Product positioning, also known as branding, is a marketing strategy that involves creating an image or identity in the market that sets a product apart from its competitors. By positioning a product properly, a company can attract customers, create brand loyalty, and increase sales.
Types of Product Positioning
There are three types of product positioning: functional, symbolic, and experiential.
Functional positioning focuses on the functional advantages of a product. It emphasizes the product’s benefits and features that make it stand out from its competitors. Examples of functional positioning include advertising campaigns that highlight the product’s speed, durability, or convenience.
Symbolic positioning is about creating an image or identity for the product. It focuses on the product’s symbolic meaning and values, such as prestige, luxury, or reliability. Advertising campaigns for symbolic positioning often feature celebrities, influencers, or other models to create an aspirational image for the product.
Finally, experiential positioning focuses on creating an emotional connection with customers. It emphasizes the product’s ability to provide an experience that is memorable and enjoyable. Advertising campaigns for experiential positioning often use storytelling and imagery to evoke emotion and create an emotional connection between the product and customer.
Examples of Product Positioning
Apple is a great example of a company that uses product positioning effectively. Apple focuses on symbolic positioning, emphasizing the product’s values of innovation, luxury, and sophistication. Apple’s advertising campaigns feature images of celebrities and influencers using their products, creating an aspirational image of luxury and prestige.
Another example of product positioning is Nike. Nike focuses on experiential positioning, emphasizing the product’s ability to provide an experience that is memorable and enjoyable. Their advertising campaigns often feature athletes and celebrities and tell stories of their journeys and accomplishments. This creates an emotional connection between the product and customer and encourages the customer to experience the product for themselves.
Conclusion
Product positioning is an important marketing strategy that should not be overlooked. By positioning a product properly, a company can create an image or identity that sets it apart from its competitors and attracts customers.
