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18 Sep 2014

What is the meaning of Brand Positioning?

Brand Positioning also called as Unique Selling Preposition. 
Brand Positioning is how a product is perceived in the mind of consumer in relation to competitors’ brand in the market. Positioning is act of placing a company’s brand in consumers’ minds over and against competitors in terms of characteristics and benefits that the brand does and does not offer
Attribute or Benefit
Quality and Price
Use or User
Competition
According to Phillip Kotler, “Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.” An ape the definition by Ries and Trout, “Positioning starts with the product….But Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect.”
Firms can position on the basis of:
Attributes attached with product or service
High-tech image of company
Benefits
Category of user using this product
Comparison with competitors
Entire range of services

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