The current market situation is such that one segment is quite capable of positioning based on superiority, while for another it is unacceptable. In any case, the choice of this strategy should not be questioned. To do this, it is necessary to make sure that the statement “the most” in relation to the product or brand is indisputable and justified.
Here are some examples: the thinnest laptop Acer, the oldest brand Prada, etc.
Positioning by superiority
Excellence can be in anything. It is paytm database important to understand how this excellence affects the target audience. Does it contribute to strengthening the brand? If this is definitely the case, the strategy can and should be implemented.
Evangelist Strategy
Let's start with examples: architect Zaha Hadid (architectural bureau of the same name), Vitalik Buterin (Canadian programmer of Russian origin, co-founder of Ethereum), Ma Yun (creator of Alibaba Group).
Evangelist Strategy
All these people are called evangelists. Each of them is the face of the brand. This method of positioning gives a truly powerful effect. Thanks to charisma and maximum commitment to the cause, the evangelist elevates his brand in the minds of followers to the heights of adoration.
However, there are pitfalls here too. Even without considering the financial and management aspects, a serious test for the brand may arise in the event of the departure of the evangelist. After all, successors will need at least the same charisma to continue to broadcast the ideas previously embedded in the brand. There is an alternative, when a new ideological policy is formed. But in this case, it is necessary to re-convince the target audience of it.
How to Choose a Brand Positioning Strategy
Before choosing a ready-made strategy or developing your own, you will need to decide on several important points:
Characteristics of a trade mark , its values and ideas.
Associations that arise in the target consumer when the brand is mentioned. Various reviews and responses on the Internet will help here.
Characteristics of the target audience . It is necessary to find out the desires, goals and values of the potential client. For this, the results of social surveys are used, the existing client base is studied.
A list of needs that the brand satisfies.
Description of competitors. It is necessary to identify the main rival companies, determine their distinctive features, as well as advantages and disadvantages. To do this, you will need to study the principles of positioning and brand promotion of each competitor. Try to find out what associations their brands evoke in customers. Discussions on social networks and specialized forums will help you here. It is also useful to use the services of a mystery shopper.
Specific benefits for customers from using the product . Of particular importance are the unique qualities of the brand that competitors do not have.