Best Way to Craft the Brand Positioning

The best way to craft the brand positioning is offering represents the right kind of things in the minds of the target market. The brand positioning helps to reduce the gap between the company’s product and customer awareness and buying.

In today’s situation customers uses only that product which they see or positioned for them. Let’s take an example of Wills Lifestyle to understand. Wills Lifestyle positioned the brand for young and fashion oriented customers hence medium and high profile customers are persuaded through message and become ultimate buyer.

Due to importance of positioning in the market “MOOV” the pain relieving ointment from Reckitt Benckiser India Ltd. repositioned the product from relieving joint pain to backache specialist. Due to repositioning, MOOV become largest selling rubefacient brands in India and has been consistently featuring in the “100 Most Trusted Brands” (Source: The Economics Times).

The better way to craft the brand positioning is to identify the customers and competitors. It is advisable to the companies that they should understand the product and accordingly defines the targets, do better segmentation.

Competitor analysis is also important while crafting the brand positioning. Company can use point of difference to differentiate themselves from competitors. E.g. Apple uses point of difference technique (like design, ease of use, irreverent attitude). Nike uses performance, innovative technology and winning as a point of difference.

Another way of branding is Point of Parity in which companies describes the benefits of the product so as to attract more prospects. E.g. Dettol and Savlon. Savlon is highlighting their product as “No String Property” to counter the category perception and strong brand associations created by Dettol.