How to position the brand?
July 16, 2022Today’s businesses have focused on their brand positioning. Has your business done this yet? If you are learning about brand positioning methods as well as want to better understand this definition, please read the following article!
What is brand positioning?
Brand positioning as defined by P.Kotler “is a set of activities aimed at creating a definite position (relative to competitors) for products and brands in the minds of customers”. According to Marc Filser, “brand positioning is an effort to give a product a unique image that is easily accessible to customers. Or more specifically, what businesses want customers to think of when facing their brand.”
Brand positioning is an important step for every business. Brand positioning helps:
- Businesses identify trends in the market as well as competitors to create an effective strategy to reach potential customers and ensure smooth communication.
- Enterprises always have a stable customer base and are willing to experience the products and services of the business without regard to the price.
- Brand positioning is an effective assistant to help businesses expand their business scale without spending too much money on building a brand strategy.
- A well-positioned business will create a solid foothold for the brand. From there, businesses will receive a large number of loyal customers and receive great profit values.
Brand positioning methods
Positioning based on quality
Quality is always the core value of each brand product. Although there are many other effective methods of positioning, quality is a fundamental and fundamental factor. Strong brands always have good products. If the quality is low then you will certainly never have a strong brand in the minds of customers.
Positioning based on value
The main value is that the customer will receive more benefits than the money they spend to get the product/service (Value for money). In the past, people often equated brands that worked with this mechanism as “cheap” brands, and these brands were also judged as weak brand positioning.
But now, value-based positioning is increasingly showing its power. The brand has a sustainable position in the hearts of customers because customers are convinced by price and quality. A series of brands with the “cheap” positioning were born. Vietjet is a low-cost airline brand. Despite providing low-cost flight services, it still maintains the position of a strong brand.
Relationship
Relationship-based brand positioning here is the relationship between the customer and the brand. Building an interactive relationship between the brand and the customer plays an extremely important role in brand positioning. A strong brand that interacts well with customers will have a good positioning that will come closer to users. Like the Apple brand with the slogan “Think different” with the desire to promote innovation and creativity
Feature
When the market has many brands competing with each other in terms of quality, price, etc., other brands will focus on product features to position the brand. A product can have many features and businesses will choose a certain feature to make customers remember their brand among many other brands. For example, OPPO phones are positioned as Camera phone – Selfie phone exploiting the youth market segment.
Positioning based on customer wishes
Everyone has dreams, so evoking customers’ wishes will create great motivations, miracles, and imprints in their minds. Desire-based positioning is giving customers the belief or feeling that they become who they want to be, go where they like, or have joy and excitement in life.
This method exploits the insight aspect of customers for positioning. For example, a type of men’s shampoo that exploits the desire to be successful, successful and elegant men is Romano, so the Romano advertising image is an image of luxury and elegance with red carpets and luxury cars important.
Problem/solution
An effective brand positioning method that helps to make a deep impression on customers is problem or solution based brand positioning. This is a brand positioning strategy with the goal of letting customers see that the brand will help customers solve the problems they are facing. This positioning strategy would be more appropriate for FMCG product or service categories, product/service categories customers can clearly see their benefits to their problem.
Competitor
This brand positioning strategy is based on comparison with its direct competitor (Usually a top or equal competitor). This strategy has been and is being used by many brands. There is a strategy called “Second person”, if the industry you are in, there is already a big competitor in the market and you have enough potential as well as the ability to compete with this No. 1 competitor. can choose the “second person” marketing strategy. When choosing a big brand as a competitor, you will have the advantage of quickly being known to your customers. From this marketing strategy, brands also use to position brands based on competitors. You can easily see like Samsung choosing Apple as a competitor, Audi choosing BMW as a competitor.
Positioning based on emotions
Emotions based on emotions is a highly effective method because emotions are the fastest way to get closer to customers. Many brands use emotions to position themselves, such as “Crazing Vietnamese feet” by Biti’s, “Smile on Vietnam” by Colgate.
Uses
Many businesses give themselves a way to position their brand based on the use of the product that the brand brings. This is the safest and most popular method like the local Efferalgan drug for quick pain relief.
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