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If you’re a marketer or an entrepreneur, you’ve probably heard about the concept of brand positioning. But if you feel like this concept remains too abstract and unclear, then this article is for you! Today I’m going to define the concept with simple words and show you how to use it to create a powerful brand. Brand positioning has been defined by Kotler as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. A brand positioning strategy, therefore, involves creating brand associations in customers’ minds to make them perceive the brand in a specific way. Why is brand positioning important?By shaping consumer preferences, brand positioning strategies are directly linked to consumer loyalty, consumer-based brand equity, and the willingness to purchase the brand. Effective brand positioning can be referred as the extent to which a brand is perceived as favorable, different and credible in consumers’ minds. How to find a powerful brand positioning (3 simple steps)?Step 1: In order to create a unique and successful positioning for your brand, you need to analyze the following:
Step 2: Once you’ve done that, you will need to choose a positioning statement that:
An easy way to define a brand positioning statement is to summarize it in three words. For example, “vegan, traditional & feminine”. Try not to choose generic words such as “quality-products, unique, successful” because this is the aim of every brand. Step 3: The remaining challenge is to then reflect this brand positioning in everything that you do (brand personality, packaging design, product, service, visual identity design, communications, etc). ExampleA great example of a powerful brand positioning is the one of Australian Yellow Tail Wines. Their objective was to enter the US market and to be perceived very differently from the vast majority of wine brands, which all sell complicated products with sophisticated and hard-to-understand wine terminology. Yellow Tail focused their positioning strategy on being perceived as
This is how they achieved this brand positioning:
Did this article help you understand the meaning of brand positioning? Do you know other brands that excelled at finding a great brand positioning? References (academic sources): What is it called when a company attempts to create an image of its product in the mind of consumers relative to other similar products?Product positioning is the creation of a clear image in the minds of consumers within the targeted segment about the nature of the product and the benefits to be gained from purchasing the product. Positioning is the compliment of segmentation. ADVERTISEMENTS: Learn about:- 1.
Is the act of creating distinct place in the mind of the customer?Brand positioning has been defined by Kotler as “the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers' minds.
What is the act of designing the company's offering and image to occupy a distinctive place in the target markets mind?Similarly, Kotler (2003) defined “Positioning as an act of designing a company's offering and image so that they occupy a meaningful and distinct competitive position in the target market's minds”.
What are the 4 types of product positioning?Types of Positioning Strategies
Product price: Associating your brand/product with competitive pricing. Product quality: Associating your brand/product with high quality. Product use and application: Associating your brand/product with a specific use.
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