Brand positioning is a marketing term that refers to the unique value that a brand provides to its customers .
Strong brand positioning is an absolute must for any business that strives for success. The numbers prove it. Brands that are consistently and distinctively presented (engaged in brand positioning) see an average increase in sales of 10-20%, and successful branding brings benefits such as increased customer loyalty, higher memorability, a better image and a trustworthy identity that differentiates from the competition.
Brand positioning is an essential aspect of brand strategy, which gambling data brazil is the overall plan (as always, strategy) for how a brand will operate in the marketplace and achieve its long-term goals. It encompasses all aspects of the brand, from its identity and communications to its brand values and the promises it makes to customers. Strategy sets the direction and framework within which the other elements of the brand will operate.
What is brand positioning in other words?
Brand positioning describes how a brand differs from its competitors and where or how it is positioned in the minds of customers.
Brand positioning strategy involves creating brand associations in the minds of customers so that they perceive the brand in a certain way. In the automotive world, for example, Volvo is strongly associated with safety, Mercedes with luxury, and Toyota with reliability.
Volvo is one of the most typical examples of with other stakeholders regarding the financial aspect association (with safety) and use of the so-called functional benefit of the brand. Volvo has been building this association for many years and has great arguments behind it.
On the other hand, a good example of emotional benefits is Ferrari. I don’t think I need to add anything here.
Kotler defined brand positioning as:
The act of creating a company’s offering and image so that it occupies a distinctive place in the mind of a target market or group.
It is a marketing strategy (tactic) that brands and their thailand data marketers create to shape their brand identity in their minds and the minds of their customers. While also communicating their value proposition, which is the reason why the customer prefers their brand over others in a given category.
“In today’s fast-paced business world, a strong brand message is one of the few things that remains constant. Acquiring new customers is essential for any business, but building and maintaining strong relationships with existing customers through your brand is what will truly future-proof your business.”
Why is brand positioning important?
The sum of these three factors makes your business unique and your customers will carve out a place for you in their minds. So, being different at all costs is really not enough.
What is a brand positioning statement?
A brand positioning statement is a brief document that defines how a company expresses the value its brand brings to its target customers. This document should answer the following questions:
Who is the target market or customer?