Brand positioning strategy objectives
Thursday 5 January 2017
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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