The difference between brand strategy and positioning

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Often these terms are equated with each other, and yet there is a difference between them. Positioning is the image of a brand or product formed in the mind of the target client, responsible for attracting and retaining this consumer , as well as ensuring long-term loyalty.

Strategy should be perceived more broadly - as a set of interconnected decisions and tactics, the overall goal of which is to create the above-mentioned picture. Positioning here serves as only one of the key elements.

In the process of developing a brand strategy, it merchant cash advance email marketing is necessary to identify the target audience (TA), cut off less relevant segments and ensure its conscious choice. In addition, the characteristics of the promoted product that solve specific problems of the TA, as well as communication channels with the main consumer are determined. In other words, the strategy sets the methods and tools for creating the desired brand image.

Let's take BMW as an example. The concern, developing the brand strategy in the early 1960s, took as a basis the idea of ​​"A car for the driver". The slogan "With pleasure behind the wheel" was created. This concept is still used today, effectively differentiating the company from its main competitor, emphasizing the individuality of the brand.

Brand identity


Types of market positioning
During the development process, brand positioning can be built according to one of two models:

Asian;

Western.

In the first case, the emphasis is on the company and its authority, which helps to promote the product to the market. As for the Western model, there the product line or trade mark is initially taken as a basis, while the manufacturer is sometimes not revealed to the consumer at all.

A typical example is the Colgate-Palmolive company, which produces products under the Colgate and Mennen brands.

Brands can be positioned in many ways. Below are the main, most popular strategies.