Post by account_disabled on Mar 6, 2024 0:26:03 GMT -5
Positioning is the sum of perceptions that users have about a brand that distinguish a company from a competitor. It is a key concept in how companies compete in an increasingly competitive and saturated market. Surely, this is the concept most used in business language and it is a key objective for a marketing or brand management manager . Positioning is the mental space that a brand occupies in the minds of its users. And it is the best lever to distinguish a brand from the competition, with the certainty that products and services are increasingly similar. Consequently, positioning, competitiveness and brand strategy are three closely linked concepts. In this post we analyze this concept, we will list the benefits, we will explain what elements it has and we will give some key examples in brand positioning. Positioning concept: what is it, what is its origin and what benefits does it have? The central idea of positioning was put forward by Al Ries and Jack Trout in a classic book on marketing. And it's a concept that has made such a fortune that it has become central to the way businesses around the world are run.
Why is this concept so important? All markets in the world are increasingly competitive, saturated with supply and information, with situations of chaos or uncertainty in purchasing decision making, with products and services with homogeneous functionalities and prices.The concept of Ries and Trout seeks to give a response to this challenge. That was its origin: positioning a product, service or company in the minds of users. The classic definition of positioning describes that it is the set of perceptions that users have of a brand. That is, the place it occupies in your mind. That is why the word Industry Email List positioning is used, because it describes a place. At the same time, positioning does not have to do with what a company transmits to the market, but with what users recognize about that company. brand positioning It is not a question of emission, but of perception. And here is the real challenge of brand positioning: it is more difficult to manage because, in reality, the company can only provoke a certain positioning, but not create it.
The company can act and communicate to strengthen or qualify certain attributes that are considered positive for the business and that distinguish it from the competition. The relevance of this positioning concept means that it is sometimes confused with other key branding terms, such as brand awareness (which is not positioning, but brand memory), brand image (which is not positioning, but projection of the attributes of the brand). identity) or reputation (which is not positioning, but prestige). Nor is it, although they are connected concepts, a brand experience. Brand positioning is deployed on three perspectives: functional , symbolic and experiential . From a functional perspective, positioning seeks to solve a problem or pain point of its users. In the symbolic prism, brand positioning seeks to improve the self-image of its users, often enriching the ego or encouraging belonging to a certain group. In the experiential prism, positioning promotes significant sensations and knowledge The central idea of positioning is that if we can differentiate a brand from the rest in the mind of a user, it will be easier for them to choose it from the competition when contemplating a purchase.
Why is this concept so important? All markets in the world are increasingly competitive, saturated with supply and information, with situations of chaos or uncertainty in purchasing decision making, with products and services with homogeneous functionalities and prices.The concept of Ries and Trout seeks to give a response to this challenge. That was its origin: positioning a product, service or company in the minds of users. The classic definition of positioning describes that it is the set of perceptions that users have of a brand. That is, the place it occupies in your mind. That is why the word Industry Email List positioning is used, because it describes a place. At the same time, positioning does not have to do with what a company transmits to the market, but with what users recognize about that company. brand positioning It is not a question of emission, but of perception. And here is the real challenge of brand positioning: it is more difficult to manage because, in reality, the company can only provoke a certain positioning, but not create it.
The company can act and communicate to strengthen or qualify certain attributes that are considered positive for the business and that distinguish it from the competition. The relevance of this positioning concept means that it is sometimes confused with other key branding terms, such as brand awareness (which is not positioning, but brand memory), brand image (which is not positioning, but projection of the attributes of the brand). identity) or reputation (which is not positioning, but prestige). Nor is it, although they are connected concepts, a brand experience. Brand positioning is deployed on three perspectives: functional , symbolic and experiential . From a functional perspective, positioning seeks to solve a problem or pain point of its users. In the symbolic prism, brand positioning seeks to improve the self-image of its users, often enriching the ego or encouraging belonging to a certain group. In the experiential prism, positioning promotes significant sensations and knowledge The central idea of positioning is that if we can differentiate a brand from the rest in the mind of a user, it will be easier for them to choose it from the competition when contemplating a purchase.