Branding and Positioning
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Branding and Positioning

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This topic contains 3 replies, has 2 voices, and was last updated by Avatar of Robert Robert 4 years, 11 months ago.

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  • #4728
    Avatar of joancox
    joancox
    Member

    What is the difference between branding and positioning? I find this very confusing.

    #4731
    Avatar of Robert
    Robert
    Member

    Your brand is not your logo, your letterhead or your website. Your brand is your company’s identity It’s the way the public perceives you. Your brand is a perception about your company, your products and your services that exists in the consumer consciousness.        
     
    Positioning your business depends on how the “idea” of your business is communicated to a target market. Positioning is about creating a position for your company on the business spectrum and communicating that position, even if you haven’t yet attained it. Your position is the place you occupy in your chosen market.  Once your brand is established you can go about positioning the company through various marketing techniques designed to establish your position.

    #4883
    Avatar of joancox
    joancox
    Member

    Can you give me an example of a positioning campaign?

    #4884
    Avatar of Robert
    Robert
    Member

    There have been some exceptional positioning campaigns in the annals of corporate advertising. For example, car rental company Avis intentionally positioned themselves as the number two auto rental company. They were not Hertz (The number one car rental company), they were number two and proud of it. Avis said “We try harder” – a brilliant positioning strategy because everyone loves an underdog. Avis not only owned the position they created, they ultimately passed Hertz and became Number One. Even after dominating the market, Avis maintained the position, We’re Number Two because they knew it worked for them.
    Another great example is soft drink company 7-Up’s long battle with Coke and Pepsi. They struggled because they could never get the sales numbers they felt were needed against the two colas. They came up with the genius strategy 7-UP – The UnCola. The majority of consumers bought one of the two cola drinks. By using the word “cola” to describe 7-UP, they were putting the idea of cola front and centre in the minds of soft drink buyers. When people thought of 7-UP, the word cola sprang to mind. The positioning campaign succeeded and 7-UP managed to up their numbers considerably next to the two colas.
    Pizza Pizza positioned itself with a phone number. When you thought of pizza, a phone number popped into your mind, even if you were buying from one of their competitors. Again we see another very creative and potent positioning campaign. 967-1111, It makes you want to call the number and order a pizza.
     
    Hope this helps…

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