What is Brand Positioning Part Three

The Positioning Process

In positioning, 4 steps need to be followed. These are; 

1. Understanding the context, which space are you playing in? 

2. Find out what makes the brand different. 

3. Be legitimate, Nike delivers what it promises, quality to help you “Just Do It”. 

4. Communicate the difference 

Nike’s positioning has been key in how they have taken over a valued and distinct place in the customer’s mind. Also, the brand has successfully influenced us to think of it as a performance and winning brand. For effective and competitive brand positioning, there are two mandatories;

– Define and communicate the competitive frame of reference 

– Choose and establish their points of difference (differentiation) and points of parity (similarity). 

Brand positioning is a very important element within the brand building, it is important to get a more in-depth study on brand positioning and how to perform it. 

By shaping consumer preferences, brand positioning strategies are directly linked to consumer loyalty, consumer-based brand equity, and the willingness to purchase the brand.

Effective brand positioning can be referred to as the extent to which a brand is perceived as favorable, different and credible in consumers mind.