The marketing research highlighted a number of facts about the perceptions and the demographics of the target customer groups. This concerned the position of Saxonville products in the ethnic Italian market and the loop holes that the company could exploit to increase its revenues from sales of its products. additionally to the above, the values held dear by the customers with family connections and clever cooking emerging at the top of the table on the values and attributes held dear by Saxonville's target customers. The key findings with regard to women's "ideals" of family life indicated that very high percentage of women valued family connections and clever cooking as the most important aspects of a fun filled family set-up. These were also revealed as the core product attributes that are revered by a woman as performing a good job and being a successful homemaker (ibid.). On the very basis of the analysis of the marketing research results presented by Banks and her team, this would recommend a positioning strategy that would encapsulate the development and maintenance of sustained value added attributes to be derived from the brands. These would revolve upon the core beliefs, key consumer values and attitudes held very dear by target customers (ibid.).

In understanding the fact that brands succeed because they are positioned to capitalize...

In strong brands, brand equity is tied both to the actual quality of the product or service and to the various intangible factors. These attributes might encompass user imagery that can be manipulated, the feeling the brand tries to elicit in customers, the type of personality the brand portray and the type of relationship it seeks to build in its customers (ibid.).
This should also involve the appreciation of the totality of all these brand images including such elements as the different perceptions, beliefs, attitudes and also behaviors customers associate with the brands whether created intentionally by the company or not. In conclusion, an organization can be confident about the customers' likes and dislikes as well as the core attributes and associations that are interlinked with the brand, a well grounded framework can be ascertained as regards whether any given action will dovetail nicely with the brand or will result in conflicts (ibid.)

References

Moore, K. (2007). Saxonville sausage company. (pp. 1-17). Boston, MA: Harvard Business Publishing.