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BRAND POSITIONING AND THE RATIONALE FOR NEW POSITIONING

When looking at brand issues and opportunities, companies must focus on brand positioning and the rationale for new positioning. The category frame of reference gives insight into what is the competitive context. It also helps firms to decide which product category the brand will be associated with. The positioning statement in organizations communicates your brand’s unique value to your customers in relation to your main competitors. There are four essential elements of a best-in-class positioning statement are target customer, market definition, brand promise, and reason to believe. Additionally,  it helps to come up with the brand positioning strategy. It requires information on customer wants, a competitive edge, and a need to gain potential customers’ trust.
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BRAND PERSONALITY, VALUES, AND MANTRA

In creating the positioning statement, the elements of brand personality, brand values, and brand mantra are crucial. Brand Personality is the set of human traits/characteristics assigned to the brand. Brand core values help firms to make better decisions as well as building stronger relationships. Core values also guide the brand positioning strategy. Therefore,  maximizing brand value will maximize customer relevancy and competitive distinctiveness. A brand positioning strategy should clearly define the target customers. The brand mantra is the brand essence or brand promise. It entails all brand issues and opportunities. Lastly, great brand mantras represent everything a brand is and will ever be.

BRAND POSITIONING STRATEGY AND TYPES OF POSITIONING

The main brand positioning strategy objectives include relevance, differentiation, and credibility, and attainability. It is essential to deliver these objectives at once. Optimizing enhances the development and evaluation of alternative positioning concepts. All these must also align with the positioning statement. There are different types of brand positioning. Some include lifestyle positioning, the problem solver, parent brand, product-specific, and feature specific branding. They encompass various brand issues and opportunities. To remain successful, the brand positioning process must include continuous evaluation of the market and target customers. This is because generally, with brands, people focus on benefits or values.
Read more of brand positioning strategy and types of positioning at 

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