Focus on the contrast effect
Posted: Tue Feb 18, 2025 5:24 am
Brand positioning becomes your added value
It is a key element of your marketing strategy, which aims to differentiate you from others and take a unique position in the market . Brand positioning has a direct impact on your entire business, strengthening it and increasing the likelihood that a potential customer will become a repeat and long-term customer.
Brand positioning also communicates the status that the brand allows customers to feel. You will view yourself and others differently if you regularly consume premium ice cream or alcohol, and differently if you regularly consume low-cost products. Positioning therefore also helps to justify the pricing policy of your product or service .
If you can create a positive attitude towards your brand, you will gain loyal customers and influence their purchasing behavior in your favor. Otherwise, you risk running into problems. Just like the once luxurious British brand Burberry , whose philippines phone number data image was tarnished because the wrong consumers started wearing it, associating it with hooliganism and counterfeiting.
Three positioning angles
We can look at brand positioning from three angles:
cognitive – values that a person perceives rationally,
affective – emotional values,
conative – values related to behavior and expression.
These are the most important images that people should associate with your brand . Every step you take as a brand should evoke these associations.
At Včelište, we prepared positioning for a brand that produces smart home products. We chose the following associations that customers should associate with the brand:
cognitive – expertise, local tradition, efficiency, agility,
affective – trust, simplicity, support,
conative – professional, friendly, communicative.
We then created a list of ideas for the client on how to evoke individual associations across marketing channels and using various content.
It is a key element of your marketing strategy, which aims to differentiate you from others and take a unique position in the market . Brand positioning has a direct impact on your entire business, strengthening it and increasing the likelihood that a potential customer will become a repeat and long-term customer.
Brand positioning also communicates the status that the brand allows customers to feel. You will view yourself and others differently if you regularly consume premium ice cream or alcohol, and differently if you regularly consume low-cost products. Positioning therefore also helps to justify the pricing policy of your product or service .
If you can create a positive attitude towards your brand, you will gain loyal customers and influence their purchasing behavior in your favor. Otherwise, you risk running into problems. Just like the once luxurious British brand Burberry , whose philippines phone number data image was tarnished because the wrong consumers started wearing it, associating it with hooliganism and counterfeiting.
Three positioning angles
We can look at brand positioning from three angles:
cognitive – values that a person perceives rationally,
affective – emotional values,
conative – values related to behavior and expression.
These are the most important images that people should associate with your brand . Every step you take as a brand should evoke these associations.
At Včelište, we prepared positioning for a brand that produces smart home products. We chose the following associations that customers should associate with the brand:
cognitive – expertise, local tradition, efficiency, agility,
affective – trust, simplicity, support,
conative – professional, friendly, communicative.
We then created a list of ideas for the client on how to evoke individual associations across marketing channels and using various content.