The
Positioning
One of
the main factors to achieve brand success in the competing current
markets is a correct positioning. Positioning is a place that a brand
occupies in the mind of the consumer related to its competitors.
Therefore,
positioning:
Is
about the consumer's mind. How to find in the mind's map a product
or brand. The position a brand occupies is in the consumer's mind.
.
In
relation to the competitors. Consumers place the products, some
relating to others. We think of Coca Cola as the real coke, whereas
Pepsi is the younger version, the alternative brand.
Consumers
place products in their minds according to an attribute or a few
fundamental attributes.
The
brand that has an important and valued position has a big competitive
advantage compared to their competitors.
For example,
many consumers have it in their minds that Ferrari is the authentic
luxury sports car. If we ask people to name a safe car, many people
in Europe would reply with Volvo. Therefore, Volvo has gained the
position of being a safe car. In Spain, many identify take away pizza
with the brand Telepizza.
The washing
up liquid Fairy has a very high position in the minds of people compared
to other products of its kind. Its adverts which show that one of
its bottles can wash many more plates than its competitors reinfororce
its positioning.
The brand
Sanchez Romero Carvajar has the position of having the best jamón
serrano. Its adverts which talk about food and the natural life of
its pigs reinforce its position.
Many textiles
companies in developed countries disappeared when labour costs increased.
The brand Mayoral has succeeded positioning itself as providing designer
clothes for kids.
Toothpaste
brands offer great examples of positioning. A toothpaste brand can
be positioned as:
A special
brand which prevents against fillings.
Another
possible positioning is to be a whitening paste especially designed
for smokers
Or be
a toothpaste especially for children and on the packet use Disney
characters and a soft flavour.
A brand
that freshens the mouth and fights bad breath. Important if you
are about to go on a date.
In the
next example, the brand AquaFresh is trying to position itself as
a toothpaste that gives good fresh breath.
The
previous advert was taken from PortalPublicitario.com.
