What is brand positioning?
Brand
positioning is the process of positioning your brand in the mind of your
customers. Brand positioning is also referred to as a positioning strategy,
brand strategy, or a brand positioning statement. The idea is to identify and
attempt to “own” a marketing niche for a brand, product, or service using
various strategies including pricing, promotions, distribution, packaging, and
competition. The goal is to create a unique impression in the customer’s mind so
that the customer associates something specific and desirable with your brand
that is distinct from rest of the marketplace.
Brand positioning occurs
whether or not a company is proactive in developing a position, however, if
management takes an intelligent, forward-looking approach, it can positively
influence its brand positioning in the eyes of its target customers. The basic
qualities of a good brand positioning include-
∙
Relevance - Positioning of brand must focus on benefits
that are important to people or reflect
the character of the product.
∙
Clarity - Brands
should be positioned in such a way that it is easy to communicate and quick to
comprehend.
∙
Distinctiveness – In current market situation, there
are a number of players vying for a share in the market, forcing them to
compete on the basis of price and promotion. To overcome such a situation,
company needs to offer distinctiveness for his products and services.
∙
Coherence – A brand should speak with only one voice
through all the marketing mix elements.
∙
Commitment – Management should be committed to the
position it has adopted. Once a position has been adopted, it takes commitment
to see through it.
∙
Patience – Patience plays an important role in the success of brand as
branding is not a one-day-wonder. It takes year to position a certain brand in
a consumer’s mind.
∙
Courage – Adopting a strong brand position requires courage as it is much
easier to defend an appeal rather than defending a sales pitch.
Once we determine the way in which you can reach
the market, the next thing to look at is
how to lure the customers to try your brand. Here are some brand positioning
types which we can think of before attaching it to our brands.
1.
QUALITY POSITIONING
Perception of quality is
perhaps 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 the quality
, lies in the mind of the buyers. Build a powerful perception of quality , and
you will succeed in creating a powerful brand .Marketers say the best way to
increase the perception of quality is to narrow the company’s focus. When you
narrow a product’s focus, you become a specialist rather than a generalist, and
a specialist is perceived to know more , or be of a ‘higher quality’ than a
generalist. Another way to build the perception of a high quality is to simply
attach a higher price tag to your brand. Most people think that they get to
know about a high quality product from another, but in reality things are not
always as they seem.
2.
VALUE POSITIONING
Although at one time,
items that were considered to be of a good value, meant that they were
inexpensive, that stigma has fallen by the wayside. Today brands that are
considered as a value are rising in popularity amongst consumers. Southwest
Airlines is most 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 leading airline companies have followed Southwest’s lead by rolling
out value priced flights under new company brand 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 we stick to the facts about the product. Unfortunately feature-oriented
instances are often considered useless if the competition comes out with a
faster or a more advanced model.
4.
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.
Brand positioning strategy
objectives
∙
Relevance is
priority #1. Customers must find the brand appealing. If not the
brand will not make it to the priority set, regardless of how differentiated or
credible it is.
∙
Differentiation
is critical and the key driver of positioning success. The brand
must be unique offering competitiveness.
∙
Credible
and Attainable
is the final measure. If you cannot credibly provide the
offering, the customer is provided with an empty promise.
It is very important
that, in order to develop a perfect brand positioning strategy, all three
positioning strategies must be present at the same time.
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