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Brand Positioning

Brand positioning is what the marketer wants the customers to know about the brand in contrast to what they already know. Positioning is an attempt to style the company’s offering and image so that is gets a distinct place in the mind of the intended customer.

Points of Difference

Points where a business is claiming superiority or exclusiveness over other products in the category. POD are attributes or benefits that consumers strongly associate with a brand positively evaluate and believe they could not find to the same extent with a competitive brand.

Superior brands may have more than one point of difference. Such as Apple (easy to use, design etc.).

The following three criteria determine whether a brand association can truly function as a POD-

1. Desirable to consumer

It should be considered that the positioning reflect characteristics of a business’s brand that the community would want. It isn’t enough just to be different—the positioning should show that the product is different in a way that people would value. Consumers must see the brand association as personally relevant to them. Consumers should be convinced regarding the benefits of the product.

The Westin Stamford hotel in Singapore advertised that it was the world’s tallest hotel, but a hotel’s height is not important to many tourists.

2. Deliverable by the company

The product design and marketing offering must support the desired association.

If a brand can’t deliver on the positioning, it won’t feel authentic to your brand community and may actually do some damage if people perceive it as false or misleading.

3. Differentiated from competitors?

The positioning distinguish the brand from everyone else in the competitive frame of reference. Even if the positioning is desirable and deliverable, if it is indistinguishable from the positioning of the competitors it won’t be effective. Target consumers must find the POD distinctive and superior....