5 Factors of Brand Positioning
July 16, 2008
Last week, I wrote about how to break through branding clutter by defining your brand’s unique value proposition then owning it in the the marketplace thereby establishing your brand’s position. Today, let’s take a look at the 5 main factors that go into defining a brand position.
1. Brand Attributes
What the brand delivers through features and benefits to consumers.
2. Consumer Expectations
What consumers expect to receive from the brand.
3. Competitor attributes
What the other brands in the market offer through features and benefits to consumers.
4. Price
An easily quantifiable factor – Your prices vs. your competitors’ prices.
5. Consumer perceptions
The perceived quality and value of your brand in consumer’s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?).
Take some time to create a thorough picture of the current market and how your brand fits in that market to determine your brand’s current position. If that’s not the position you want for your brand, take the necessary steps to change it based on the gaps defined when you analyzed the five factors above.
Do you use any other factors in your brand positioning definition process?
Image: Flickr
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This post was written by Susan Gunelius.
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10 Responses to “5 Factors of Brand Positioning”
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Dear Susan,
I’m making my undergraduate thesis, taking brand positioning as my topic. It is about the phenomenon of The Body Shop Indonesia. In other countries, such as US, UK, Singapore, Australia, The Body Shop is a mass brand. While in Indonesia, it is associated with Premium brand. My objective is to know why this phenomenon could be happened.
Things that I’d like to ask are, Can Brand Positioning be defined as the market position of the brand ? Which contains of economic, mass, and premium brand ?
Coz, what i’ve already found, there’s no article said that Brand Positioning is about the brand position; econmic, mass, or premium brand. I found brand positioning is about image or identity of the brand, that is delivered into the mind of public.
What i’ve found, defined that “The Body Shop is a cosmetic brand with natural ingredients” or The Body Shop is a company with social and environment values”. None of them said that the body shop is a mass or prestige brand, as its brand positioning.
On my case,(mass, economic, prestige brand), is it brand positioning ?
what is brand positioning contains of ?
Can I say, premium brand is the brand positioning of The Body Shop Indonesia ?
Would u please help ? I do really need your advise.
I must say that Brand Positioning means positioning of brand in the mind of customers. We can’t change the product but we can change the brand position in the mind of customer.
in my view brand positioning is that one descriptive sentence or slogan the company is known for or that one specific idea that first comes to our mind when we see or hear some brand name
i agree to what she has to say. it would be great if she can talk about it in details. it would be of great help all marketing students.
I THINK BRAND POSITIONING IS POSITION OF THE BRAND IN THE MARKET ALL THE PRODUCT HAVE HIS OWN VALUE IN THE MARKET JUST LIKE NOKIA,AIRTEL HAVE VALUE IN INDIAN MARKET .IF ANY PRODUCT HAVE GREATER QUALITY THEN HIS COMPETITIOR THEN HE LEAD INDIAN MARKET.
put semply, Brand Positioning is how a product appears in relation to other products in the market.
I’m a student doing IB in S.V.K.M International School in Mumbai. I am doing an internal assessment on Videocon’s new strategy of ‘Experience Change’ and has done brand re-positioning. So can anyone please help me with it.
Thank you.
I am Peerzada Musadiq from Dangiwacha, Rafiabad, Kashmir. I think positioning of a company-brand is how it is percieved by the buyer in comparison to the other positioned brands of the competitors.
Please clarify me on pesticide product positioning, i know the target market, and I wana know more about the positioning of my product with more innovation and attraction, i mean branding activities to make my product identified than other competitions.
I am a student,doing mba from jaypee business school noida 62.I am fully agree by this five factors of brand positionning.
Thanks