Brand positioning refers to “target consumer” the reason to buy your brands other than the other brand present in the market. It is ensured that brand activity has a common aim, is guided, directed and delivered by the brand’s benefits/ reason to buy the product. It basically focuses on the needs of the consumer and their points of contact.
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 way in which an organization can portray its customers what it wants to achieve for them and what it means to them. It forms customer’s views and opinions.
Concept: The basic concept behind brand positioning is that identifying and determining points of similarity and difference ascertain the right brand identity and to create a proper brand image. Brand positioning is the key to marketing strategy. A strong marketing strategy indicates a strong brand positioning. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is that single feature that sets your service apart from your competitors.
Brand identity vs Brand image
| Brand Identity | Brand Image |
| The brand identity develops from the source or the company. | Brand image is perceived by the receiver or the consumer. |
| The brand message is tied together in terms of brand identity. | Brand message is untied by the consumer in the form of brand image. |
| The general meaning of brand identity is “who you really are?” | The general meaning of brand image is “How market perceives you?” |
| Its nature is that it is substance oriented or strategic. | It’s nature is that it is appearance oriented or tactical. |
| Brand identity symbolizes firms’ reality. | Brand image symbolizes perception of consumer. |
The organization should rather concentrate on shaping brand identity, brand image will follow.
Case study of successful brand positioning: If we talk about two of the leading beauty soap: Lux vs. Dove. Lux as a brand stands for glamour and beauty. Lux has offered a wide range of soaps in different shape, color and fragrance. Lux soaps targeted specifically at ‘delicates’. Whereas Dove is a personal care brand owned by Unilever. Dove is sold in more than 35 countries and is used both by men and women. It offers consumer product for self-grooming.
Patanjali vs. Himalayas
Patanjali is an Ayurvedic, herbal and wellness products. Whereas, Himalayas has been in the market before patanjali. Due to Patanjali strong positioning on Ayurveda and health consistently and since patanjali’s brand ambassador Ramdev just added a social cause to the same which made it more prominent in the market.