Brand Perception Strategy2

Brand Positioning Mastery: Perceptions & Strategies


Table of Contents

What is Brand Positioning?

In marketing, positioning refers to an organization’s ability to shape customer perception of its brand or product(s). When we talk about brand positioning, we’re specifically referring to positioning in regard to the brand. Brand positioning strategies can influence consumer loyalty, consumer-based brand equity, willingness to purchase, and more. 

Within this article, we will delve into the advantages of effective positioning, the steps to achieve effective positioning, common brand positioning errors, and the different types of brand positioning. 

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Advantages of Effective Brand Positioning

To understand the importance of effective brand positioning, let’s understand a few of its key advantages: 

  • Competitive Advantage: Effective brand positioning differentiates your offerings from those of your competitors. By emphasising the uniqueness of your brand, positioning provides your brand with a competitive advantage in your market. 
  • Superior Brand Image and Value Confirmation: When your brand has a strong image, you don’t have to rely on price wars to compete within your market. Instead, your brand’s high value will help ensure that customers choose your product no matter what. 
  • Compelling Messaging: When your brand in clearly positioned in the minds of your customers, you are able to elevate your marketing efforts by creating the kind of messaging that will resonate with your customers and differentiate you from your competition. 

How to Effectively Position your Brand

Let’s take a look at the steps you can take to effectively position your brand in consumers’ minds: 

  • Step 1: Understand your Customers, your Company, and your Competitors

The first step in creating an effective positioning strategy is to gain a deeper understanding of your company, your customers, and your competitors. This will provide you with the information you require to select an effective positioning strategy for your brand. 

  • Step 2: Select a Postitioning Strategy suited to your Organization

The next step is to use the information gathered to select an appropriate positioning strategy for your organization. It is important that the strategy you select can be implemented within your organization (is feasible). This strategy must also differentiate you from your competitors and resonate with your target audience. 

  • Step 3: Incorporate your Positioning Strategy into all Areas of Business

The final step is to incorporate your chosen positioning strategy across all areas of your organization. This strategy must reflect in your products, services, packaging, communications, etc. 

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Types of Brand Positioning Errors

A few common brand positioning errors are: 

  • Over Positioning: When a brand differentiates itself to the extent that its products only appeal to a section of the target audience due to the over emphasis of certain aspects of the product. 
  • Under Positioning: When a brand has failed to communicate a compelling position due to which consumers are unclear about the key benefits of their brand. 
  • Double Positioning: When customers do not believe or accept the claims of the brand.
  • Confused Positioning: When a brand’s positioning efforts result in their customers having a confused image of the company and/or its products. 


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Types of Brand Positioning Strategies

There are numerous brand positioning strategies employed by organizations. A few commonly leveraged positioning strategies are: 

  • Competitor Based Positioning: Competitor-based positioning involves positioning a brand based on how the value of their offerings differentiate with the offerings of similar brands. 
  • Value-Based Positioning: This approach to positioning involves positioning the brand based on the value of their offerings; it places a focus on the quality of a product in relation to its price. 
  • Price Positioning: This positioning strategy involves using pricing as a tool to position the brand. Different prices target different audiences and also significantly influence demand. 
  • Leader-Based Positioning: Leader-based brand positioning is a strategy that involves positioning the brand as market leader within its respective industry. 


FAQs on Brand Positioning

Brand positioning refers to the process of creating a unique position of your brand in the minds of your customers.

A few commonly used brand positioning strategies are competitor based positioning, value-based positioning, price positioning, leader-based positioning,

There are four main types of brand positioning errors; over positioning, under positioning, confused positioning, and double positioning.

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