Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. It is based on the concept that communication can only take place at the right time and under the right circumstances.
In positioning, the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion, price, place and product. The more intense a positioning strategy, typically the more effective the marketing strategy is for a company. A good positioning strategy elevates the marketing efforts and helps a buyer move from knowledge of a product or service to its purchase.
This is the group of people or businesses that will best benefit from the use of the product or service.
Positioning in Advertisements Advertisements are usually the first places businesses position themselves. A cosmetics marketing department, for example, must determine who they are targeting and what consumer need is being met.
If the intended target is African American teenagers, what type of need should the cosmetics fill? If the cosmetics line is trying to help teenage girls overcome acne issues, the person in the ad might be one of a younger African American physician who teaches girls how to battle acne with the use of these cosmetics.
To note the importance of positioning, this same type of advertisement might not work if the intended audience of the cosmetics line was older Caucasian women trying to look younger. Positioning in Sales Locations Reaching the customer is not simply a matter of advertising, it is also a matter of choosing the right channels for distribution.
If a majority of your target market lives in an urban area with only public transportation available to them, having your product in rural areas where a private automobile is needed for transport would not equal sales success.
Place or position your product or service as close to the target market as possible. Create similar advertisements in store as the ones seen out of store to create an overall identity for your brand.
Positioning through Price It should be noted that there is a large amount of research on the psychology of pricing in marketing.
Simply put, the price of an item tells the buyer more about the item than most realize. Many associate a higher price with higher quality and the opposite with a lower price.
Additionally, if a product is positioned as a good alternative to high-priced brands, the marketing department must price it in the middle of the market to avoid a comparison to the cheapest end of the spectrum. References 1 Innis Maggiore: How to Develop an Effective Positioning Strategy About the Author Lynn Lauren has been a professional writer sincefocusing on the areas of weddings, professional profiles and the banking industry.
She has been published in several local magazines including "Elegant Island Weddings.AUDIENCE PERCEPTION OF THE ROLE OF ADVERTISING ON PRODUCT POSITIONING AND BRAND LOYALTY IN THE NIGERIAN GSM MARKET What is the role of advertising in product positioning?
What is the role of advertising in entrenching brand loyalty? Today’s brands compete with new technologies, empowered consumers, shifting public attitudes, brand new contenders and much more.
Creating leading strategies and powerful ideas that allow our clients’ brands to become unique, irreplaceable, in control and ahead is our purpose. The precise origins of the positioning concept are unclear.
Cano (), Schwartzkopf () and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the s, but did not become codified in marketing textbooks and journal articles until the s and 60s.
A brand positioning statement focuses on the consumer target your brand will serve and the emotional and functional benefits your brand will stand for.
If you don’t position your brand the way you want, then your customers and competitors will do it for you, and you might not like their answers. A. Advances in Consumer Research Volume 17, Pages IN SEARCH OF BRAND IMAGE: A FOUNDATION ANALYSIS.
Dawn Dobni, University of Houston. George M. Zinkhan, University of Houston. Brand image has been an important concept in . Role Of Advertising Product Positioning By taking a simple product, what does advertising do to build it into a powerful brand and how does advertising do this?
Let us first understand what is a brand. A brand is a consumer’s idea of a product.