6 examples of brand positioning to inspireApr 16, 2019 48913 views
In times of globalized economy and increasingly competitive markets, it is critical to establish a brand positioning, the place that the company wants to occupy in the hearts and minds of its target audience. Positioning is basically the union between Segmentation and Differentiation. In other words: positioning a brand is occupying a differentiated position at the head of a specific market segment; if the company does not offer something different, consumers see no reason not to opt for competition. However, it is worth noting that brand positioning is not an act, but a continuous process. In addition, the advantages and differentials offered need to be relevant to the target audience; it is necessary to know how to incorporate technical qualities and subjective values.
One of the most remembered examples of brand positioning is that of Pepsi refrigerant. Aware that Coca-Cola, its biggest rival, is the leader in this segment, Pepsi incorporated that public perception and launched the campaign "Just Pepsi, may it be?". The brand has taken advantage of the fact that it is the "second option" of Brazilians. By adopting this positioning from an image already established in the minds of consumers, Pepsi has been able to boost its sales and increase profitability. To better understand how this works in practice, here are six examples of successful brand positioning.
1 - Coca-Cola
When it comes to brand positioning, Coca-Cola is one of the most successful examples. Number one in its segment, it is no wonder that the company survives more than 125 years in the market. In its many campaigns, such as "Open Happiness", "The Coca-Cola side of life" and "Drinking a Coke with", the brand has always relied on values such as Friendship, Happiness, Joy, Sharing, Unity and Fun to position. The positioning of the brand promotes engagement among its consumers, encouraging them to share moments and experiences.
2 - Dove
The positioning of the Dove brand against the competition is very well defined. Their most recent campaigns have appealed to the appreciation of women's natural beauty. Through a discourse focused primarily on emotional aspects, Dove was able to get the audience to identify with the message. An example of this is the "Real Beauty" campaign, in which women were called to describe themselves to a professional portraitist who designed them. Then a person whom these women had known quickly before the action described them to the portraitist who ended up drawing much prettier women from the description of other people.
3 - McDonald's
Present in more than 117 countries, McDonald's adopts a positioning strategy based on four complementary concepts: segmentation, experimentation, adaptation and innovation.
This is because each country presents different cultural specificities and demands.
Thus, the brand can understand the preferences and needs of consumers in each region and offer them the best possible experience.
According to the company's website:
"Who We Are: Our formula for success lies in quality. Service, cleanliness and value. A leader in the fast food service segment, McDonald's stands out for the quality of products and "
4 - Apple
Apple is positioned as a brand that offers elegance, luxury and exclusivity. This is perceived in your products, services, web site and also in Apple Stores. Today, the company dominates the technology market. Your positioning serves as the basis for all your marketing campaigns.
5 - Starbucks
Starbucks' positioning is focused on the consumer experience. One of its great balconies was to write the client's name on the glass when it came to delivering his drink, which became part of the brand's culture and generated millions of posts in various social networks. What the brand wants is to make the simple act of buying a coffee as pleasant as possible.
For this, the company has relied on technology to be its ally. An example of this is the possibility that the customer has to make their request through the mobile phone through an application. Thus, the consumer optimizes his time and can choose more calmly what coffee he will take. The customer experience is improved, reinforcing the positioning of the company.
6 - Amazon
To close our list of brand positioning examples, we selected Amazon, one of the world's leading e-commerce companies. Its positioning is based on the relationship with the customer and the shopping experience as a whole. In addition to offering advantages such as low price and agility in delivery times, the company gives its consumers the freedom to say whether they like the product or not.