This article introduces the concept of brand gendering. It tells us how the concept of brand gendering has been used as a tool for positioning. It speaks about different strategic roles of marketers. The marketers also have to consider the tastes and preferences of different genders.

The article highlights the various factors of brand gendering. It also throws light on the human perception of brand gendering. In this genre of promotions and publicity, the products must be branded in a proper manner so that the companies get some competitive advantage over their rivals in the market.

Brand gendering is a process of discriminating the brands as per the gender. Brand gendering signifies giving a brand a masculine or feminine identity. "Brand gendering is possible in two ways: one, the product or the brand should be designed or modified to appeal to the stereotypical man or woman; and, two, to give it a gender image, it needs to be strongly associated with the masculine or feminine sex role stereotypes through advertising and other modes of marketing communication. The target marketing strategy should help in the process of identifying the key category for the product or the brand. So, product or brand gendering is often used in conjunction with such a target marketing strategy."

Positioning means creating a space in the customers' minds. Marketing is a continuous process of value creation, value communication, value delivery and brand positioning. Kotler defines brand positioning as an "Act of designing the company's offer and image, so that it occupies a distinct and valued place in the target customers' minds". Al Ries and Jack Trout, the pioneers of the concept of positioning, define it as a process of creating a place in the customers' minds. Most commoditized products jostle for a permanent space in the customers' minds. Brand positioning helps marketers in building the marketing mix for each segment

Advertising Express Magazine , Brand Gendering, Marketing Strategy, Philip Kotler, Economist, Marketing Management, Brand Positioning, Segmenting, Targetin , Positioning, STP, Corporate Strategy, Business Environment, Bajaj, Raymond's, Allen Solly, Fair & Handsome.