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What is brand positioning?

by Pradip Singh
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What is brand positioning?

Brand positioning is the strategy that a company uses to differentiate its product from its competitors. Positioning is all about figuring out how a company wants its product to be perceived by consumers. A company’s position can be based on a variety of factors, such as quality, price, features, or benefits.

A company’s position in the minds of consumers can be a powerful tool for driving sales. By positioning its product in a certain way, a company can make it more appealing to consumers and make it stand out from the competition.

Brand positioning is not simply stating what a company’s product is. It is also about explaining how the product is different from the competition and why consumers should choose it.

Why is Brand Positioning Important?

Brand positioning is important because it can have a significant impact on a company’s bottom line. A company that is able to correctly position its brand can charge a higher price for its products and services than its competitors and still maintain market share. Additionally, a company that is able to correctly position its brand can increase the amount of market share it holds even in difficult economic times.

Types of Brand Positioning Strategies

Mainly there are three types of brand positioning strategies that matters hugely and has a very strong impact on positioning your brand with effect, these are:

  1. Product-based positioning
  2. Benefit based positioning
  3. User-based positioning

Types of Brand Positioning Strategies

Product-based brand positioning

A product-based brand positioning strategy is when a company positions its products as better, different, or new than those of its competitors. Product-based brand positioning can be achieved in a number of ways, such as emphasizing the product’s unique features, quality, or design.

Many times, a product-based brand positioning strategy is used in conjunction with a promotion-based strategy. For example, a company might emphasize the unique features of its product in its advertising, while also stressing that its product is available at a lower price than the competition.

Benefit or feature-based positioning

A company can choose to position its product or service in one of two ways:

  1. Benefit-based
  2. Feature-based.

Feature-based positioning is when a company promotes the unique features of its product or service. Benefit-based positioning, on the other hand, focuses on the benefits that the customer will receive from using the product or service.

When a company chooses to position its product or service in a benefit-based way, it is saying that its product or service is the best way for the customer to achieve a certain goal or goals. For example, a company that sells tires may position its tires as the best way for a customer to stay safe on the road.

User-based brand positioning

It is a strategy that focuses on the needs, wants, and perceptions of the target market rather than on the features of the product. It involves understanding what motivates consumers and what they are looking for in a brand.

In order to create a user-based brand positioning strategy, a company must first conduct market research to understand the needs and wants of its target market. It then needs to create a brand that meets those needs and resonates with consumers.

User-based brand positioning can be very effective in creating a strong connection with consumers and building brand loyalty. It can also be difficult to execute, as it requires a deep understanding of the target market and a strong marketing and advertising campaign to communicate the brand’s message to consumers.

How to Create a Brand Positioning Strategy for your Business

When it comes to creating a brand positioning strategy, there are a few key things to keep in mind. You’ll want to make sure to consider your target audience, what you want your brand to represent, and what sets your brand apart from the competition.

To start, you’ll need to understand your target audience. Who are you trying to reach with your product or service? Once you know who your target audience is, you can start to think about what you want your brand to represent to them. What are the values and attributes you want your brand to be associated with?

Finally, you’ll need to think about what makes your brand different from the competition. What sets you apart? Why should consumers choose your product or service over the competition?

Once you have all of this information, you can start to create your positioning statement. This statement will summarize what your brand represents and how it is different from the competition. It should be clear, concise, and easy to understand.

Here’s a generic example of a brand positioning statement:

Our brand represents quality and value. We offer the best products at the best prices, and we’re dedicated to providing the best customer service possible. We’re different

Brand positioning examples from some of the world’s renowned brands

1. Nike: Just do it.

Nike’s positioning is all about empowering people to push themselves and achieve their goals. The company’s slogan, “Just do it,” encapsulates this message and encourages people to take action.

2. Apple: Think different.

Apple’s positioning is about being different and standing out from the competition. The company’s slogan, “Think Different,” encourages people to embrace innovation and creativity.

3. Amazon: We provide the best customer experience in the world.

Amazon’s positioning is about delivering the best possible customer experience. The company’s slogan, “We provide the best customer experience in the world,” underscores this commitment.


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