics, having several associates and huge retail networks of more than 4,000 stores in US alone (Catalyst, 2013)
Creating Brand Positioning
The current markets have become unique requiring strategies that have a personal touch. Radio Shack is one of the companies that have changed with the market demands creating a strategic business plan to suit the modern needs of its customers.
In the 1950, Radio Shack adopted the branding slogan, “it can be done, when we do it together.” The brand slogan aimed at inspiring customers to work together with the company to discover several possibilities using advanced technology. The branding purpose was to make the company more competitive in the electronic market. Radio Shack realignment of its brand goes along with its main purpose for existence. The company slogan is to make customers be aware of its products and help them connect and empower their lives. Changing its brand positioning with the new slogan, “do it yourself,” explains why the company has introduced diversified product lines to attract even the young people. The slogan is part of a new integrated marketing campaign that uses television, radio, print, digital, social and in-store ma...