Post by amirmukaddas on Mar 13, 2024 21:02:48 GMT -10
To identify the positioning of the brand you must, after having established the market segments to target, establish how to differentiate yourself from your competitors. For this you must create a solid value proposition that explains the benefits of the brand and the additional value you can offer compared to your competitors. The approach underlying brand positioning is to manipulate the consumer's mind, taking up the strengths of competitors, but differentiating itself from them. For some experts it is good to have a single selling proposition, the famous unique selling proposition , for others it is better to have several different positionings, despite the risk of creating confusion. Certainly for a good marketing positioning, the brand must define values, ideas and how it wants to be perceived by consumers. For this reason, the company will have to create marketing campaigns that immediately communicate the competitive advantage and answer the potential customer's question: “ why choose this brand and not another? ”. How to create the positioning map and USP Philip Kotler also distinguishes five types of value proposition (USP): High benefits at high prices , i.e. focusing on quality; B.
High at average prices , taking a slice of the market that seeks quality, but is also attentive to price; Poor benefits at very low prices, focusing everything on mass and a lower price than competitors; However, there are also companies that offer high benefits at low prices , but this is an unsustainable positioning in the long term and usually linked to promotional periods or the launch of new products. There are also Denmark Telegram Number Data ways to illustrate brand positioning in a schematic way, that is , perceptual maps or rather perceptive maps of market positioning are created . In detail, the company represents the positioning of competitors for a specific type or product category on the Cartesian axes, based on the most important variables that influence the purchasing process . Naturally there are limits, given the small number of variables that can be included and which are usually price and quality. However, these two factors are not always the only ones that influence the purchasing decision. How to communicate brand positioning Once the brand positioning has been defined, you must be able to communicate it to consumers, summarizing it in a formal statement.
The classic structure to complete is: “For (segment, needs, objectives) our (brand) is (concept) that (differentiator)”. Based on this declaration , the marketing mix can then be developed and the company marketing strategy can be studied , identifying concrete actions to position the company on the market in a sustainable way over time. Once a certain positioning has been obtained in the minds of consumers, it is best to monitor it to ensure continuity and communication coherence, or adjust the strategy based on market changes and new consumer needs. Brand positioning in the digital marketing era Compared to the past and traditional marketing strategies, today digital marketing has made brand positioning possible even for small companies , investing seriously in marketing activities. From an idea " we don't do marketing because we are not a multinational ", today the web and social media have really allowed everyone to study a marketing and communication strategy thanks to inexpensive and scalable solutions.
High at average prices , taking a slice of the market that seeks quality, but is also attentive to price; Poor benefits at very low prices, focusing everything on mass and a lower price than competitors; However, there are also companies that offer high benefits at low prices , but this is an unsustainable positioning in the long term and usually linked to promotional periods or the launch of new products. There are also Denmark Telegram Number Data ways to illustrate brand positioning in a schematic way, that is , perceptual maps or rather perceptive maps of market positioning are created . In detail, the company represents the positioning of competitors for a specific type or product category on the Cartesian axes, based on the most important variables that influence the purchasing process . Naturally there are limits, given the small number of variables that can be included and which are usually price and quality. However, these two factors are not always the only ones that influence the purchasing decision. How to communicate brand positioning Once the brand positioning has been defined, you must be able to communicate it to consumers, summarizing it in a formal statement.
The classic structure to complete is: “For (segment, needs, objectives) our (brand) is (concept) that (differentiator)”. Based on this declaration , the marketing mix can then be developed and the company marketing strategy can be studied , identifying concrete actions to position the company on the market in a sustainable way over time. Once a certain positioning has been obtained in the minds of consumers, it is best to monitor it to ensure continuity and communication coherence, or adjust the strategy based on market changes and new consumer needs. Brand positioning in the digital marketing era Compared to the past and traditional marketing strategies, today digital marketing has made brand positioning possible even for small companies , investing seriously in marketing activities. From an idea " we don't do marketing because we are not a multinational ", today the web and social media have really allowed everyone to study a marketing and communication strategy thanks to inexpensive and scalable solutions.