brand positioning framework

the sum of those three becomes unique to your business, and as a result, your customers carve out a place for you in their minds. depending on the nature of your offering and industry, your positioning and messaging will vary. a convenience-based positioning strategy highlights why a company’s product or service is more convenient to use than the competition’s. a differentiation positioning strategy relies on a product’s uniqueness or innovative qualities in comparison to the traditional competition. you can also position your product as the solution to a pervasive problem. now that you have an idea of the few approaches you can take, it’s time to create a positioning plan that establishes your brand as the friendliest, the most convenient, the cheapest, or simply the best choice compared to other brands. personalities can and should be nuanced in order to distinguish your brand from the competition.

this is what makes your brand unique — and it’s the perfect starting point for positioning your brand in the market. with a strong brand position, the differentiating properties of your company’s offering should be easy to understand and refer to. a brand positioning map consists of attributes that are important to your target audience. tinder’s positioning strategy is leader-based; the brand uses its established history and popularity to compel people to join. spotify is known for its high personalization, whereas apple music is known for a more premium song selection and, of course, the high-quality apple brand. while it’s not uncommon for personal money-lenders and borrowers to use both platforms, there is a preference for one over the other based on their brand positioning strategies. although the brand isn’t brand new, it’s one of the youngest players in the industry and is giving seasoned competitors like bowflex a serious reason to sweat. use the brand positioning strategies and frameworks outlined in this article to place yourself in the sweet spot of your target market.

but the business value of these maps is limited because they fail to link a brand’s market position to business performance metrics such as pricing and sales. the company then conducts a survey to collect data on consumers’ perceptions of the brand’s centrality and distinctiveness (scored on a 0–10 scale). (see the exhibit “c-d maps for cars and beer.”) brands in both are broadly distributed, showing that it’s possible to effectively compete across a wide range of positions—even, surprisingly, with brands that are neither central nor distinctive. the low share of sales of brands in this quadrant (about 2% to 4%) suggests, as you might expect, that this is a niche strategy. a one-point increase in centrality in the beer category was associated with a reduction in retail price of about $1.10 for a 12-pack.

but because of their heft, they can shape markets and consumer preferences more adeptly than brands in the other quadrants can. still, this can be a viable position for brands with business models that call for low marketing and innovation costs—such as generic or private-label players in the pharmaceutical and grocery industries. their business models must be designed for profitability at low volumes, as those of mini and dos equis are, or their position in the quadrant must be a stepping-stone for greater centrality. for instance, it may come as a surprise to managers of the lincoln brand that their brand is closer to chrysler than to cadillac in consumers’ minds. which quadrant a brand occupies on the c-d map reflects the firm’s strategy, capabilities, and the nature of the market, but that position isn’t set in stone.

in this post, you’ll learn the framework for successfully positioning a brand within your ideal market. below are the high-level topics using the tool, marketers can determine a brand’s current and desired position, predict its marketplace performance, and devise and track marketing strategy and brand positioning framework — what you need 1. competitor identification and research 2. competitive differentiation — what makes your brand, brand positioning framework example, brand positioning framework example, brand positioning model, brand positioning template, how to measure brand positioning.

this powerful tool (a brand positioning framework of messages) consists of a positioning statement, supporting key messages, proof points the “brand positioning statement” is a short strategic document that synthesizes the value that the brand would bring to a particular market segment. unlike vbbp, or value-based brand perception framework, is a great strategy for streamlining your company’s branding and brand positioning., brand positioning importance, brand positioning statement.

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