Examples of Brand-Positioning Strategy

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Examples of Brand-Positioning Strategy

Quality Positioning
The quality of a given product is one of the most important components of a company brand, and can be combined with other positioning strategies rather easily. Since every business is trying to emphasize its commitment to quality, a good way to distinguish yourself from competitors is to narrow your focus to one area of expertise, thereby branding the company as a high-quality and trusted specialist.

Value or Price Positioning
There are two ways to approach value or price positioning, both of which are crucially dependent on quality. One approach is to use a high-end tack, which exploits the psychological belief that the more expensive something is, the more intrinsically valuable it must be. You can also cement your brand as the provider of high-quality, value-priced products or services. A good example of this strategy is Southwest Airlines. In a tough economy, its policy of offering affordable flights as well as promising free checked luggage has allowed it to flourish while other airlines struggle.

Benefit Positioning
Communicating the unique benefits of a product or service has long been a popular brand position. With this strategy, the goal is to highlight your company's most powerful attributes — attributes no competitor can claim and that are valuable to the consumer. Consider the popular and ever-bored Maytag repairman: Maytag built its brand on the benefits of owning a machine that almost never requires repair. Similarly, Colgate toothpaste uses a benefit strategy with an effective message: Brush with Colgate and prevent cavities and gingivitis, a benefit promise that appeals to consumers.

Problem and Solution Positioning
Positioning a brand as the solution to a consumer's problem is also a powerful strategy. The idea is to demonstrate that your company has the power to relieve customers of whatever problem they may be facing, both quickly and efficiently. For example, prepackaged chopped vegetables solve the consumer's problem of time-consuming food preparation in a snap.

Competitor-Based Positioning
Business is nothing if not competitive. Therefore, with this positioning strategy, a company takes aim at one or several competitors to demonstrate its superiority among others offering the same type of product or service. Car insurance companies often employ this strategy to establish a powerful brand by comparing their rates or service to those of other companies. The message is that consumers should cancel their old policies and purchase their coverage from a different and better insurer.

Celebrity-Driven Positioning
Hiring celebrities as spokespeople or to endorse a company's product or service is a popular way to position a brand. The goal is to garner brand awareness and recognition by associating your company with a glamorous individual. While this is an expensive route to take, the consumer tends to trust celebrities implicitly because she's familiar with their faces. This familiarity inspires buyers to follow the celebrity's lead or to emulate him, making this strategy ideal for selling luxury goods or athletic apparel.


Source: http://smallbusiness.chron.com/examples-brandpositioning-strategy-25213.html