Brand positioning definition: Definition, Types and Benefits Brand positioning

Brand positioning definition: Definition, Types and Benefits


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When you think about grabbing a quick coffee on your way to work, what do you think of first? STARBUCKS. Or let’s say you are overly motivated to start your early morning long runs and you want to buy a perfect workout outfit and shoes, where do you go first? NIKE. This may be your instinct to prefer these brands right away, but have you ever wondered how did they get so famous and preferred when there is literally a lot of competition around them? Because when you do, you will get one very obvious answer, “Brand Positioning”. Rather than jumping directly on the topic, let’s discuss it thoroughly in this article.

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What exactly is brand positioning?

Brand positioning is nothing but a marketing strategy that helps the brands to set themselves apart from their competitors and build a special place in the minds of their customers. The success of your brand depends on how your image is in the market and what customer perceive your brand as. As important as it is for a brand to get its sales up as soon as possible, it is equally important for them to focus on their marketing strategies and create a position in the eyes of customers. Because how else will their websites and shops flood right?

Brand positioning definition: Definition, Types and Benefits Brand positioning

Brand positioning basically helps your brand to connect to the customers emotionally. So when they know this brand doesn’t offer very different products as such compared to its competitors, they still decide to stick to it and keep buying their products as they know it provides good service and products. 

So now you know why your day doesn’t start without a Starbucks coffee or why you need those Nike shoes to start your early morning run.

Types of brand positioning strategies

Brand positioning definition: Definition, Types and Benefits Brand positioning

When you are going to present your brand to the world, of course you will prefer to explicitly market some specific features about your brand or products. In this section we will see some types of bran positioning based on various features:

  • Based on customer service

As a customer, you always want to be treated nicely. Actually, there must be so many choices of brands you have made because you like their customer service. In such cases, you might not like their product so much, but since a good customer service is so rare but widely preferred by the customers, building a brand positioning strategy based on the quality of customer service you give can be a good catch to attract enough customer attention. 

  • Based on price 

The next thing a customer moves to while judging a brand is its prices. Now, keep in mind there are hundreds of brands that provide the same products as your brand. Then how will you specify your product prices precisely? The key is no not be too expensive and too cheap. 

Study the brands around you and how they have positioned their prices to the market. Accordingly, you can price your products not too high to lure customers away, and not too cheap to be at a loss. 

  • Based on value 

You must have seen customers buy very expensive products over and over again. That is because they are not just buying the product but the value behind it. A value-based brand positioning strategy will help you bind your customers based on the product value you provide them. It can be focused on doing their work efficiently, making things easier for them, etc. Example: Tesla is known to be one of the highest-priced luxury cars and people still aim to buy it for its extraordinary electric power support, exclusive design and long run. 

  • Based on convenience 

Customers like ease. They tend to buy products that are easy to find, easy to use, easy to reach out to the authorities. Well as cool as it sounds, providing convenience to the customers can be pretty costly. Especially when your customers are spread out all over the countries, making shops and service centres available around every corner is a very tough task to do unless you are in the run for a very long time. 

When it comes to software providing brands, this becomes easy.

  • Based on one problem solution 

Most of the brands provide products that solve one specific problem. In such cases, positioning your brand to be on top of the competitors can be a challenge because the window to provide features is narrow. The strategy runs on focusing on one problem and emphasising how the products can solve the issues for them. Like Tide did back in the days, by focusing on women’s problem of washing dirty clothes. 

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How to create a Brand Positioning strategy?

  • Research – study your competitors and benchmark their achievements. Along with that, you will need to examine the market for new trends and understand what customers look for when they go to buy certain products. 
  • Authenticity – Customers look for uniqueness. So when you position your brand, make sure it’s authentic. Make sure to have a story that will relate to the customers and also gets in sync with the company goals and vision.
  • Adjust – be open to suggestions and criticism. As a brand, your only way to provide a better solution is to know what the customers have to say and mould your strategies accordingly.

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Why is Brand Positioning necessary?

  • Brand positioning allows delivering customer-oriented products which are developed according to their wants and needs. 
  • It allows you to highlight your product features and directly market them to the customers.
  • Brand positioning presents your brand with its unique features against the competitors.
  • This helps the customers to tell your brand apart from the hundred other brands in the market. 
  • A good brand positioning strategy will answer all the basic questions customers have regarding your product. 
  • It helps the customers to clarify their purchase strategy.
  • In the case of pricy products, brand positioning will give you a chance to tell customers how your product holds a value that is worth the money.


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