{"id":662,"date":"2008-07-16T08:00:52","date_gmt":"2008-07-16T07:00:52","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=662"},"modified":"2021-01-04T13:19:53","modified_gmt":"2021-01-04T12:19:53","slug":"5-factors-of-brand-positioning","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/","title":{"rendered":"5 Factors of Brand Positioning"},"content":{"rendered":"

Last week, I wrote about how to break through branding clutter by defining your brand’s unique value proposition<\/a> then owning it in the the marketplace thereby establishing your brand’s position.\u00a0 Today, let’s take a look at the 5 main factors that go into defining a brand position.<\/p>\n

1. Brand Attributes<\/strong><\/p>\n

What the brand delivers through features and benefits to consumers.<\/p>\n

2. Consumer Expectations<\/strong><\/p>\n

What consumers expect to receive from the brand.<\/p>\n

3.\u00a0 Competitor attributes<\/strong><\/p>\n

What the other brands in the market offer through features and benefits to consumers.<\/p>\n

4.\u00a0 Price<\/strong><\/p>\n

An easily quantifiable factor – Your prices vs. your competitors’ prices.<\/p>\n

5.\u00a0 Consumer perceptions<\/strong><\/p>\n

The perceived quality and value\u00a0 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.?).<\/p>\n

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.\u00a0 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.<\/p>\n

Do you use any other factors in your brand positioning definition process?<\/p>\n

Image: <\/em>Flickr<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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.\u00a0 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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[311,310,100,139,269],"class_list":{"0":"post-662","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-planning","8":"tag-brand-positioning","9":"tag-brand-strategy","10":"tag-marketing-strategy","11":"tag-positioning","12":"entry"},"yoast_head":"\n5 Factors of Brand Positioning<\/title>\n<meta name=\"description\" content=\"5 steps to defining your brand's position in the marketplace.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Factors of Brand Positioning\" \/>\n<meta property=\"og:description\" content=\"5 steps to defining your brand's position in the marketplace.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2008-07-16T07:00:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-04T12:19:53+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.corporate-eye.com\/blog\/images\/logo.gif\" \/>\n<meta name=\"author\" content=\"Lucy Nixon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucy Nixon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/\"},\"author\":{\"name\":\"Lucy Nixon\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\"},\"headline\":\"5 Factors of Brand Positioning\",\"datePublished\":\"2008-07-16T07:00:52+00:00\",\"dateModified\":\"2021-01-04T12:19:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/\"},\"wordCount\":210,\"commentCount\":21,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"keywords\":[\"brand planning\",\"brand positioning\",\"brand strategy\",\"marketing strategy\",\"positioning\"],\"articleSection\":[\"Brand\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/\",\"name\":\"5 Factors of Brand Positioning\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"datePublished\":\"2008-07-16T07:00:52+00:00\",\"dateModified\":\"2021-01-04T12:19:53+00:00\",\"description\":\"5 steps to defining your brand\\\\'s position in the marketplace.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"5 Factors of Brand Positioning\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\",\"name\":\"Lucy Nixon\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g\",\"caption\":\"Lucy Nixon\"},\"description\":\"Lucy is Editor at Corporate Eye\",\"sameAs\":[\"http:\/\/www.corporate-eye.com\",\"https:\/\/x.com\/lucynixon\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"5 Factors of Brand Positioning","description":"5 steps to defining your brand's position in the marketplace.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/","og_locale":"en_US","og_type":"article","og_title":"5 Factors of Brand Positioning","og_description":"5 steps to defining your brand's position in the marketplace.","og_url":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/","og_site_name":"Corporate Eye","article_published_time":"2008-07-16T07:00:52+00:00","article_modified_time":"2021-01-04T12:19:53+00:00","og_image":[{"url":"http:\/\/www.corporate-eye.com\/blog\/images\/logo.gif","type":"","width":"","height":""}],"author":"Lucy Nixon","twitter_card":"summary_large_image","twitter_creator":"@lucynixon","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Lucy Nixon","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/"},"author":{"name":"Lucy Nixon","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2"},"headline":"5 Factors of Brand Positioning","datePublished":"2008-07-16T07:00:52+00:00","dateModified":"2021-01-04T12:19:53+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/"},"wordCount":210,"commentCount":21,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"keywords":["brand planning","brand positioning","brand strategy","marketing strategy","positioning"],"articleSection":["Brand"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/","url":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/","name":"5 Factors of Brand Positioning","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"datePublished":"2008-07-16T07:00:52+00:00","dateModified":"2021-01-04T12:19:53+00:00","description":"5 steps to defining your brand\\'s position in the marketplace.","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/5-factors-of-brand-positioning\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"5 Factors of Brand Positioning"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2","name":"Lucy Nixon","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/538dc739f95aa5a2fd75d054808b18b2afa37a9282a7a8f87001a77dc128d759?s=96&d=identicon&r=g","caption":"Lucy Nixon"},"description":"Lucy is Editor at Corporate Eye","sameAs":["http:\/\/www.corporate-eye.com","https:\/\/x.com\/lucynixon"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/lucy\/"}]}},"modified_by":"Lucy Nixon","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/662","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=662"}],"version-history":[{"count":3,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/662\/revisions"}],"predecessor-version":[{"id":52079,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/662\/revisions\/52079"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=662"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=662"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}