Introduction
Brand positioning is placing a brand in the customer’s mind and strategies to ensure the business is set apart from the other businesses. Brand positioning has clarified who to serve and why it is the best organization for the customers. For a brand to be successful, loyalty, value, and trust are vital aspects to be considered (Kotler & Keller, 2016). This is essential to establishing a brand because it enables the business to compete on its value. However, this has positively impacted the brand and products, influencing customers on how they view the product. Brand positioning has helped to maintain pricing tactics for well-established businesses to prevail through the holistic season in the business market.
Key Components of Brand Positioning
Value, relevant differentiation, accessibility, emotional connection, and awareness are key components that influence brand positioning. Key components have enabled the business in decision-making and set it apart from the competition to attend to its goals for the business to survive in the market (Kotler & Keller, 2016). Moreover, it has implemented more effective and creative decision-making on how to run the business, leading to sales consistency to their target.
Value
Value is the quality of the product and services the business delivers to set itself apart from competitors. It has created benefits to the business where customers have a good image and reputation for the products and services. These have advanced the business value, enabling the rate of sales to go high and promoting a larger opportunity to carry on further business (Kotler & Keller, 2016). However, value has enriched the business and influenced it positively through advertising the value of what they sell to market its products and services. These have attracted potential customers to their sales and benefit the business to attain the targets.
Relevant Differentiation
Relevant differentiation is how a product, cause, and brand change the mindset, character, and uphold the changes, setting the business apart from competitors. Relevance has led to unity for brands and customers, making them come back for more website information (Kotler & Keller, 2016). Therefore, an organization should pay attention to trends in the business market to ensure the business is properly prepared to make adjustments.
Accessibility
This is giving all enquires coherently, ensuring everyone can access it, and assuring that brand is available and ready for the community. Accessibility has promoted and empowered business brands and facilitated reaching many customers, including users with disabilities, which has decreased risks of legal issues and thus amending usability. Moreover, accessibility has made it easy for business services irrespective of age, class, and race, which has improved the benefits of the business.
Emotional connection
Emotional connection in the business market is providing the actual product and being knee on the customer’s services. Emotional connection up-hold brands to create a connection with customers where it creates brand loyalty to forgive even when the brands make errors (Kotler & Keller, 2016). Perhaps, to connect customers emotionally, the business should ensure their needs are satisfied, deliver them the best services, and value customers for the business brand. This has helped the business to add more significance to the brand knowledge.
Awareness
Awareness is the idea of understanding what builds a successful business, the significance of innovation, and meeting customers’ needs. Awareness has improved customers’ services, promoted innovation, developed new ideas, reduced risks in business, and created opportunities (Kotler & Keller, 2016). However, the more brand awareness you have, the more the customers will know about business products, logos, and messaging.
Reference
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.