What is Brand Positioning? Function, Strategy, Examples, etc
What is Brand Positioning? – If you are an entrepreneur, you may have heard of the term brand positioning. But if you are not clear about this marketing concept, let’s understand more about the strategy, function, and example of brand positioning below!
What is Brand Positioning?
Brand positioning is the concept of how you position your brand to get a special and valuable position in the minds of your targeted audience.
That is, designing so that the brand you manage can be different from competitors, be more prominent, have a unique selling point, and finally create a positive association with the brand.
It’s not just about creating a branding strategy from a fancy logo and catchy tagline, but a deeper marketing concept to differentiate your brand from other brands in the same industry.
In the end, this will also create a positive brand image among consumers. Make the target consumer that the brand is valuable, credible, and profitable for him.
When consumers have that perception, they will still choose the brand with the emotional attachment created.
In conclusion, brand positioning is all about how you want your audience to think about your brand. This can be seen based on research and data as well.
Why is Brand Positioning Important?
The brand positioning strategy will shape consumer preferences into positive trends, control brand reputation, and enable companies to differentiate their brands from competitors.
Come on, understand the benefits of the following brand positioning :
1. Increase Brand Awareness
Facilitate product introduction to the target market. Not only the physical appearance of the product but also the values of the brand.
2. Market Differentiation
Enables companies to demonstrate the superiority and uniqueness of the brand in the industry that is easily identifiable by the target audience. So that the brand will stand out from its competitors.
3. Drive Purchasing Decisions
Making a statement about the brand’s position will drive the target consumer’s purchase decision on your brand over others.
Because they are faced with many choices. Consumers tend to prefer products that are well known or have unquestionable values.
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4. Increase Brand Value
A great brand position will also increase brand value at the same time. If a brand has a high value, then it will be at the forefront and can dominate the market.
5. Delivering the Message
This brand positioning makes for strong, creative, and engaging storytelling. You can convey the values, vision, mission, quality, excellence, and brand message more clearly to attract the attention of the target audience.
By shaping consumer preferences, brand positioning strategies directly also increase brand loyalty, consumer-based brand equity, and willingness to buy the brand.
Types of Brand Positioning Strategy
Below are the five most relevant strategies for positioning a company’s brand in general:
1. Quality of Service Positioning
Quality of service positioning is a strategy when a company wants to make a statement that its brand has the best quality or is very committed to quality.
The message continues to be echoed and proven until consumers are impressed and believe it.
2. Role-Focused Specialization
Have you ever seen an ad like, “We help successful entrepreneurs in…”. That’s an example of role-focused specialization.
Instead of making a statement about the quality/advantage of a particular product or service, this marketing strategy focuses on a group of people (users of the product/service) who have certain selling points in society.
Other target audiences tend to think that the product/service is effective, as expected, or can solve their problems.
3. Positioning Based On Competition
Establishing brand positioning based on competition in the industry means focusing on differentiation from competitors.
What can be highlighted or look for the advantages of the product/service to be better than competitors?
It can also be about following a successful competitive strategy. To take their customers by creating products with the same advantages and prices.
4. Positioning Based On Product Use
Establishing a brand position based on the benefits of the product/service as the main selling point, as well as those benefits that are superior to competitors’ products.
5. Positioning Based On Price
Brand positioning is based on competitive prices. For example, the brand is trying to be the cheapest product on the market.
Or, determine the brand’s position in the market by being the only option within a certain price range.
6. Positioning Based On Product Characteristics
Establish brand positioning based on product characteristics. For example, the iPhone brand has the characteristics of a luxury smartphone product. While Samsung smartphones win in the characteristics of quality smartphones.
Example of Brand Positioning
The following is an example of brand positioning from several well-known brands
1. Spotify Vs Apple Music
Spotify uses a price-based brand positioning strategy by offering a premium listening experience, but there are plans to choose from a free trial to make it easier to access.
Apple Music uses a quality-based approach. Offers exclusive content such as videos and lyrics on the screen. Moreover, the Apple brand is known for its high quality.
2. Starbucks Vs Dunkin
Starbucks’ strategy focuses on quality. Starbucks once made a campaign that they could mix coffee according to their liking.
While Dunkin focuses on ease of access and convenience. Dunkin once stated that “Dunkin’ is the world’s leading roast food and coffee chain, serving more than 3 million customers every day,”
Tips for Creating Brand Positioning
It takes an expert and skilled marketing team to help create the right brand positioning.
Here are some ways to develop a strong brand positioning :
- Do your research: Analyze how competitors are positioning their brands in the industry and how yours can be competitive.
- Authentic: Products from these brands must be authentic, have advantages, and have special value.
- Adapting to the market: Even though the brand already has its current position, it can be changed and improved. Listen to consumer criticism and suggestions and correct deficiencies.
That’s a complete discussion of what brand positioning is. Hopefully, it can help you determine the right marketing approach and strategy for your business.
In addition, optimize your business with an online store. Of course, to reach a wider audience, market products, facilitate transactions and help you convey brand values to establish brand positioning.