Brand positioning is a strategic approach that shapes the way consumers view your brand in the marketplace. However, as every brand is unique, numerous approaches can be adopted.
Here are five of the most prominent strategies.
1. Quality-Based Positioning
This strategy emphasises your product or service’s superior quality. Brands adopting this approach highlight their commitment to excellence, often justifying premium pricing. Luxury products often adopt this approach, positioning their products as symbols of craftsmanship and durability.
2. Value-Based Positioning
Value-based positioning focuses on offering consumers the best value for money. Brands employing this strategy aim to offer high-quality products at competitive prices, thereby appealing to cost-conscious consumers. IKEA exemplifies this approach by offering stylish furniture at affordable prices.
3. Benefit-Based Positioning
This strategy centres on the specific benefits your product or service provides. It demonstrates how your offerings address specific problems or fulfil particular needs, making them more appealing to target audiences.
A brand strategy agency, such as www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/, can offer guidance on how to highlight your brand’s benefits and the pain points it alleviates.
4. Innovation-Based Positioning
Innovation-based positioning focuses on your brand’s commitment to cutting-edge technology. This strategy suits brands introducing new features or products that appeal to consumers seeking the latest advancements. Apple is a prime example of this.
5. Price-Based Positioning
Price-based positioning focuses on your price point, whether it’s low or at a premium. This approach appeals to consumers’ perceptions of value and affordability – if your prices are higher, it creates a sense of exclusivity.
