Brand positioning is one of the most important concepts that is at the center of the marketing world. Brand managers, advertisers, even sales managers have started to do their strategy work according to brand positioning.
The concept of brand positioning has become so important that it has become synonymous with the concept of “brand creation”.
Brand positioning is a marketing strategy developed within the framework of the principle of presenting a brand for a certain segment of the market instead of the whole market and aiming to be in a more advantageous position in that segment than other brands.
In summary,
Brand positioning is that the brand creates a perceptible value in the minds of the consumer.
Brand positioning is the method that a company must use in order to sell the same or similar products that it produces or owns to different economic and social groups.
In Brand Positioning,
In order for the brand to be distinguished from its competitors, it must create a special place in the minds of the target consumer through advertising and marketing.
For brand positioning, the concept of target market is very important. Let’s not forget that, brand positioning is of great importance for the development of the brand.
Brand Value
Another issue we want to mention is that market conditions do not determine the price of the product, the price of the product is determined by the brand value of that product.
Creating and developing a brand in the eyes of the target audience is a very difficult and time-consuming configuration. This highlights how important brand positioning is. Brand positioning also increases brand awareness.
Companies need to be different from their competitors in the market while positioning their brands. In this way, brand positioning becomes more successful. In brand positioning, each brand has to determine its own strategy and act accordingly. For example,
Pepsi tried to gain value in the market by imitating Coca Cola in the first years it entered the market and wanted to emphasize its brand positioning. But it was not successful. Pepsi’s brand value decreased because it wanted to increase its sales in the market by imitating Coca Cola. But later, by changing its strategy, it destroyed this perception.
In brand positioning, the image of the brand is very important. Price, packaging, design, distribution, sales points, service and brand architecture are also factors that contribute to brand positioning.
Undoubtedly, brand positioning is also very effective in determining the brand price.
Correct brand positioning helps brands increase their target audience, while helping the brand to increase the brand’s value in the market. It also enhances the image of the brand.
What to do for Brand Positioning to Be Successful?
1.The physical and emotional characteristics of the products of the brand must be clearly shared with the target audience. This, in turn, is effective in strengthening your bond with your target audience and creating your brand perception in their eyes.
2.You need to make a demographic and psychological analysis of the segment you have chosen. This is one of the most important factors that increase the success of brand positioning.
3.What kind of path the competitor brands follow in the brand positioning act should be examined in detail.
4.In brand positioning, you need to determine your pricing for your product or products.
5.During your brand positioning, determining the sales points of your brand helps you increase your brand awareness.
6.One of the most important details you should not forget is that while performing your brand positioning, working with your brand’s name, logo and slogan will also increase your success in brand positioning. Because, each brand has a different character and the perception it creates in its target audience is different. The slogan and logo also emphasize brand awareness and brand positioning.
7.One of the details we want to mention is that brand positioning is a once determined and ongoing study. The more insistent the positioning, the more success it increases.
8.Diversity also facilitates the recognition of a brand. This ensures that the brand stands out from its competitors and takes place in the minds of its target audience. For this, difference and creativity are the points that should be mentioned in the brand positioning of the brands.
One of the challenges of brand positioning in the market is that people in the target audience, that is, in the brand segment, have difficulty in brand commitment. Therefore, it is very important to make the brand positioning correctly in order to take place in the perception of the target audience.
The more accurate the brand positioning is, the more accurately the brand can deliver the message it wants to convey to its target audience. That is, the right brand perception is made with the right positioning.
What is the Importance of Social Media in Brand Positioning?
With the increase in internet usage, social media channels have started to be used actively today. Social media channels are one of the platforms that contribute to online marketing. Undoubtedly, with the increase in the use of social media channels, online marketing has also started to develop. Online marketing is a much cheaper and easier-to-apply marketing method than traditional marketing.
Brands contribute to brand positioning with online marketing method. The activity of brands in social media channels is a very effective method in creating a brand positioning strategy. Thanks to social media channels, brands can deliver the message they want to give to their target audiences much more quickly and easily. This increases their brand awareness and improves brand loyalty.
It also emphasizes brand positioning by making it easier for target audiences to be in their minds. Apart from this, social media channels are also very effective in creating brand positioning strategies of brands.
In brand positioning, mass marketing has been replaced by more measurable marketing. In the concept of measurable marketing, social media channels are very effective.
Online media provides brands with two-way communication. In addition, it also emphasizes the brand positioning strategies of the brand by helping to strengthen the brand perception in the eyes of the target audience.
Another issue we want to mention is that with the right brand positioning, the brand increases its market share and increases its sales in the market. Undoubtedly, social media channels, when used effectively, help the brand to increase its market share and sales. We mentioned that online marketing contributes to brand positioning. With a correct brand positioning, brands can both outshine their competitors in the market and provide the opportunity to increase their market share.
As a result,
brand positioning is a very effective method that contributes to the development of brands, strengthens the perception of brands in the eyes of their target audience, and increases the bond between a certain segment of the market share. The impression that each brand wants to create in the market is different. Therefore, the more accurate the brand positioning is, the more it contributes to the strengthening of the brand image.
Being a brand means having a value. First, determine what you expect from social media as a brand. Decide what and how you want to present to your target audience. You need to be consistent when positioning your brand on social media. In this way, you can achieve your brand positioning more effectively.
Apart from that, social media is not just about Facebook and Twitter. You should also actively use other social media channels.
In order to contribute to your brand positioning, you should be careful not to talk too much about the brand on social media. In addition, the more you get people talking about the brand, the more successful your brand positioning will be. In addition, to increase the success of your brand positioning on social media, the more effectively you manage your social media communication, the more successful your brand positioning will be. So answer your audience’s questions and ask them new questions. The more you make them feel that you value them, the more your brand perception increases in their minds. This increases the success of your brand positioning and helps to increase the sales of your brand.
As a result, social media channels contribute to brand positioning. Also, as we mentioned earlier, the character of each brand is different. Social media channels contribute to brand positioning by revealing the brand’s character.
