Brand Positioning Concept

Brand Positioning Concept

Brand Positioning Concept

Brand Positioning Concept

Enterprises seeking to gain competitive advantage are trying to add value to the products they offer to consumers. In order to be able to fulfill this demand, business brands can provide consumers with “positioning” of permanence. Positioning is an important tool to ensure the brand’s permanence in the consumer’s mind. The concept of positioning began in 1972 with the article “The Positioning Era” in the Advertising Age magazine. According to Jack Trout and Al Reis, who define the concept of position positioning, businesses in the direction of consumers’ expectations create a special and valuable place in the minds of consumers. When positioning, the business is focused on the consumer rather than on the product. In positioning, the enterprise tries to provide a significant and lasting place in the mind of the consumer of the mark. Brand positioning is the process by which a consumer perceives a particular brand as distinct from other brands.

Positioning is the focus of the consumer’s brand perception and choice.

Positioning consists of a communication program technique, which is mainly based on finding the focus gaps in the consumer’s mind. The Subway brand, which narrows its focus to the consumer mind, has become the fifth biggest brand among fast food chains in America with “submarine sandwiches”. Desiring to compete with Coca- Cola, Pepsi made it the second strongest brand by positioning its focal point as “younger” (Pepsi Generation) in the consumer mind.

Brand Positioning Tracking

Brand positioning monitoring (strategy) is very important for brand management. In terms of businesses, consumers have to be one of the first names that comes to their minds in brand selection and brand selection by providing a strategic positioning. The strategy implemented in management ensures that the business reaches the maximum level economically with the decisions taken. It regulates the relations of the operator with the environment and provides a competitive edge. Fast-food market leader McDonald’s, a competitive advantage, has shifted its strategy to consumers who eat their meals at home, without having to plan their strategy according to other businesses in the market. “You now deserve a cause today” has made an effective strategy for consumers with cingulate.

Because each marketing element will affect brand positioning, it is necessary to identify and use a major positioning strategy. The existing positioning strategy can provide support for marketing activities. With proper positioning, the business is increasing its preference and market share by consumers. Some of the international brands have become symbols on the market by choosing the right strategies. With brand positioning strategy, businesses can communicate with target consumers and show more benefits than competitors’ businesses.

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