Okonkwo Prelims

Brand positioning

This answers the question: ‘Where are you in the consumer’s mind?’

Brand positioning like all the branding elements resides in the mind of the

consumer. It may be developed on an elaborate brand strategy chart and

might be discussed extensively in boardrooms, but the final destination and

home of brand positioning is in the consumer’s mind. Brand positioning is

the point where the relationship between a brand and consumers become

apparent. It is also at this point that the value creation that a company obtains

from its brand begins. The brand value is discussed extensively further in the

chapter.

Brand positioning is often confused with market positioning although the

two concepts are significantly different. Brand positioning involves the place-

ment of a brand and all its associations (characteristics, attributes, personal-

ity, image) in a distinct place in the mind of the consumer. Market positioning

on the other hand refers to the competitive position of a company in terms of

size and market share, in a particular sector. Brand positioning emphasizes

the connection between a brand and the consumer’s mind and emotions.

Positioning begins with brand associations, which are defined by the brand

identity, personality and image discussed earlier in this chapter. These asso-

ciations include the company’s brand communications interpreted through

words, images, mediums, products and services that are channelled towards

the emotions and subconscious of the consumer. Once the brand associations

have been clarified, then the consumer uses this as a guide to place the brand

in a distinct platform in his mind. For example, when consumers think about

Cartier, certain associations are formed in their minds which are likely to be

different when they think of Donna Karan. This shows that the positioning of

the two brands are at different locations in the consumer’s mind. Another

example is luxury watch brand Ebel which recently featured the Brazilian

model Gisele Bundchen in its print advertising with the goal to re-position its

brand as modern, glamorous and more appealing to a younger fashion-

conscious luxury consumer group. As a result, the previous position of the

brand in consumers’ minds might be altered by the new associations brought

about by the advertisements.

Brand positioning occurs on two levels:

1 The Broad level of positioning.

2 The Narrow level of positioning.

Luxury brands clearly desire to occupy a position characterized by ‘high-end,

expensive and well-crafted products’, in the consumer’s mind. This level of

positioning features the characteristics common to all luxury brands and is

supported by the luxury concept. It is the broad sector positioning and is often

easily and effectively achieved by most luxury brands. For example, there is

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luxury fashion branding