How to do brand positioning [Beginner's Guide]

Last updated : Sept 29, 2022

Written by : Sid Larusso

Current : 9555

Write a comment

How do you write a brand positioning strategy?

7-Step Brand Positioning Strategy Process Identify your direct competitors. Understand how each competitor is positioning their brand. Compare your positioning to your competitors to identify your uniqueness. Develop a distinct and value-based positioning idea.

What is an example of brand positioning?

For example, Tesla has effectively differentiated themselves from other luxury vehicle brands like Mercedes Benz or eco-friendly cars like the Toyota Prius, but Toyota and Mercedes Benz still have effective brand positioning that resonates with their consumers.

What are the 3 levels of brand positioning?

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.

What are the 4 positioning strategies?

There are four main types of positioning strategies: competitive positioning, product positioning, situational positioning, and perceptual positioning.

What are 4 elements of a positioning statement?

The Positioning Statement definition is comprised of 4 parts; the target, the category, the differentiator, and the payoff.

What is the positioning of H&M?

Brand Positioning The brand positions itself as an affordable clothing and accessories retailer for trendy clothes. It offers cheap but fashionable items of style to young men, women and teenagers (Dover 2018).

What is Nike's positioning strategy?

Positioning of Nike Positioning is all about placing the company's brand in the market with other competitors. Nike has strategically positioned its brand as a market leader for sports equipment that provides innovative and premium quality technology.

What is Starbucks brand positioning?

Positioning of Starbucks The company's positioning strategy is customer-based, giving more than what the customer needs. Besides producing great coffee, it promotes a good reputation to its target market through excellent store ambiance, environmental protection, and social commitment.

What is Apple's brand positioning?

Apple positioning its brand to create an emotional connection with its customers through exceptional experiences is an excellent approach, especially in this competitive industry. In the same manner, Apple uses its positioning approach based on competition.

Why do we need brand positioning?

Brand positioning creates clarity around who you serve. It also explains to your target audience why you are the best company for them and what sets your products or services apart. It helps you justify your pricing strategy. The positioning of the brand can be used to justify a pricing strategy.

What is brand positioning trap?

The brand position trap occurs when the search for a brand identity becomes a search for a brand position, stimulated by a practical need to provide objectives to those developing the communication programs. The goal then becomes an advertising tag line rather than a brand identity.

What are the 7 positioning strategies?

i. Using product characteristics or customer benefits:
ii. The price-quality approach:
iii. The use or applications approach:
iv. The product-user approach:
v. The product-class approach:
vi. The cultural symbol approach:
vii. The competitor approach:

What is Coca Cola's positioning strategy?

Positioning of Coca-Cola With Coca-Cola, it positions its products as thirst-quenching and refreshing. The products they offer are said to bring joy to its target market. The drinks and other products from Coca-Cola are also associated with having a great time with family and friends while enjoying daily life.

What are the 5 strategic positions?

Positioning based on product characteristics.
Positioning based on price.
Positioning based on quality or luxury.
Positioning based on product use or application.
Positioning based on the competition.

What are the 2 major aspects of positioning?

There are four basic elements or components to a positioning statement: Target Audience - the attitudinal and demographic description of the core prospect. The customers who represents the brand's most fervent users. Frame of Reference (FOR) - the category in which the brand competes.

What is product positioning statement?

What is a positioning statement? A positioning statement is a description of your product and target audience and explains how it fills a market need. Marketing and sales teams use this statement to guide their messaging and make sure all communication is consistent.

What is the brand image of Adidas?

Adidas Logos The Adidas brand is famous first for its trefoil, and now for the updated three stripes logo. The original trefoil Adidas logo represents the three landmasses America, Europe, and Asia where you could buy their shoes.

What is segmentation example?

For example, the four types of segmentation are Demographic, Psychographic Geographic, and Behavioral. These are common examples of how businesses can segment their market by gender, age, lifestyle etc. Let's explore what each of them means for your business.

How does Apple brand their products?

Marketing experts from all over the world state that the key to Apple's success is its brand and has little to do with its products like the Macbook or iPhone. The Apple brand is based on emotion and experience, which is reflected in the brands core values of imagination, innovation and design.

What is positioning in coffee shop?

Your brand positioning is the strategy you are using to set your brand apart from the rest of the high street and the well-known coffee brands, it is what makes you a credible, favoured coffee shop in consumers' minds.

Did you find this article relevant to what you were looking for? Yes No

Write a comment

Comment by Mel Netolicky

Thanks for this great article

Thanks for your comment Mel Netolicky, have a nice day.
- Sid Larusso, Staff Member

Comment by sonbruinr

what's up bran builder Stephen Han here our Promise Academy comm and in this video you're gonna learn what brand positioning is so you can clearly articulate it to your client so they finally understand exactly why they need more than just a logo now if you're a subscriber welcome back if you're new to the channel and you want actionable brand strategy tips and techniques to grow your business well then make sure you hit that subscribe button and the notification bell and you will be well on your way now the term branding has absolutely been through the wars over the last decade or so because there are literally millions upon millions of entrepreneurs out there that think that branding their business is all about going out and getting themselves a pretty logo and then deeming themselves branded but if you know anything about branding and brand strategy you know the priming is about far more than that branding is about bringing a business and an audience closer together to make that business seem more appealing to that audience and you need far more than visuals to do that now don't get me wrong good design is an absolute prerequisite and non-negotiable if you're building a brand and you want that brand to be as visually appealing as possible to who that audience is but when it comes down to influencing decisions your audience wants far more than just those good looks so let's dig a little deeper into what brand positioning is and where it's come from now back in 1980 there was a book written that's widely considered to be the Bible of positioning now that book although it is really dated now at this point it's over 40 years old it's still very very relevant and in fact it's possibly more relevant today than it was back then and that book the authors are called Al Ries and Jack kraut and the title of the book is called positioning the battle for your mind now if you do have an interest in brand strategy and positioning and you haven't read the book well then I highly recommend that you read it but there's been a lot learned in the last 20 years through neuroscience about our understanding of how humans behave how we work our mind works and it really pulls into context how ahead of its time that book was that was back in 1980 and really over the last twenty years we've learned a lot through neuroscience that confirms a lot about what we know from that book I'm probably the biggest takeaway is right there in the title positioning the battle for your mind because it highlights the fact that the position that you want to own is actually in the mind of your audience so branding therefore is not a game of logos and fonts and colors and typography it's a game of influencing perceptions and those perceptions live in the mind of your audience now Marty Newmar once famously said that your brand is not what you say it is it's what they say it is and essentially here he's saying the same thing he's saying that your brand lives in the mind of your audience and they perceive it how they will perceive it and you don't really have any control over that now you do have some influence but you don't have control and that influence comes in the form of yes your brand identity how that looks your logo and your messaging and more importantly your biggest tool of influence your positioning so what exactly is brand positioning well it's how one brand distinguishes itself to its audience from its competitors so essentially what brand positioning is it's how a brand defines why they're different to their competitors and why their audience should care now this is critically important to new brands because as any new brand coming into the marketplace they're never really coming into a place where there are no competitors there are already competitors in the marketplace offering products and services to your targeted audience on what you need to do as a new brand on the block is come in there and show your difference there is absolutely no point in you coming into the marketplace and offering what your competitors are already offering because they have one up on you they already have brand awareness they already have a brown presence their audience already knows who they are and they don't know who your brand is so if you are coming into the market as a new brand you better have a well-defined positioning strategy a well-defined differentiator to highlight why you're different and why your audience should care now one of the most critical components of an effective positioning strategy is going back to the title of the book positioning a battle for your mind your mind or your audience's mind is such a critical component for effective positioning you need to understand who this audience is you need to understand where they're coming from the journey they're on what they're going through what their desires are what their fears are and what outcome do they want because if you don't have all of that information then you're not going to be able to effectively position your brand only when you understand what it is they want only when you understand the journey they're on or what they're going through on what they already have in the marketplace as an option through your competitors can you then define an effective positioning strategy so how do you identify an effective position well it's all about defining the difference that you're going to make in the lives of your audience so what are you going to mean to them are you gonna be faster stronger quicker more convenient more efficient newer better designs cheaper more luxurious what is the difference that you're going to own in their mind what do you want your audience to remember you for because at the end of the day if you come into the market and again you're offering the same you're the same level of luxury as the other brands you're the same level of efficiency you're the same price you're the same design you're the same everything then you're not going to make any kind of noise in the marketplace you're not going to get the attention of your audience so defining your positioning strategy is really about identifying clarifying and articulating the difference that you're going to make in the lives of your audience when you become crystal clear on exactly what that difference is and exactly why your audience should remember you and more importantly the value of that difference to your audience well then you are on to an effective positioning strategy now one of my favorite examples of effective brand positioning is from the Dollar Shave Club now the Dollar Shave Club broke on to the scene back in around about 2010 2011 as a start-up in the men's razorblade sector now Gillette absolutely dominated this sector they own about 80% of the market share but Dollar Shave Club came into the market with a fresh positioning strategy so they understood the pain points of their audience they understood that their audience didn't like pain the high prices for razors that Gillette was charging they didn't like all the unnecessary features that they were offering to justify those prices and they wanted something simpler and more

Thanks sonbruinr your participation is very much appreciated
- Sid Larusso

About the author

Sid Larusso

I've studied apiology at Montana Tech in Butte and I am an expert in inorganic chemistry. I usually feel relieved. My previous job was ballistics expert I held this position for 17 years, I love talking about cardistry and investing. Huge fan of Stephen R. Covey I practice fishing and collect rocks.

All you ever wanted to know

about "How to do brand positioning".

Try Not to laugh !

Joke resides here...