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Brand Positioning Is As Much Part of a Strategy Right from the USP to the Sales Figures
Author: Sam Desouza
The measure of a successful branding strategy is its ability to influence the market and the consumers. For a large part it is a natural progression of a brand identity’s success and can only be given a push start by effective marketing strategies. Marketing Gurus have summarized brand positioning in three ways as:
• Positioning – the process of developing an identity that the target audience can relate to
• Re-positioning – the process of a makeover for an existing brand in relation to the competitors
• De-positioning – this requires a lot of strategic planning to influence the identity of the competition to improve the company’s brand.
Brand strategy must understand the market from where it will be in competition with other similar products. The differences in competing brands must be identified and worked on. A good branding strategy will be able to influence the consumer about the brands uniqueness and will specify why this brand is better than the others.
Brand Positioning is imperative and must be able to differentiate the brand from others. Target the market segment that your consumers are a part of, a branding strategy then ensures that the emphasis is on the geographic, ethnic or even the economic criteria. Communicating the benefits of the brand over others effectively is another way to ensure brand positioning. Branding strategies also work on the price factors after studying the market for the most popular price ranges. Using smart marketing campaigns which includes using sales mediums that are different also works to attract the consumer. The consumer is now used to variety and a product marketed differently will definitely catch the customers attention.
Brand positioning is the status of a brand in the market in relation to other comparable products and services. Positioning of a brand with branding strategy makes it stand out in a market filled with similar products and ensures its demand and availability in the market and helps the company to successfully achieve its sales targets.
A well established firm that has the best credentials in brand positioning for their clients using branding strategies that have always brought their creativity to the fore should be chosen. Always make sure that the company works very closely with their clients to understand their requirements and to understand the value that the company places on the product or service. They should be the best at developing a fresh new look to established brands and are known for their commitment to customer satisfaction. Some of the key areas that should be their USP are Visual identity for the brands that they work with, brand architecture and even in developing brand manual for internal use.