>> Brand Positioning Strategies

Positioning is vital to the success of a product on the market. Together with branding, it determines whether or not the product succeeds.

So, what exactly is positioning anyway, and how does it differ from branding?

Simply put, positioning is about facts, and branding is about emotions.

Positioning refers to the objective characteristics and benefits of a product that will appeal to a specific group of consumers. For example, a new yogurt-based drink that provides essential nutrients might be positioned as a nutritious meal-replacement product. It is a fact that the drink is nutritional and can serve as an alternative to a sit-down meal.

Branding refers to the thoughts and feelings consumers have toward that product. When a consumer sees the product at the grocery, what is the immediate reaction?

• There’s that great-tasting beverage I love to drink for lunch?

• I felt so invigorated when I drank “Brand Name” for breakfast?

• That afternoon in class when I had “Brand Name” as a snack I got a great grade on my test! I need that kind of power food!

  
  

These are emotional responses to seeing the branded packaging of the product on the grocery shelf or on an Internet store’s Web site.

Total Media Source will develop a joint positioning and new-product branding strategy for your products that makes them attractive and memorable to the consumers your organization would like to reach.

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