In marketing, brand positioning strategy is defined as the process by which marketers try to form an identity or reputation in the minds of their targeted audience market for their product, organization, company, or brand. Brand positioning is the heart of any marketing strategy.
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It is defined as the act of scheming the company’s offer and reputation in a way so that it dwells in a distinct and valued place in the target customer’s minds. A good brand positioning strategy supports in guiding marketing strategy by clarifying what a brand is all about, how it is alike other competitive brands, how it is unique, and why customers purchase it. Thus, in simple words, the brand positioning strategy refers to putting the image of the brand in the minds of present and potential customers effectively.
1. Product Attributes and Benefits of Brand Positioning Strategy:
This strategy is to relate a product with a product feature, an attribute, or a consumer feature. Sometimes a product can be placed in terms of more than two attributes at the same time. The quality/price attribute dimension is commonly used for positioning the products.
The most commonly used approach is to set the brand apart from competitors on the basis of the particular characteristics or benefits. Sometimes a product might be positioned on more than one product benefit. Marketers attempt to recognize noticeable attributes (those that are vital to customers and are the base for making a purchase).
2. Positioning by quality/price:
In brand positioning strategy, marketers most of the time use quality/price features to position their brands. One way they do it is with ads that portray the image of a high-quality brand where price, while not inappropriate, is well-thought-out secondary to the quality benefits derived from using the brand. Top brands positioned at the top of the market practice this approach for positioning the product.
Additional way to use quality/price features for positioning is to weight on the value or quality offered by the brand at a very competitive price. Although price is an important consideration, the product quality must be comparable to, or even better than the competing brands.
3. Positioning by use or application:
Alternative way is to link a precise image or position for a brand to associate it with a specific use or application. Clinic All Clear – ‘Dare to wear black’ and Surf Excel is positioned as stain remover ‘Surf Excel haina!’
4. Positioning by product class:
A brand positioning strategy in product class can be explained, where most of the time competition for a specific product comes from outside the product area. For example, airlines are aware of the fact that while they compete with other airlines, buses, and trains are also possible substitutes. Manufacturers of cars must compete with the bike industry. The positioning of the product is done against others that, while not exactly similar, but offer the same benefits.
5. Positioning by product user:
Placing a product by relating it with a specific consumer or large target audience is yet another successful approach example of brand positioning strategy. Motorola, in their ad of Motography pursued the user persona of the product.
6. Positioning by a competitor:
Competitors are important to any positioning strategy as a company’s own product or services. In the present market, an effective brand positioning strategy for a product or brand may emphasize specific opponents.
This approach is like positioning by product class, even though the competition is within the identical product category in this case. Onida was positioned and compared to the leader in the television industry through this strategy. Onida colour TV was launched with the message ‘Neighbour’s envy, owner’s pride’ that, all other competitors were its clones and only Onida was the leader.
7. Positioning by cultural symbols:
An additional brand positioning strategy in which the cultural symbols are used to segregate the brands. Examples are Maruti Suzuki, Tata Tea, and Reliance. Individually all these symbols have successfully separated the product it represents from competitors.
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