In Marketing we call brand positioning the place that the brand occupies in the minds of consumers with respect to the rest of its competitors . The positioning gives the company its own image in the consumer’s mind, which will make it differentiate itself from the rest of its competition. This own image is built through the active communication of distinctive attributes, benefits or values to our target audience, previously selected based on the business strategy.
The attributes or benefits that will help us to correctly position our brand must be relevant to consumers, otherwise it will not do any good to create a brand positioning strategy. It is easy and logical, if our brand does not offer anything different, consumers have no reason to choose it compared to other competitors. Finally, the brand, based on its promises about its distinctive benefits, has to be able to deliver these benefits to consumers better than its competition. If this does not happen, all the work invested will have been useless.
We are going to do a practical exercise to demonstrate the power of positioning. Well, can you tell me what features come to mind if I mention the Samsonite luggage brand? You can take a few seconds to respond, but I am convinced that values such as resistance, security, quality, unbreakable, etc. are coming to mind. Surprised? The answers are not the result of chance, it is the result of an impeccable positioning strategy by the luggage company.
Samsonite knows that the values for which it has positioned its brand are relevant values for consumers or at least for the segment of consumers it is targeting. Who has not analyzed the resistance of a suitcase when buying it? It is a winning variable to choose it against other suitcase brands. Of course Samsonite in addition to communicating and working on these attributes or brand values, when you buy one of their suitcases you can check that they are resistant, safe and of quality.
Main brand positioning strategies:
-Attribute: the strategy focuses on an attribute such as the size or age of the brand. The more attributes you try to position, the more difficult it will be to position yourself in the minds of consumers. -Benefit: the product or service is positioned based on the benefit it provides. For example, clean and impeccable clothes after being washed with a certain detergent or stain remover. -Quality or price: we base the strategy on the value for money. The company tries to offer the most benefits at a reasonable price. There are also companies that only position themselves by price, such as Rolex in high prices or Swatch in low prices. -Competitor:
Compare our advantages and attributes with the competing brands. We claim that we are better in some sense relative to the competitor. In many advertisements Oral B compares in quality aspects compared to “other toothpastes” -Use or application: it is about positioning ourselves as the best based on specific uses or applications. An example could be the Monster energy drink, which is consumed in times of energy need, usually after playing a sport. -Product Category: This strategy focuses on positioning itself as a leader in some product category. Coca cola is an example of a leading brand in the soft drink category.
Frequent mistakes about brand positioning:
-Subpositions: we are not able to present a main and fundamental benefit for consumers to acquire our brands. -Overpositioning: the value proposition is perceived as very limited or narrow, this can cause many consumers to think that the brand is not targeting them. – Confusing positions: we present two or more benefits that are not consistent with each other and contradict each other. -Irelevant positions: presenting a benefit that interests a small part of consumers and is not profitable for the company. -Doubtful positions: consumers do not believe that the brand can really offer the main benefit it presents.
Examples of brand positioning:
Apple has been able to develop a branding strategy based on a clear value proposition: quality products, attractive, innovative and easy to use. Apple perfectly transmits its values based on elegance, luxury and exclusivity. Your brand positioning is the basis for all your marketing actions. All the points where the brand has contact with consumers, manages to clearly communicate its position. Apple Stores are designed so that they have spacious, clean, attractive and minimalist spaces. In them the consumer can test and interact with all Apple products. The website is based on an attractive, simple design and of course its usability is perfect. Apple has managed to create a cult brand,
Coca Cola is one of the largest soft drink companies in the world. And it is no coincidence that it is one of the brands with one of the strongest positions. Coca cola does not establish its competitive advantage in a low price, but in its brand positioning and differentiation based on the perception of superior quality of its product. Coca Cola’s positioning has associated values such as happiness, joy, fun or freshness. Your communication has always worked in line with your global strategy. In this same blog you can find different examples of marketing actionsthat demonstrate how he knows how to position himself perfectly. Campaigns such as “The Coca Cola side of life” contain in all its communication actions images of friendship, sharing, happiness, etc. Ultimately Coca Cola proposes its product as a creator of moments of joy, fun and union between people.
As you have been able to verify, currently creating an adequate brand positioning is essential for the success of any organization.