The difference between brand strategy and positioning
Posted: Thu Jan 23, 2025 3:39 am
Two world wars caused a certain decline in branding, but already in the 1950s it began to be formalized as a separate science, from which positioning itself was distinguished. In addition, the development of the entire advertising industry was observed. These processes were especially active in the USA due to the consumer boom and, as a result, the growth of competition between companies.
Nowadays, branding has already become a standard and integral element of marketing. No company can correctly fit its brand into the head of the target client without carefully organized positioning of both the product and the entire company. Otherwise, it will happen by itself, but with an unpredictable result for the business.
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The difference between moj database brand strategy and positioning
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 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
Nowadays, branding has already become a standard and integral element of marketing. No company can correctly fit its brand into the head of the target client without carefully organized positioning of both the product and the entire company. Otherwise, it will happen by itself, but with an unpredictable result for the business.
Read also!
"How to increase the flow of customers by choosing the right method"
Read more
The difference between moj database brand strategy and positioning
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 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