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Brand positioning strategies help the companies to develop a specific identity of the brand in the psyche of the targeted audience. This is a crucial part of the ongoing process which constitutes the evolution of an image. Companies take enlightened actions to promote the specific services or products so that they are able to make the maximum possible impact. The positioning of the brand is basically a competitive comparison which involves the creation of a specific identity. This is a gradual process which requires a complete planned approach towards imaging. Brand positioning involving products The brand positioning of products involves first to all the defining of the specific market where ultimately the competition is going to take place. This is based on the proper analysis of the item itself and what is its use in the modern scenario. Delving into the psyche of the customers and understanding the ideal targets are can help in market identification. Every product has its own strong and weak points. These need to be taken into consideration during the development of positioning strategies. Information collected through sample distribution and customer feedback analysis is another important part of the process involving the positioning of the brand. Attributes related to the products these also need to be identified clearly. This is a complicated process which requires the synchronization of various strategies. Brand positioning involving services Services are intangible and therefore cannot have attributes similar to that of the products. brand identity design of services is separate than the product identity designs. Therefore, what the specific service entails and how it can benefit the targeted audience needs to be determined. Why would the customers come to a particular service provider instead of going to another? The strong points of the brand need to be determined and projected emphatically out in the market. In order to do proper positioning of the brand, the value and attributes of a specific service need to be written down clearly. Once this is done the services can be tested out on the prospects that are completely ignorant regarding these. Their responses have to be studied and analyzed for a thorough understanding. Piquing their interesting and initiating them for asking questions is the best way to go for the establishment of identity and brand design. Proper brand positioning A proper brand positioning strategiesis the one which is successful in garnering response from the targeted audience. It needs to be completely unique and must be distinctive which makes it easy to distinguish it from the competitors’ products and services. A proper positioning of the brand makes it significant and even irreplaceable in the niche markets. The positioning should be such that it is appropriate for all the major markets irrespective of their geographical distribution. This in turn leads to a specific brand identity and projection of an indelible image in the psyche of the audience. Why should a customer go for a specific product or service when there are so many other which are similar to it or belong to the same genre. They must be given a compelling reson to do that and this is what the brand positioning aims to achieve.
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