How to strengthen brand positioning [Best Answer]

Last updated : Aug 15, 2022

How do you improve brand positioning?

1. Determine how your brand is currently positioning itself.
2. Identify your direct competitors.
3. Understand how each competitor is positioning their brand.
4. Compare your positioning to your competitors to identify your uniqueness.
5. Develop a distinct and value-based positioning idea.

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 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 are the 3 positioning strategies?

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation.

What are positioning strategies?

A positioning strategy—also known as a market or brand positioning strategy—is a type of marketing strategy that focuses on distinguishing a brand from its competitors. The goal of a positioning strategy is to influence consumer perception by effectively communicating a brand's competitive advantage.

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 are six common bases for positioning?

• User Centric Approach: One approach to positioning the brand is to focus on a specific user, or type of customer.
• Benefit Approach:
• Competitive Approach:
• Price-Driven Approach:
• Product Features Approach:
• Product Usage Approach:

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 is the goal of 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 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 is quality positioning?

A quality-based product positioning initiative emphasizes the quality of the product as its key selling point. This kind of position could apply to a product or a service, making it a common choice for businesses to use.

What are the types of brand positioning?

• Cost-driven positioning. “We offer everything those other firms do, but we cost less.” This is a very challenging strategy unless you have an inherent cost advantage.
• Niche service specialization.
• Industry specialization.
• Role-focused specialization.
• Quality of service positioning.

How do you achieve strategic position?

1. Step 1: Strategic Issues.
2. Step 2: Conduct an Environmental Scan.
3. Step 3: Conduct a Competitive Analysis.
4. Step 4: Identify Opportunities & Threats.
5. Step 5: Identify Strengths and Weaknesses.
6. Step 6: Define Customer Segments.
7. Step 7: Develop Your SWOT.

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 are the key elements of positioning?

Elements of 5 Key Elements in Positioning Statement: Target market, buyers main problem, key benefit, competitors and features.

What is the difference between branding and positioning?

Branding is about sticking a brand onto something. Positioning is about helping customers categorise a brand.

What are the qualities of brand positioning?

• Look to the Core Identity. The core identity by definition represents the central, timeless essence of the brand.
• The Target Audience.
• Active Communication.
• Create Advantage — Points of Superiority and Points of Parity.

How do you measure brand positioning?

In order to measure the effectiveness of your branding strategy, you should find the answers to the following questions: Does it effectively differentiate your brand from your competitors? Does it complement the customers' perception of your brand? Did it increase your sales and revenue?

How do you create product positioning?

1. Define your target audience.
2. Identify the key benefits of your product.
3. Establish brand credibility.
4. Offer a unique value proposition.
5. Consider audience segmentation.
6. Craft your messaging.
7. Do a competitive analysis.
8. Demonstrate your expertise.

What are the 7 key elements of product positioning?

Product positioning helps to define all seven elements in the Marketing Mix: Product, Price, Promotion, Place, People, Physical Evidence, and Process. Let's examine what each element entails: Product: For customers, the most important aspect of the product is how it benefits them.

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stephen harahan at brownmaster academy and in this video i want to talk to you about brand positioning what is it and what are the three keys that you need to build an effective brand positioning strategy your brand position is one of the most important if not the most important element in your entire brand strategy and the reason that it's so important is that everything else within your brand strategy flows from your brand position so what is your position uh what's it all about what are we trying to do with our brand position well when you come to the market with a product or a service you're coming into a marketplace full of your competitors what you're trying to do is you're trying to stand out and tell your audience why they should remember your brand what is it that you do differently from all the other competitors in the marketplace and why should they listen to you and to your brand so what we're trying to do with your positioning strategy is we're trying to place your brand in the mind of your audience as to why you stand out why you're different why they should remember you what do you give to your audience that's better than the rest of the competition and that's why brand positioning is so important because you can come to the marketplace with any product or any service but if you don't tell your audience why they should remember you they're not going to know why they should and they're not going to place you in the right position within their mind because you haven't explained to them the difference that you offer in the marketplace so your positioning strategy in your brand position is all about defining what you do differently to your competitors why your audience should remember you and then go about building a strategy and a communication strategy to communicate that difference to your audience so they remember your brand now this guy is called philip cutler and he's thought of as the father of modern marketing and cutler has defined positioning as the act of designing a company's offering an image to occupy a distinctive place in the mind of your target market now the offer he's referring to is the thing that you do differently from your competitors and the image that he's referring to is the way in which you communicate that difference to your audience and collectively those two things your offer and your image represent the idea which is exactly how you want your brand to be perceived in the market what is that idea what do you want your audience to remember about your brand and encapsulating that idea and placing it into their mind is what effective positioning is all about now the first key to developing an effective brand positioning strategy is to make it as easy as possible for your audience to position your brand now that might seem a bit strange your audience positioning your brand isn't that the brand that positions your brand well no this is a common misconception a lot of people think that when you position your brand in the marketplace that you are going to position your brand in the mind of your audience when in fact it's your audience that actually positions your brand as a brand what we try to do is we try to influence how they see how they perceive your brand so that they place it in a distinct place within their mind now throughout the brand positioning strategy development we try to identify what place we want to own within our audience's mind then we go about developing a communication strategy developing out the rest of your brand strategy to make sure that the messages that we're sending to our audience will give them the best possible chance at placing our brand in that position that we want to own within their mind so that is a common misconception about positioning your audience positions your brand in their mind you don't position your brand you attempt to influence where they position your brand and you do that through effective communication now the second key to developing an effective brand positioning strategy is to always keep the end goal in mind as you develop it now what we want as an end goal is that when our audience comes across our brand whether it's through an advertisement a social post a piece of content just by seeing our logo whether it's on our packaging or on our website when they come across our brand whatever the touch point we want them to associate our brand with an idea now this idea is born within the development of the brand positioning strategy itself we want to find a differentiator to differentiate our brand from our competitors and we do that through competitive analysis and by analyzing who our audience is what they want the pain points they go through and we identify a gap in the market we develop a differentiator around that gap and then we build an idea around that differentiator if we're able to get our audience to remember our brand by that idea then we have succeeded in our brand positioning strategy now once you know what the differentiator is once you know what the big idea is you want to then develop that communication strategy around that and that's why i said earlier the brand positioning strategy is one of the most important elements in the entire brand strategy because we now need to develop our communication around what this big idea is so we're able to plant that idea in the mind of our audience now one key here when it comes to developing this communication strategy is that simplicity is key we want to make it as easy as possible for our our audience to remember what it is that we do differently and what the whole big idea is around our brand so that when they see our brand when they come across it they don't have to think too hard if we make our audience think too hard they're never going to remember what it is that we want them to remember and that idea is not going to sink in so we're not going to stake a claim for that position in their mind so that's what we want to do we want to keep it as simple as possible and remember that end goal we're trying to own a position in their mind so that when they see our brand when they come across our brand they associate us with an idea that we've defined in that positioning strategy the third key to defining your brand position is that differentiation requires creative thinking now when you go into the marketplace and you start to analyze your competitors it's not going to be as easy as looking at and seeing a beautiful patch of grass with flowers on it and sunshine and sitting on top of the hill that your brand can just plop on top of that your competitors haven't thought of it's not that easy when it comes to defining a differentiation strategy and defining a brand position it really does need creative thinking and you need to think outside the box of what your brand can do differently a lot of your competitors will probably have been in the market for years and if you're in a really competitive space you're going to have a lot of competitors all vying for the attention of your audience so defining a differentiation strategy and defining a gap is about creating a gap it's about thinking outside th

Thanks for your comment Graham Meinders, have a nice day.
- Brunilda Bown, Staff Member

Thanks for this interesting article

Thanks Tristan your participation is very much appreciated
- Brunilda Bown

About the author

Brunilda Bown

I've studied type design at Freed-Hardeman University in Henderson and I am an expert in sociology of the internet. I usually feel optimistic. My previous job was private nurse I held this position for 16 years, I love talking about amateur geology and metal detecting. Huge fan of Bruce Lee I practice softball and collect autographed baseballs.