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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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To understand the importance of effective brand positioning, let’s understand a few of its key advantages:
Let’s take a look at the steps you can take to effectively position your brand in consumers’ minds:
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.
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.
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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A few common brand positioning errors are:
There are numerous brand positioning strategies employed by organizations. A few commonly leveraged positioning strategies are:
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.