Choosing a Brand Positioning Strategy Using an Example
Posted: Thu Jan 23, 2025 3:39 am
Let's take the fictitious brand "Sparrow" as an example. The company answered all six questions. The answers were as follows:
The company creates unique gift packaging using kraft paper.
The brand is aimed at consumers who want to stand out with gifts given at various festive events. This is a fairly narrow niche, simplifying the positioning of the trademark.
The audience is characterized by a desire for originality and creativity.
Direct competitors in St. Petersburg are Best Holiday and LSH.
The company offers a wide range paytm database of designer gift paper. The offer is generally 20-30% more expensive than the market average. There are mobile points.
Main competitive advantages: you can order a custom design; points of sale are located in residential areas; packaging for companies is also offered.
The company's products are made by gifts that are original, with individual designer drawings. This emphasizes the importance of gifts, the creativity of the giver and his/her thoughtfulness.
The best way to position yourself here is by benefit . Using packaging from Vorobyov, the buyer is guaranteed to create a unique gift. Another benefit is that the recipient of such a gift will appreciate the originality and sensitivity of the giver.
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"Cross-marketing: 5 examples and 8 mistakes"
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Stages of brand positioning
The chosen positioning strategy will give the maximum result if you analyze the brand's market segment beforehand. In doing so, you need to determine the most important product characteristics for the audience.
Next, channels of interaction with consumers are selected. This can be brand positioning in social networks, instant messengers, through mailings, etc. The process of developing a strategy can be conveniently divided into stages:
Analysis of competitors and their offers, assessment of the strengths and weaknesses of these companies.
Study of the target audience, its segmentation.
Analysis of audience attitudes towards direct competitors.
Defining the distinctive qualities of a brand that will help it stand out from its competitors and attract the attention of potential customers.
Creation of a positioning plan, including the development of an advertising campaign, design, and other elements that help increase brand recognition and create the desired image.
In addition, it is necessary to set a target KPI value and periodically monitor this indicator as a result of marketing ac
The company creates unique gift packaging using kraft paper.
The brand is aimed at consumers who want to stand out with gifts given at various festive events. This is a fairly narrow niche, simplifying the positioning of the trademark.
The audience is characterized by a desire for originality and creativity.
Direct competitors in St. Petersburg are Best Holiday and LSH.
The company offers a wide range paytm database of designer gift paper. The offer is generally 20-30% more expensive than the market average. There are mobile points.
Main competitive advantages: you can order a custom design; points of sale are located in residential areas; packaging for companies is also offered.
The company's products are made by gifts that are original, with individual designer drawings. This emphasizes the importance of gifts, the creativity of the giver and his/her thoughtfulness.
The best way to position yourself here is by benefit . Using packaging from Vorobyov, the buyer is guaranteed to create a unique gift. Another benefit is that the recipient of such a gift will appreciate the originality and sensitivity of the giver.
Read also!
"Cross-marketing: 5 examples and 8 mistakes"
Read more
Stages of brand positioning
The chosen positioning strategy will give the maximum result if you analyze the brand's market segment beforehand. In doing so, you need to determine the most important product characteristics for the audience.
Next, channels of interaction with consumers are selected. This can be brand positioning in social networks, instant messengers, through mailings, etc. The process of developing a strategy can be conveniently divided into stages:
Analysis of competitors and their offers, assessment of the strengths and weaknesses of these companies.
Study of the target audience, its segmentation.
Analysis of audience attitudes towards direct competitors.
Defining the distinctive qualities of a brand that will help it stand out from its competitors and attract the attention of potential customers.
Creation of a positioning plan, including the development of an advertising campaign, design, and other elements that help increase brand recognition and create the desired image.
In addition, it is necessary to set a target KPI value and periodically monitor this indicator as a result of marketing ac