What is brand positioning explain with an example [Real Research]

Last updated : Aug 22, 2022

What is brand positioning explain with examples?

A brand positioning statement is a description of your target market that also includes a holistic picture of how you'd like your brand to be perceived by customers (based on research and data). Simply put, this statement is the who, when, where, why, and how of your brand's identity.

What is brand positioning?

Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.

What is brand positioning and its importance?

Brand positioning is defined as “the process of positioning your brand in your customers' minds.” Once created, the benefits of a strong brand positioning strategy can run deep for your business: it will drive your marketing strategy, determine customer messaging, spur competition strategy and shape brand value ...

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.

What is the positioning of Coca Cola?

Coca-Cola Positioning Statement: Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers.

How do you develop brand positioning examples?

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 brand positioning and its components?

These five things – awareness, relevant differentiation, value, accessibility and emotional connection – drive customers from being aware of the brand to preferring the brand to being loyal to the brand to insisting on the brand — accepting no substitutes.

What are the advantages of brand positioning?

• Brand recall.
• Brand loyalty.
• Compete on factors other than price.
• Emotional appeal marketing.
• Value-based marketing.
• Consistent brand message and identity.
• Direction for your marketing strategy.
• Risk of straddle positioning.

What are the 4 components of brand positioning?

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

What is the importance of positioning?

In short, effective positioning ensures that marketing messages help you clearly stand out, resonate with target consumers and compel them to take action. If you're not standing out, you're not positioning.

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 is Pepsi's brand positioning?

As a brand, Pepsi has positioned itself as one that embodies young energy, and this can be seen throughout their marketing and advertising campaigns. Pepsi's customers are mainly aged between 13 and 35 years old from lower middle class to upper class with a busy and modern lifestyle.

What is Nike's positioning?

Nike have their positioning statement which is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”, the customers who wanted to achieve the best for their exercise experience or wanted to be success in their sports career will be influenced to buy products from Nike.

What is Nike's positioning statement?

Positioning: The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. Nike positions itself with, “Just do it.” Nike has waved the just do it banner for over 20 years.

What is a brand example?

What Are Brand Examples? Although brands are generally intangible, we often associate things like products and names with brands. Examples include Apple, Nike, Coca-Cola, Advil, and Tylenol.

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 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.

What is concept of positioning?

Definition: Positioning defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer. Description: A good positioning makes a product unique and makes the users consider using it as a distinct benefit to them.

What is Coca-Cola advertising strategy?

Coca Cola's promotion strategy focuses on aggressive marketing through ad campaigns using media channels such as television, online commercials, print media, sponsorships, and so on. Coca-Cola sponsors important events such as American Idol, BET Network, NASCAR, NBA, NCAA, Olympic Games, FIFA World Cup, among others.

What is Adidas brand positioning?

The adidas brand's mission is to be the best sports brand in the world, by designing, building and selling the best sports products in the world, with the best service and experience, in a sustainable way.

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a brand positioning statement will help your business to define itself and also appeal to a certain demographic in today's market it isn't enough to have a product or service that sells on features and benefits people are looking for experience and to belong so that you know what our brand positioning statement is let's take a look at two examples one from Nike and one from Starbucks so here's the one from Nike for serious athletes Nike gives you confidence that provides the perfect shoe for every sport and in Starbucks to cultured millenials Starbucks is a premium coffee house that adds an intimate and valuable experience to a consumers lifestyle by integrating caffeine with a comfortable environment so as you can see the brand positioning statement includes a brief description of your target market and then how you want that market to perceive and experience your brand so how do you go about creating a brand positioning statement well you need to answer these three questions number one who are my customers number two what benefits does my product or service offer to its users and three who are my competitors and what do I mean by question number three you all what I'm asking there is how do your competitors differentiate and position themselves compared to yours are they saying they have a better environment is it an ease of use do they have more expertise etc so once you've answered those three questions your brand positioning statement should describe succinctly what core benefit your product or service offers compared to that of your competitors here's a template that you can use to create your own statement and what you need to do is you to fill in the blanks from the answers to the questions that we asked ourselves ahead layer let's take the two examples that we spoke about earlier from Nike and Starbucks and drop those into the template so with Nike we have four serious athletes that's the customer group Nike is the brand gives confidence is a differentiating benefit from the customer by providing the perfect shoe for every sport and that's how they make it possible next up we've got the Starbucks one let's drop that in so we've got two cultured Millennials again the customer group Starbucks is your brand is a premium coffeehouse that adds an intimate and valuable experience to consumers lifestyle differentiating benefit by integrating caffeine with a comfortable environment how they make it possible having a good brand product or service isn't always about features and benefits what they're looking for is an experience a great feeling from using your product or service and a good way to show people what they will get by using your product or service is by having a great brand positioning statement one key thing to mention though is that when you create that positioning statement everyone and I mean everyone who is involved in your brand in any way must live by that statement it's only through buildup of experiences of hundreds or thousands of people talking to one another talking about the experience that they've had with your brand that builds that trust and loyalty if not everyone is singing along the same lines of your brand positioning statement then it just will not work for your brand but hey we know don't we that you're going to write the best positioning statement everyone involved in your brand is going to sing the song of that statement so much so that your brand is going to rock if you find the video useful make sure to give it a like subscribe to my channel if you haven't done so already and click on the little bail icon and you'll be notified whenever I release another new video and also it will be great if you could share this video on your social channels so that others can learn about branding too until I see you next time stay creative folks

Thanks for your comment Riley Steinerkert, have a nice day.
- Nu Nipper, Staff Member

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 Charity your participation is very much appreciated
- Nu Nipper

About the author

Nu Nipper

I've studied systems chemistry at The University of Tennessee at Martin in Martin and I am an expert in comparative psychology. I usually feel good. My previous job was recreational vehicle mechanic I held this position for 11 years, I love talking about reiki and crafting. Huge fan of Mark Richt I practice shooting and collect radio premiums.