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All the work done for consumer perception, such as words, logos, sounds, designs, concepts, etc. used by an enterprise to differentiate its product or service from similar ones is called a trademark. It is not a trade name. It is a concept that serves to create a special identity or image for the brand. It can be characterized as the signature of the business, showing the source of goods and services, providing a guarantee.
Brand positioning is the process of creating the image of the business product or service in the eyes of the consumer. It covers all from the smallest-scale businesses to large-scale businesses. Because consumers have certain thoughts about these brands. Examples such as spotless cleanliness with OMO, trust with Akbank, innovactive technology with AUDI, and happiness with ETİ have been formed through brand positioning of businesses.
It is possible to manage brand positioning processes with different strategies. While some brands want to reveal the difference of the product, some brands may want to reveal its price and suitability. Some brands want to emphasize their sales and after-sales service to the customer. Regardless of the purpose, it is very important to determine brand positioning strategies correctly for the current and future success of the brand.
If the brand has a negative image in the eyes of the consumer, it prevents the formation of the loyal customer portfolio that many businesses are looking for. For this reason, Brand Positioning Strategies are an issue that should be given importance.
- Determine the current situation in your market area.
If your business has been in the market for a certain period of time and you are reaching consumers, you have a certain brand position and your first step should be to determine this position.
- Analyze your competitors.
What are the differences between you and your competitors in the same market? How do your competitors advance the brand positioning process? By answering these questions, you can decide how your brand should be perceived differently from the companies you compete with.
- Get to know your target audience.
What do your consumers expect from you? The product or service you sell should appeal to your target audience and even more so that your brand will have a stronger place in consumer perception.
- Identify the features that make your brand unique.
In the brand positioning process, determining what makes you unique and doing your marketing and advertising work accordingly will determine your place in the market.