Positioning and Branding

Positioning describes how target market segment perceives the company’s offer in relations to competing brands.

There is a long history to Biennale before it reaches Singapore. Thus, it has an image set in people’s mind and a reputation to hold. It started off in Italy and moved on to other parts rapidly. This is the second time; Biennale had its exhibition in Singapore. The first attempt was two years ago, in year 2006, themed “Belief” making a strong foothold in Singapore and had left a deep impression in Singapore art lovers’ mind.

The theme “Wonder” had created an impression in the minds of the audience. Thus, the target market would be those people who were curious about how artists thought about this theme and create art pieces that would fascinate audience and amazed them by how this wonder could be done. This year’s Biennale had the theme of “wonder”, focusing mainly on art pieces that amazed their audience, making them think about how this could be possible? “Stone to fill the sky” by Zhan Wang would be one of the better example. It was an oddly shaped steel rock with a mirror-finished surface suspended in the air where it rotates reflecting the coloured lights around it and was displayed in a glass container. This artwork had aroused the curiosity of many to ask “How did the art piece float in mid air and rotates non stop?” This exhibition seems to be a place for us to fascinate about the creative masterpieces that seems impossible.

Biennale was held only in every two years because of its name which meant “in every other year”, thus, already telling its audience that this event would be held in every two years. If they missed the change to go for this event now, they would have to wait for two years. It is also an art event that had different theme, every art pieces is a surprise itself and could never be found anywhere else. Thus, giving the idea of “catch it while you can and be amazed by it”.