Strategies for Brand Positioning in the Market

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Let's look at the most popular positioning strategies that have already proven themselves in marketing and are successfully used by marketers.

By technology
In this case, the positioning of the product and brand is based on some innovative technology used in the production of this product. The emphasis is on technological advantages over competitors. It is these features that mainly promote the trademark.

Examples of technological positioning include merchant cash advance email marketing Tesla (production of electric vehicles), LG (production of innovative washing machines), and Nyxale (creation of unique software solutions).

Positioning by technology

But there is one important point to consider in this strategy. When competing in this position, you must be completely confident in its uniqueness. Otherwise, you will have to look for opportunities to constantly stay ahead of your competitors technologically.

By design
Here, the positioning tool is design. At present, this is perhaps the most promising direction. It is design that receives maximum attention in all areas of production today. It does not matter whether the company operates in heavy industry, produces modern gadgets, or simply provides services. In each of these cases, the design of the product is a priority. The main competitive struggle unfolds around it. Today, consumers are most often interested in appearance and convenience, rather than technical details.

When promoting a brand using this strategy, design is described as the company's core philosophy, or is placed on par with technological positioning. In the organizational structure of such enterprises, design departments are no less important than engineering ones. Moreover, sometimes they determine the entire production chain.

Let's demonstrate such brand positioning using the example of the company "Technopark". This enterprise is not particularly well-known among the target consumer. However, the German company Bork Elektronik GmbH registered by it produces high-quality household appliances of the "Premium" segment under the Bork brand. And this brand is already known to many. It is the design that brought popularity to the trademark.

Positioning by design

This is an excellent example of design, price and geographic positioning at the same time. The last option will be analyzed further. Let us note here the success of the Russian company, which positions its products as German. In the minds of the consumer, this means both impeccable quality and unique design.

By gender
This strategy is even more popular today than positioning by design. So far, brands in this sense are divided into male and female. But given the current trends in gender identification, new criteria may emerge.

In addition, the role of women in society is increasing. As a result, the number of brands aimed specifically at the female audience is growing. On the same basis, companies are increasingly differentiating themselves from their competitors.