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1-Brand Positioning Strategies

Brand positioning strategies provide ways for companies to position their brand in the minds of customers relative to competitors. Some common positioning strategies include focusing on quality to be seen as a specialist, promoting value to appeal to price-conscious customers, highlighting unique product features, creating an emotional connection through relationships or aspirations, solving customer problems, rivalry with other brands, warm feelings toward the brand, and emphasizing financial or other benefits of the brand. Positioning is important to guide brand building and relationships with the target audience.

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42 views16 pages

1-Brand Positioning Strategies

Brand positioning strategies provide ways for companies to position their brand in the minds of customers relative to competitors. Some common positioning strategies include focusing on quality to be seen as a specialist, promoting value to appeal to price-conscious customers, highlighting unique product features, creating an emotional connection through relationships or aspirations, solving customer problems, rivalry with other brands, warm feelings toward the brand, and emphasizing financial or other benefits of the brand. Positioning is important to guide brand building and relationships with the target audience.

Uploaded by

juttamchandani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Brand Positioning Strategies

What is a brand?
A brand is a “name, term, sign, symbol, or
design, or a combination of these intended to
identify the products or services of one seller or
group of sellers and to differentiate them from
those of competitors.
A brand is a seller’s promise to deliver
consistently a specific set of features, benefits,
and services to buyers.”
Brands convey benefits, values, and personality.
Brand equity

Brand's power derived from the


goodwill and name recognition it
has earned over time, and which
translates into higher sales
volume and higher profit margins
against competing brands.
• Your brand positioning is the
“space” that your services and
solutions occupy in the minds of
your target audience. The right
positioning incorporates strong
values and differentiators that are
important to your customers.
• Brand positioning is important in
deciding where you want to position
your brand within its category and
relative to the competition. It is the
disciplined thinking that guides the
basis for building relationships
between brands and customers.
1. Quality positioning
• Perception of quality is probably one of the
most important elements for a brand to
have and can be combined with any of the
other prompts below.
• Quality, or the perception of quality, lies in
the mind of the buyer. Build a powerful
perception of quality, and you will succeed
in creating a powerful brand.
• Al Reis and Laura Reis, authors of
“The 22 Immutable Laws of Branding”
say the best way to increase perception of
quality is to narrow the company’s focus.
When you narrow a product’s focus, they
explain, you become a specialist rather
than a generalist, and a specialist is
perceived to know more, or be of “higher
quality” than a generalist.
• Another way to build the perception of high
quality is to simply attach a higher price tag to
your brand. Most people think that they know a
high quality product from another, but in reality,
things are not always as they seem.
• High price is a benefit to some customers. It
allows the affluent consumer to obtain
psychological satisfaction from the public
purchase and consumption of a high end
product. Of course, the product or service does
need to have some perk or difference to justify
the higher price.
2. Value positioning
• Although at one time, items that were considered
to be a good “value” meant that they were
inexpensive, that stigma has fallen by the
wayside. Today, brands that are considered a
value are rising in popularity amongst consumers.
• Airlines is probably the best example of how a
company has been able to offer discount prices
and still keep a strong brand identity. In fact, most
of the other major airlines have followed LOW
COST lead by rolling out value-priced flights
under new, co-branded names.
3. Feature-driven positioning
• More marketers rely on product/service
features to differentiate their brands than
any other method. The advantage is that
the message is clear, and the positioning
will be credible if you stick to the facts
about the product. Unfortunately, feature-
orientated stances are often rendered
useless if the competition comes out with
a faster or more advanced model.
4. Relational positioning
• One of the most effective ways to create interest
in a brand is to send out a positioning prompt
that resonates well with potential buyers. For
instance, Apple computer, which was down on
its luck in the overall computer marketplace,
started asking computer users to liberate
themselves from the PC camp and” Think
Different.” These brands have achieved
positioning based on who buys what they sell,
not solely by what they sell.
5. Aspiration positioning
• These are positioning prompts that offer
prospects a place they might like to go, or
a person they might like to be, or a state of
mind they might like to achieve.
6. Problem/solution positioning
• As the name implies, problem/solution
prompts show the consumer how a sticky
situation can be relieved quickly and easily
with the brand or service. What
problem/solution campaigns lack in
imagination, they usually make up for in
directness and credibility. For example,
frozen meals cut meal preparation time to
minutes. Detergents and cleansers also
make good use of these prompts.
7. Rivalry-based positioning
• By definition, positioning deals with how
one brand is thought of compared to its
obvious competitors. Therefore, the idea
of a rivalry-based position might seem
redundant but many campaigns take this
approach. Laundry detergents, for one,
are constantly going head-to-head to
prove which one has the most power to lift
stains.
8. Warm and fuzzy positioning
• Underneath our capitalist driven needs to
consume, we are still docile and emotional. As
such, many marketers play on our feelings.
• In the book, Building Brand Identity:A
strategy for Success in a Hostile Market
place, author Lynn Upshaw writes, “How people
feel about a brand is oftentimes need- or desire
based, which means that emotional or
psychological approaches can oftentimes be
very effective as positioning prompts.”
9. Benefit-driven positioning
• Other brands base their entire positioning
on the fact that they give back to the
consumer. Discover credit card, for
instance tells customers that “It Pays to
Discover.” Use the card and get money
back.

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