Positioning is the process of how to best communicate your organization’s unique attributes to your target customers based on their needs and to counter competitive pressures. It’s carefully crafted key messages and actions that build a distinct and differentiated brand.

Brand positioning is important because it helps you to differentiate your product or service from another. As a brand you have to show your target audience what you do, and you have to make them believe in that. Brand positioning helps you to achieve that goal.

What are the benefits of brand positioning?

• Brand recall.
• Brand loyalty.
• Compete on factors other than price.
• Emotional appeal marketing.
• Value-based marketing.
• Consistent brand message and identity.
• Direction for your marketing strategy.
• Risk of straddle positioning.

Positioning will help a firm to stand out in the crowd of sellers. A clear Brand Position enables you to efficiently and effectively communicate and reach your target audience. Clear market positioning makes the brand and its product visible and attractive to the customers.

Advantages of Brand Extension

• It increases brand image.
• The risk perceived by the customers reduces.
• The likelihood of gaining distribution and trial increases.
• The efficiency of promotional expenditure increases.
• Cost of developing new brand is saved.
• Consumers can now seek for a variety.

In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. A brand positioning strategy, therefore, involves creating brand associations in customers’ minds to make them perceive the brand in a specific way.

Brand extensions can also benefit the parent brand by creating a greater sense of loyalty, reaffirming the brand promise and consumer perceptions of the brand, and sustaining the parent brand’s relevance in its existing category. Extensions can also help to establish a brand’s position in new categories.

TIPS

1. Know Your Customers Closely.
2. Know The Personality Of Your Brand.
3. Become The Brand That’s Creating Buzz.
4. Focus On Your Core Product.
5. Have One Hero And One Enemy.
6. Create Your Brand’s Business Tagline.
7. Use Key Human Emotions To Connect With Your Brand.
8. Be Consistent.

What is The Goal of Brand Positioning? Create a unique position for your brand in the market place. What is the position of a product or service in consumers mind? this is the image that comes to mind and the attributes consumers perceive as related to it.

Brand positioning has been defined by Kotler as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. It increases awareness of the brand name and increases profitability from offerings in more than one product category.

Brand Positioning refers to the ability to influence consumer perception regarding a brand or product relative to competitors. The objective of brand positioning is to establish the image or identity of a brand or product so that consumers perceive it in a certain way.

The Importance Of Brand Positioning Research Understand what your brand’s strengths and weaknesses are from your customers’ perspectives Know how your customers perceive your brand vis-à-vis competitive brands Understand which benefits are the most important to your customers and which of those benefits your brand could uniquely “own” in your customers’ minds

Definition of Brand Positioning. Brand Positioning can be defined as the positioning strategy of the brand with the goal to create a unique impression in the minds of the customers and at the marketplace.

Positioning: refers to an overall strategy that “aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer”. In general terms, there are three broad types of positioning: functional, symbolic, and experiential position.

There are two broad categories of market position: cost leadership and differentiation. Cost leadership and differentiation market positioning strategies are applicable to any business and any industry. A business can choose to position itself using a cost leader strategy or a differentiation business strategy.