BRAND POSITIONING

By- Nitin Mishra

MBA 3rd Sem.
WHAT IS BRAND POSITIONING?
Brand positioning is the unique space a brand
occupies in the brains of the customers.
It makes customers view a specific brand in a
unique way by associating emotions, traits, feelings,
and sentiments with it. These associations make it
stand out from the competition.
Positioning is usually the reason why customers
buy a specific brand whose product doesn’t
necessarily differ from the competitors.
Brand positioning is an act of designing the company’s offering
and image to occupy a distinct place in the mind of the target
market. – Philip Kotler
Brand positioning is an act of designing the company’s offering and image to occupy a distinct place in the mind of the target market. – Philip Kotler
 CHARACTERISTICS OF A GOOD BRAND
POSITIONING STRATEGY
Relevant
The positioning strategy you decide should be relevant according to the customer. If he finds the positioning irrelevant while making the purchase decision, you’re at
loss.
Clear
Your message should be clear and easy to communicate. E.g. Rich taste and aroma you won’t forget for a coffee product gives out a clear image and can position your
coffee brand differently from competitors.
Unique
A strong brand positioning means you have a unique, credible, and sustainable position in the customers’ mind. It should be unique or it’s of no use.
Desirable
The unique feature should be desirable and should be able to become a factor which the customer evaluate before buying a product.
Deliverable
The promise should have the ability to be delivered. False promises lead to negative brand equity.
Points of difference
The customer should be able to tell the difference between your and your competitor’s brand.
Recognizable Feature
The unique feature should be recognizable by the customer. This includes keeping your positioning simple, and in a language which is understood by the customer.
Validated by the Customer
Your positioning strategy isn’t successful until the time it is validated by the customer. He is the one to decide whether you stand out or not. Hence, try to be in his
shoes while deciding your strategy.
 Types of Positioning

Value-Based Positioning
 Value-based brand positioning strategy positions the brand based on the
value the customers get on buying or consuming the brand’s offerings.
 In simple terms, this type of brand positioning is chosen to position the
brand based on its value proposition.
 This value often relates to the customer-centric tangible benefits like getting
the work done, making things easier, etc.
 A perfect example of a company using the value-based positioning is
DuckDuckGo – the search engine which doesn’t your data, unlike Google.
Features-Based Positioning
When the competition is huge and the products are similar, companies usually
position their products by focusing more on product-specific features like
price, quality, or other micro features depending on the product sold. This type
of positioning strategy is also called USP-focused positioning and is often
seen in the mobile industry.
Lifestyle Positioning
By positioning itself as a lifestyle brand, a brand tries to sell an image and
identity rather than the product. The main focus is to associate the brand with
a lifestyle and focus is more on the aspirational value than the product value.
Cigarette, Alcohol, and Tabacco companies are often seen to use lifestyle
positioning while marketing their products.
Experience-Based Positioning
 Experience-based positioning refers to positioning the offering based on the
experience the customer gets while buying or consuming it.
 The main focus is on to developing a unique experience for the customer
which differentiates the offering from the competition.
 Restaurants, hotels, and other service-based operators use this type of
brand positioning strategy.
HOW TO CREATE A STRONG BRAND
POSITIONING STRATEGY?

 Before you decide your brand positioning, ask yourself these three
questions.
• What does my customer want?
• Can I promise him to deliver it better and/or differently than my
competitors?
• Why will they buy my promise?
EXAMPLES OF BRAND POSITIONING

Tesla
 Tesla is a luxury brand which is known for innovation. The company offers it products at a
premium pricing but has a very high demand because of its value-based experience strategy.
 Tesla’s cars are unique and different from any other car on the road. These cars are electric,
eco-friendly, and technologically advanced which makes them valuable to the customers.
Nike
 Nike promotes a athletic lifestyle for everyone irrespective of their body type. The company
promotes this positioning strategy through a 360 degree marketing and branding strategy and
by offering athletic attire that enhances performance.  
Disneyland
 Disneyland boasts itself as ‘The Happiest Place On Earth’. The amusement park has positioned
itself as an experience of a lifetime which isn’t provided by anyone else in the world.
THANK YOU