Brand Positioning is basically placing your “Brand/Product” in your targeted customers base “mind” by creating association/distinctions. The most important factor here is the “USP” and it true benefits in users mind. Equally important is your ability to provide the proof about the benefit in the users mind. Don’t get confused with “mind share” and “wallet share” terms. Both of these are actually a way to measure effectiveness of Brand/campaigns effectiveness. Marketers will run a campaign to improve your Brand awareness in the market to build association/distinctions, which can be measure by mid share/wallet share !
the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. : Kotler
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An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brand value. credit: equibrand
credit: equibrand
For example if NIKE runs their campaign they will talk about active life/sports etc. And when ecom companies says “India Ka Fashion Capital” then you should know, they are placing their fashion category in that way. And think about Amazon when they say “largest selection of products on the earth”! Now this may sound as a very easy job? It is not because a successful Brand Positioning it is important to maximise all three things together ie. Brand relevance, USP and Proof/Credibility.