Types of Brand positioning is defined as the mental perception that a target audience of a brand has of its competitors and The nature of brand positioning emphasizes those brand characteristics that show a competitive advantage of the company in the market.
In Types of Brand positioning, the results of successful positioning are a strong, well-established and well-known brand that consumers have trust and give value to the brand and products. Mostly all well-positioned brands have an attractive competitive position that is supported by strong associations such as high value in a desirable feature like user-friendly services or home and store delivery offers.
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Importance of Brand positioning
Different Types of Brand positioning are seen as a key element for using the brand in competitive markets (Hartman, 2005). In today’s highly communicative world and a consumer saturated with the product, effective positioning is critical for brand success steps(Marsden, 2002). Brand positioning through image-making activities is a clear and coherent picture of the basics of brand marketing activities.
Marketers spend millions of dollars a year creating and supporting brand images, and given the strong images of some of the world’s most famous brands, such as Marlboro, Pepsi, etc., their efforts seem to have paid off. As a result, creating, communicating, and maintaining a brand image is critical to long-term success. (Be Hattie Verdi, 1998).
In the area of types of Brand positioning, Jacqueline Haller and Acker define brand positioning as part of brand identity and value issues that are actively linked to targeting audiences. However, there are still many ambiguous aspects of the concept of positioning (Hartman, 2005).
Brand Concept in types of Brand positioning
In the past, a brand was a collection of a name, symbol, or shape, or a combination of these elements used to identify and differentiate the products and services of a competing company or group of competing companies (Vakaswick, 2009).
A brand performs the following key tasks in types of Brand positioning:
- Identify the product or service and allow the customer to choose or reject the product or services.
- It sends the right messages to consumers.
- It is a legal asset that the owner can invest in and protect against the aggression of competitors (Palambo and Herbig, 2000).
Brand Identity
In Types of Brand positioning, Brand identity is the strategic part that drives the company and customers. Brand identity determines the true nature of the brand, which must be understood by consumers, and the type of relationship that must exist between the company and customers. Identity is an element of message transmission about a product. (Wakaswick, 2009).
Types of Brand positioning concept
Early efforts in brand management have been to create a positive image in the minds of consumers. Creating a positive image in the mind of the consumer is a simplistic idea that is obsolete by creating types of Brand positioning. Because consumer choices are based on comparisons, branding stakeholders emphasize the creation of a unique brand position in the minds of existing and potential consumers. Also, the concept of positioning is associated with the terms of the unique and 4P sales (Place, Product, Price, Promotion), and has been one of the main activities of brand marketers since the early 1960s (Knox and Bickerton, 2003).
Types of brand positioning
- Value-based Brand positioning
In types of Brand positioning,value-based positioning is dependent on the quality of the product. It is mentally believed that the more expensive one is the better one which leads to having a better position in consumer minds.
2.Quality based Brand positioning
Positioning with the existence of necessary parameters which is quality would be considered as a challenging fact, nowadays all the brands are trying all their best to enhance their commitment and quality for what they are offering.
3.Competitor based positioning
Competition among companies is increasing every single day as long as companies are willing to be located in a better place among their competitors and having more customers by creating more satisfaction and loyalty.
4.Benefit positioning
It is kind of positioning that a brand tries to penetrate the market with the benefits that might have for their consumers, for instance, Sensodyne doing the same positioning by informing their consumers about the effect of this toothpaste on their teeth.
5.Problem and solution positioning
Nowadays a lot of brands are trying to show themselves as a solution maker for their consumer and they make you believe, they would help you very quickly by referring to them such as few insurance companies, etc and this also would be considered in the types of Brand positioning.
6.Price Positioning
Although quality is a really important element on types of Brand positioning, sometimes expensive cost could lead to only a few parts of the environment can afford to access to your products, cost-effective products can be afforded by any part of society, for instance, Air Asia airline in Malaysia is considered as those type of companies which by offering low prices could attract a lot of consumer around the world.
7.Celebrity-driven positioning
for the types of Brand positioning, by using some celebrities to introduce your brand, could lead to attracting all their fans to your brand in a short time,
8.Leader-based positioning
A Lot of companies start their position with this method, but this is not very long-lasting and they need to implement a new strategy.one of the best long term types of Brand positioning based on leader-based positioning in social media is Facebook which got the highest user so far and is an important element is types of Brand positioning we are proud to say that in SAMYARI Art and Advertising Studio we help you to do the best branding positioning.