Formulate marketing positioning strategy
Brand Positioning
Effective brand positioning enables a firms to have advantage over the other competing brands in the marketplace. Distinguishing the brand from other brands can be associated with positioning dimensions of brands like brand attributes, benefits to users, brand personality or and other factors.
It is very strategy oriented decision for marketing professionals that organization should consider before designing marketing mix for the success of marketing efforts.
4 positioning dimensions associated with brands & branding.
For marketing professionals, understanding of branding means how consumers interact with and experience brands, how consumer pursue that particular product or service and how brands and branding have evolved over the years. Professionals have considered following positioning dimensions with respect to organization’s brand
Brand personality is attributes or characteristics or emotions associated with the brand.
Brand competency
The consumer’s experience of the brand may be a pleasant experience or negative experience, but a consistent experience that integrally arouses anticipations of the benefit we promise and also delivers it.
Brands with positioned as “competency brands” have created images of reliability, efficiency and success. The brand experience includes many aspects, reactions to the brands like experiences of shopping, buying, consuming , feedback from other users, owning, receiving , any other support activity or any promotional or changes in brand , social feedback, etc’
Brand Sincerity
The second dimension of brand personality is brand sincerity or dedication to fulfil needs of customers. The other terms like how genuine, cheerful or honest the brand is when thinking of the traits associated with sincerity dimension
Brand Excitement – What is that feeling that you would like to describe if you were to go to exotic location in the near future? Brands which are known as “Excitement brand” are there to build excitement in consumers
For example: Many entertainment channels and movies create excitement in their viewers so that they can build brand equity and positioned as excitement brand.
Brand rophistication – These brands are perceived as sophisticated and premium personality. These brands appeal to consumers who want to feel rich, charming, glamorous and elegant while consuming them. For example: Rolex watches positioned in this kind of personality type
Brand ruggedness – These are brands positioned as traits like toughness, and have strong personality. Consumers who want to feel powerful, strong outdoorsy are using them after thinking these traits associated with this dimension.
Example : Woodland shoes brand
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