Brand positioning is the process of differentiating one brand of product or service from another within the competitive marketplace.  There is both a physical and mental aspect to effective brand positioning.  The physical aspect involves the showcasing of a single or small set of truly unique product features that sets your product apart from the competition.  The mental aspect deals with how a product/service is positioned in consumers’ minds. 

With an ever-increasing number of competitive offerings and product/service parity, consumers are finding it more and more difficult to distinguish between the subtle differences in the physical features of products/services.  It therefore becomes necessary to focus marketing efforts on the mental position of the product/service by also analyzing features or attributes consumers think are important in conjunction with what they say are important. 

Through the BrandWork™, process it is possible to answer the following questions:

1. What attributes specific to a product/service category are important to consumers and/or potential consumers?

2. How does our brand perform on the important product/service attributes?

3. What do we need to improve first in order to make our brand stand out?

4. How are we perceived in consumer’s minds relative to our competitors?

5. Which competitors are in our ‘competitive set’ – our most closely related competitors?

6. Which attributes best describe each brand and discriminate between brands in consumer’s minds?

Using BrandWork™, marketers can develop a comprehensive positioning strategy for a product/service within a sound conceptual framework.  This strategy will provide the needed leverage to stake out and hold a position both in the physical and mental marketplace.

Click here to open a full description of the BrandWork™ process. (.pdf file)

The Marketing Workshop, Inc… 
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