No amount of marketing will be fruitful if there is no solid foundation of “ WHY .” You have a flawless brand strategy when you can identify who you are , what you do , why you do it , how to do it , when to do it , and for whom you do it .
BRANDING
7 Bs Of Branding
By Poppy Lydia Sello
# 1 : Brand Positioning
A brand is made up of various strategic components that allow it to function . These components must be serviced and continuously improved for a brand to operate to the best of its ability . Brand Positioning is a marketing strategy that helps businesses differentiate themselves from competitors . It is the space that a brand controls in the mind of a customer and how it differentiates itself from competitors . For example , whenever you ask an elderly member what beverage they want ( o batla drinke efe ntate ?), in most , if not all instances they ’ d respond , “ O ntlele Coke .” In their minds , the first brand they think of when you say “ drink ” is Coke .
This goes to show that Coca Cola has succeeded in positioning itself in their mind . There are different types of brand positioning strategies , and each is determined by an organisation ’ s strategy . As the strategy changes , so should brand positioning strategy .
Positioning of high quality
A brand marketing technique that focuses on positioning themselves by quality . Consumers want to know that your products and services are dependable , longlasting and cost effective . An example is
Tesla . Their vehicles are expensive , but they are also highend brands . Therefore , their branding emphasises the quality of their vehicles rather than the price of their vehicles .
Positioning based on price or quality
The psychological effect of value is created by a high-priced item whilst the benefits
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No amount of marketing will be fruitful if there is no solid foundation of “ WHY .” You have a flawless brand strategy when you can identify who you are , what you do , why you do it , how to do it , when to do it , and for whom you do it .
of affordability can be played up by a lowpriced item . Marketers could either talk about the low price without compromising the quality or talk about the quality to defend the high price , depending on the strategy . Choppies , for example , has positioned itself in the minds of its customers by delivering low pricing rather than high prices , as their marketing slogan , “ Value for Your Money ,” indicates . As time passes and brand positioning reaches a desirable level , businesses can gradually raise prices and only a few will notice . Other brands , such as Mercedes Benz , keep their marketing focused on quality to the point that customers are ready to pay a premium for their vehicles ( which is usually rather expensive ). “ The Best or Nothing ” is their slogan , which reflects their positioning strategy .
Positioning based on benefit
As one of the most common tactics for selling a brand , benefits positioning is to highlight the best aspects of your products . It responds to the question of how might this product make the lives of customers easier ? Sensodyne is an example of a company that uses benefit positioning to position itself as a provider of oral medical solutions . While other toothpastes focus on whitening and bad breath reduction , Sensodyne has focused on the medical elements of oral hygiene , which is a unique
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