Brand Positioning - Definition and Concept
Brand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focusses at all points of contact with the consumer.
Brand positioning must make sure that:
- Is it unique/distinctive vs. competitors ?
- Is it significant and encouraging to the niche market ?
- Is it appropriate to all major geographic markets and businesses ?
- Is the proposition validated with unique, appropriate and original products ?
- Is it sustainable - can it be delivered constantly across all points of contact with the consumer ?
- Is it helpful for organization to achieve its financial goals ?
- Is it able to support and boost up the organization ?
In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customers views and opinions.
Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customers mind. For instance-Kotak Mahindra positions itself in the customers mind as one entity- Kotak - which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of Think Investments, Think Kotak. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt.
Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and its similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight.
There are various positioning errors, such as-
- Under positioning- This is a scenario in which the customers have a blurred and unclear idea of the brand.
- Over positioning- This is a scenario in which the customers have too limited a awareness of the brand.
- Confused positioning- This is a scenario in which the customers have a confused opinion of the brand.
- Double Positioning- This is a scenario in which customers do not accept the claims of a brand.
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- Brand Management - Introduction
- What is a Brand ?
- Brand Name
- Brand Attributes
- Brand Positioning
- Brand Identity
- Sources of Brand Identity
- Brand Image
- Brand Identity vs Brand Image
- Brand Personality
- Brand Awareness
- Brand Loyalty
- Brand Association
- Brand Promise
- Building a Brand
- Brand Equity
- Brand Equity & Customer Equity
- Brand Extension
- Why Do Brands Have Extensions ?
- Brand Extension - A Success or Failure ?
- Brand Value
- Brand Value Measurement
- Brand Categories
- Marketing Career Option
- Do Brands Happen or are they Made ?
- What Do Brands Do ?
- Brand Management Challenges
- Corporate Branding - A Discussion
- Changing Profile of Brand Managers
- Branding in the Age of Information and Internet
- Tips for Successful Brand Management