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The Top Brand Positioning Models Every Marketer Should Know

The Top Brand Positioning Models Every Marketer Should Know

30th April, 2023
Brand Positioning: definition and importance

Brand positioning is the process of developing a strategy to establish a unique image and identity for a brand in the minds of consumers. It involves identifying the target audience, understanding their needs and preferences, and developing a messaging strategy that resonates with them. In simpler terms, brand positioning is how you, as a marketer, differentiate your brand from your competitors and place it in the mind of prospective customers.

If you structure well and consistently your brand positioning, this will contribute to your brand awareness. Here are some interesting statistics about the power of brand positioning (source: agorapulse; social media software management; 2023):

  1. Brand recognition isn’t instantaneous. It takes 5 to 7 impressions for people to remember a brand.
  2. 82% of investors want the companies they invest in to have a strong brand.
  3. 75% of B2B purchasers want branded content that helps them explore business ideas.
  4. Displaying your brand consistently across all social platforms can increase income by 23%.

Brand positioning can be achieved through various methods such as benefit, usage-based, value-added, and more.

Brand Positioning Methods

Various brand positioning methods help identify, create, and communicate your brand's key benefits. The methods that are most used are:

1. Benefit positioning

Advocating for a product’s benefits is the norm in brand positioning to attract sales. This method of brand positioning focuses on communicating the primary benefits that your brand offers to your target audience. It involves generally identifying your target audience's critical problems or needs and positioning your brand as the solution that can effectively address those needs.

Example of benefit positioning: Colgate manufacturer Glaxo-Smith built the toothpaste brand on a benefit positioning strategy. The company promised Colgate would prevent gingivitis and cavities, an attribute no competing toothpaste had claimed.

2. Competitive positioning

Competitive positioning is a strategy that encompasses the marketing team’s efforts to differentiate a brand from its rivals. It involves identifying the unique selling points of your brand and communicating them in a way that differentiates your brand from competitors. It helps improve the product’s value, customer retention, and sales.

Example of competitive positioning: Patagonia focuses on its values. The well-known clothing brand always stands for environmental protection, supports initiatives and movements to save it, and prevents people from harming nature. Their marketing campaigns are stunning; they help boost brand awareness and increase sales.

3. Value-based positioning

Value-based positioning places the brand based on its value proposition – or the tangible benefits a customer will experience from purchasing or experiencing an offer.

Value often means different things to different people, but it is usually related to completing a task, solving a problem, and increasing convenience and status. For instance, a brand that values inclusivity and diversity can position itself as the best option for consumers who share those values.

Example of value-based positioning: TOMS is a shoe company founded on the principle of "One for One," which means that for every pair of shoes purchased, the company donates a pair of shoes to a child in need. This value-based positioning has helped TOMS differentiate itself in the crowded shoe market and has resonated with socially conscious consumers.

4. Usage-based positioning

Usage-based positioning is when businesses focus on their product’s specific use or application to make it more appealing to customers.

Example of usage-based positioning: Ziploc is a brand of resealable plastic bags that has successfully used usage-based positioning to differentiate itself from competitors. Ziploc's brand positioning strategy revolves around the idea that its products are designed to keep food fresh and organized. The brand has positioned itself as a solution for busy families who want to simplify their lives and support their kitchens organized.

5. Celebrity-based positioning

This means that brands sign celebrities as their Brand Ambassadors and market their products through TV Commercials. To create an impression amongst the audience, the Brand must associate the brand’s image with the idea of Celebrity.

Example of celebrity-based positioning: The "Air Jordan" line of sneakers quickly became a cultural phenomenon, with fans lining up outside stores to purchase the latest models. Jordan's endorsement helped establish Nike as a leader in the athletic shoe market, and the "Air Jordan" brand's success helped cement Jordan's status as a global icon.

Conclusion

Maintaining a strong brand requires ongoi ng dedication rather than a singular effort. The way your target audience perceives your brand is of utmost importance. Recognizing that having an outstanding product or service is only part of the equation is essential. Your brand’s customer experience across all touchpoints presents a valuable chance to stand out and capture consumers’ attention.

About the Author
George R. Khayat

Partner

Mr. George Khayat is a partner with Meirc Training & Consulting. He holds a Bachelor of Science in management from the Lebanese American University (LAU), a Master in Marketing and Communication from ESCP-EAP University in France, and a Global MBA in Digital Business (University of Barcelona). George is a certified marketing analyst (The Graduate Board of Management, USA), a chartered marketer (Chartered Institute of Marketing, UK), a certified Lego® Serious Play® method facilitator, and a certified sales professional (Sales Training International, USA). He is also certified in Action Selling® (USA) and Guerrilla Marketing (Australia).

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