Brand Positioning
. POSITIONING Suppose we are asked, ‘who makes the best instant coffee?’ Next , we are asked, “who makes the next best?’ there can be a number of brands which are next best, but only one brand that is the best. In a number of product categories like TVs, cars, personal computers, paints, razorblades, soaps and so on, we have our favourite brands or marketer. The top slot achieved by the brand in our mind is called its Positioning. It entered our mind on account of communication through advertising, word of mouth, product performance and other factors.
Thus, Positioning is the outcome of our perceptions about the brand relative to the competing brands.
3.1 BRAND POSITIONING
Aaker defines brand positioning a “part of brand identity and value proposition that is to be actively communicated to the target audience, and that determines an advantage over competing brands” By definition, brand positioning involves defining the core idea that the brand stands for in the minds of customers.
3.2 POSITIONING STATEMENT
It is essential to have complete brand identity and value proposition. Positioning Statement culled from it for communication. Being a part of brand identity, it is a concise statement.
Positioning statement is a declaration of the position our product/service will occupy in the mind of our target consumers.
Before developing positioning statement we have look in to these areas:
a. Market exploration: We have to assess first where our and our competitors’ brand stand today.
b. Market segments: We consider target market segment
c. Core identity: We then identify what is core identity or the essence of our brand
d. Value proposition: It is better to know what criteria potential buyers use to choose one product/service over another. Identify a few criteria.
e. Position of the existing products: Our product/service always has a relation to our competitive products. We have to see how our brand is perceived.
Thus, Positioning is the outcome of our perceptions about the brand relative to the competing brands.
3.1 BRAND POSITIONING
Aaker defines brand positioning a “part of brand identity and value proposition that is to be actively communicated to the target audience, and that determines an advantage over competing brands” By definition, brand positioning involves defining the core idea that the brand stands for in the minds of customers.
3.2 POSITIONING STATEMENT
It is essential to have complete brand identity and value proposition. Positioning Statement culled from it for communication. Being a part of brand identity, it is a concise statement.
Positioning statement is a declaration of the position our product/service will occupy in the mind of our target consumers.
Before developing positioning statement we have look in to these areas:
a. Market exploration: We have to assess first where our and our competitors’ brand stand today.
b. Market segments: We consider target market segment
c. Core identity: We then identify what is core identity or the essence of our brand
d. Value proposition: It is better to know what criteria potential buyers use to choose one product/service over another. Identify a few criteria.
e. Position of the existing products: Our product/service always has a relation to our competitive products. We have to see how our brand is perceived.