Introduction to Brand Positioning
Brand positioning is a strategic approach that defines the distinct value that a brand offers its customers. This is a process that establishes a brand identity by focusing on specific attributes and experiences. It helps customers associate brand values and an impression to drive preference and loyalty towards it. The primary goal of brand positioning is to create a value proposition in the market and attract the targeted audience. This does not only mean that it is different, but it is relevant to the intended audience and reflects how the company wants to be placed in a marketplace (Khosla, 2023). It ensures a value proposition where the brand occurs is a distinctive space in the minds of customers. Moreover, it is shaping how a brand is overseen and understood by the audience with its unique value.
Importance of Brand Positioning
Target a specific market
Particularly by focusing on the audience, it offers tailored services to specific kinds of people. Moreover, this approach positions an expert in that area and values the customers.
Clarifies your differentiation
It is an effective method helps to pinpoint what makes the brand stand out from other competitors. It means a clear understanding of unique strengths and enables different communication towards potential customers and excites them.
Informs creative direction
Generally, a defined brand position becomes a foundation for all the creative decisions and marketing campaigns. In addition, it ensures consistency is maintained in the brand with visual representation and enforced communication.
Service and pricing strategy
In fact, understanding the position in the market helps in making key decisions and offering prices. The positioning directly depends upon the influence of service and according to it they are priced. Also, it aligns its brand value with pricing.
Guided client acquisition
With a strong brand positioning, both sales and business development teams are equipped with main points to engage the new clients (ONALAJA & OTOKITI, 2021). It is the right tool to nurture the leads and also acts as the right tool to close the deals and nurture the new leads.
Market expansion
In fact, it helps in facilitating the expansion of brand. When there is a success of brand expansion in one place, it supports to expand in various areas with clear demands and opportunities.
Brand Positioning
Types of Brand Positioning
Quality based positioning
Basically, quality based positioning focuses on premium materials and advanced manufacturing techniques. It commits to quality offerings (Weller, 2023). For example, Lululemon has .acquired the activewear market by focusing on high-quality materials and products. It has maintained its customer base for both premium materials and maintenance reputation.
Value based positioning
In this case, it focuses more on what they pay for the product. Not only include the low price but it acquires a great value for money and affordability. For example, IKEA is the great example for value-based positioning, where it offers furniture set affordable prices and promising experience for high quality home boards.
Benefit-based positioning
Focuses on specific advantages that the brand is offering. For example, Head and Shoulders is a well-known brand that promotes benefits as an ultimate remedy for dandruff who are struggling with scalp issues.
Problem solution positioning
This problem solution positioning offers a specific problem faced by customers. Particularly, it identifies the common point to address the issue and provide more benefits (Sharma, 2024). For Example, Grammarly is an example that promotes problem-based solutions and corrects grammar mistakes in communication.
Brand Positioning Mapping
Source
Use cases of Brand Positioning
Starbucks
For instance, to extend the selling of coffee, Starbucks’ mission was to deliver a better customer experience. Because of the company’s brand position, the customers would feel welcome to walk into a Starbucks store. They also get offered personalized orders, which enhances the connection with the product. Additionally, it encourages people to relax and study while working in the coffee shop and make the customer experience with brand loyalty.
Dove
For instance, in the beauty industry, Dove has successfully implemented its beauty standards. With the help of brand positioning has encouraged individuals to natural beauty. Its marketing strategies have shaped all the customers and have been promoted by other brands. Especially, it has maintained its brand value with real beauty and commitment to appreciate its reputation.
Apple
Especially, Apple has a great influence on brand positioning. It has built a luxury and innovative position to offer premium choices. It has successfully implemented its dedication with both cutting-edge technology and a loyal customer base (IBS, 2022). The strong brand positioning has turned Apple customers into a brand success with high-quality maintenance and exclusive customer electronics.
Conclusion
In the competitive world, brand positioning is a major tool in the marketplace. It values its brand’s uniqueness and key differentiators to distinct from various brands. This drives long-term loyalty and a loyal customer base with a targeted audience. It is more about crafting the main experience with positioning its connections and driving sales. In conclusion, the brand positioning delivers a promising experience based on the quality, communication, and customer service. It is a continuous process towards constant evaluation and planning. It not only makes the consumers buy but also to stay connected to the brand and maintain its position. The brand position exactly stands for its uniqueness and its offerings.
References
IBS. (2022, Oct 24). Brand positioning: 5 cases to get inspired. Retrieved from Linkedin: https://www.linkedin.com/pulse/brand-positioning-5-cases-get-inspired-ibs-americas
Khosla, M. (2023). Brand Positioning Strategies to Achieve Profitability and a Competitive. International Journal of Research Publication and Reviews, 04(11), 3156-3161. Retrieved from https://ijrpr.com/uploads/V4ISSUE11/IJRPR19489.pdf
ONALAJA, A. E., & OTOKITI, B. O. (2021). The Role of Strategic Brand Positioning in Driving Business Growth and Competitive Advantage. IRE Journals, 04(09), 151-168. Retrieved from https://www.irejournals.com/formatedpaper/1707204.pdf
Sharma, A. (2024, Nov 02). 9 Types of Positioning In Marketing. Retrieved from Youngurbanproject: https://www.youngurbanproject.com/types-of-positioning-in-marketing/
Weller, J. (2023, Nov 03). Brand Positioning Guide: Strategies, Examples, and Expert Tips to Get Started. Retrieved from Smartsheet: https://www.smartsheet.com/content/brand-positioning?srsltid=AfmBOop_DuiiD9lXFztQoS_gVqCdTdkS4RODdj2lPdNEvu8TcxjwchGf
Keywords
Market expansion, Brand value, Brand position, Marketing campaigns, Quality based positioning
Relevant Articles
Branding and Positioning of Product
MSMEs Usage on Digital marketing on cost-effective performance
Read More about the Topic
Brand Positioning Strategies: Creating and Communicating Unique Value Propositions