Brand positioning is placing brand of your product in the customers mind as a preference to other brands of same type of product. To develop an effective brand positioning the following steps should be followed:
– determining the current position of the company- creating a brand is just the initial and easy step of marketing a product. The process of positioning the brand is the step that makes the difference in the consumer market and business profitability. To position a brand effectively it is important to know the current position of the brand in the market.
– identifying the direct competitors- a product’s position is directly effected by the competitors present in the market. So a keen study has to be made on what are the products in the market and how they are positioned.
– comparing the positioning with the competitors- once the competitors and their positioning strategy is identified then it can be compared with our product positioning and the uniqueness of our positioning can be identified.
– developing a positioning idea which is distinctive- afte making a study of the competitors positioning it is important to develop an idea for your own product’s position which will be value based and distinct.
– drafting a brand positioning statement- the most effective impact of a brand position comes through the statement made for its positioning. It should show the uniqueness of the product and be able to make a strong impact on the customers’ minds.
– evaluating the brand positioning statement effect- testing the effect that the statement created for the brand positioning is essential. The statement should be clear and focused on showing the uniqueness of the product. It should be meaningful and effective enough to attract the customers mind as they read it.
One real world example of brand positioning is products from Woodland company. They make shoes that are tough and strong mainly focussing on outdoor adventures. From years they have been bringing into market shoes showing their uniqueness in the tough quality they make. They advertise their product based on this concept only. Comfort, style and design are a secondary for them and strong long-lasting dutable shoes is the concept they focus on. Keeping this strategy being followed from years, the customers know their criteria of production and will rely on them in a demand for such shoes.
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