Brand positioning is the process of differentiating one brand of product or service from another within the competitive marketplace. There is both a physical and mental aspect to effective brand positioning. The physical aspect involves the showcasing of a single or small set of truly unique product features that sets your product apart from the competition. The mental aspect deals with how a product/service is positioned in consumers’ minds.
With an ever-increasing number of competitive offerings and product/service parity, consumers are finding it more and more difficult to distinguish between the subtle differences in the physical features of products/services. It therefore becomes necessary to focus marketing efforts on the mental position of the product/service by also analyzing features or attributes consumers think are important in conjunction with what they say are important.
Through the BrandWork™, process it is possible to answer the following questions:
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What attributes specific to a product/service category are important to consumers and/or potential consumers?
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How does our brand perform on the important product/service attributes?
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What do we need to improve first in order to make our brand stand out?
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How are we perceived in consumer’s minds relative to our competitors?
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Which competitors are in our ‘competitive set’ – our most closely related competitors?
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Which attributes best describe each brand and discriminate between brands in consumer’s minds?
Using BrandWork™, marketers can develop a comprehensive positioning strategy for a product/service within a sound conceptual framework. This strategy will provide the needed leverage to stake out and hold a position both in the physical and mental marketplace.
Click here to open a full description of the BrandWork™ process. (.pdf file)
The Marketing Workshop, Inc…
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