Brand Positioning
Brand positioning refers to “target consumer’s” reason to buy your
brand in preference to others. It is ensuring that all brand activity has a
common aim; is guided, directed and delivered by the brand’s benefits/reasons
to buy; and it focusses at all points of contact with the consumer.
Brand positioning must make sure that:
·
Is it unique/distinctive vs.
competitors ?
·
Is it significant and encouraging to
the niche market ?
·
Is it appropriate to all major
geographic markets and businesses ?
·
Is the proposition validated with
unique, appropriate and original products ?
·
Is it sustainable - can it be delivered
constantly across all points of contact with the consumer ?
·
Is it helpful for organization to achieve
its financial goals ?
·
Is it able to support and boost up the
organization ?
Positioning a brand means emphasizing the distinctive characteristics
that make it different from its competitors and appealing to the consumers.
Brand positioning is the result of finding suitable answers to the following
questions :
1. A brand for what? This refers to the brand promise and the consumer benefit aspect.
MARUTI 800 is low priced and economical to run. CEASEFIRE ensures safety
against fire.
2. A brand for whom ? This refers to the target aspect of the brand. MERCEDES is a car for
the chairmen and managing directors of large corporations. RUF N TUF jeans are
for the young.
3. A brand for when ? This refers to the occasion aspect of the brand. CHAMPAIGNE is uncorked
when you want to celebrate. As it was done in 1983, when Indian cricket team
won the World Cup in London.
4. A brand against whom ? This question defines the main competitor brands. COKE pitted against
PEPSI.
“Positioning is an outcome of our perceptions about the brand relative
to the competing brands. Philip Kotler
has defined positioning as “the act of designing the company's offer so that it
occupies a distinct and valued place in the mind of the target customers."
Bovee et. al. define positioning as “the
process of prompting buyers to form a particular mental impression of our
product relative to our competitors.” Aaker considers brand potion a “part of brand identity and value
proposition that is to be actively communicated to the target audience, and
that demonstrates an advantage over competing brands."
A few examples of positioning statements developed by various companies
and ad agencies :
1. BPL EXCELL Alkaline batteries. They are ‘ the longest lasting alkaline battery in
the world '. It is an application-oriented positioning. It is, however, more
USP-oriented.
2. COMPLAN is the complete food for growing children. This positioning is targeted
to a specific segment.
3. VICKS VAPORUB is a rub for colds for children. By eliminating adults, it strengthens
its use for children, a substantial segment. Extensions are possible to cover
other segments.
4. DABUR CHYAVANPRASH was first positioned as a tried and tested natural health tonic for the
family. Later, the position has been changed to 'make it a tonic to develop and
strengthen the body's immune systems which helps the body fight
infections/diseases.' The specific benefit now emphasized is that “it toughens
you up from deep within.”
5. DOVE is soap with 1/4th moisturizer. It distinguishes Dove from other soaps.
It is a functional value proposition.
6. HDFC sanctions the housing loan prior to property selection, and reduces the
anxiety and helps you plan for your dream house. The loan is targeted at first
time buyers, who are apprehensive of the whole process.
7. OMEGA water-proof watch takes to water like a fish. We can ‘swim with it and
go out in the rain.’ Functionally, it is ‘water resistant to a depth of 12
meters, deeper than the deepest swimming water.'
In order to create a distinctive place in the market, a niche market has
to be carefully chosen and a differential advantage must be created in their
mind. Brand positioning is a medium through which an organization can portray
it’s customers what it wants to achieve for them and what it wants to mean to
them. Brand positioning forms customer’s views and opinions.
Brand Positioning can be defined as an activity of creating a brand
offer in such a manner that it occupies a distinctive place and value in the
target customer’s mind. For instance-Kotak Mahindra positions itself in the
customer’s mind as one entity- “Kotak”-
which can provide customized and one-stop solution for all their financial
services needs. It has an unaided top of mind recall. It intends to stay with
the proposition of “Think Investments,
Think Kotak”. The positioning you choose for your brand will be influenced
by the competitive stance you want to adopt.
Brand Positioning involves identifying and determining points of
similarity and difference to ascertain the right brand identity and to create a
proper brand image. Brand Positioning is the key of marketing strategy. A
strong brand positioning directs marketing strategy by explaining the brand
details, the uniqueness of brand and it’s similarity with the competitive
brands, as well as the reasons for buying and using that specific brand.
Positioning is the base for developing and increasing the required knowledge
and perceptions of the customers. It is the single feature that sets your
service apart from your competitors. For instance - Kingfisher stands for youth and excitement. It represents brand in
full flight.
There are various positioning errors, such as-
1. Under positioning- This is a scenario in which the
customer’s have a blurred and unclear idea of the brand.
2. Over positioning- This is a scenario in which the
customers have too limited a awareness of the brand.
3. Confused positioning- This is a
scenario in which the customers have a confused opinion of the brand.
4. Double Positioning- This is a scenario in which customers do not accept the claims of a brand.
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