According to Adam Smith, every merchant should be a citizen of the world. The global market has eliminated the adversarial forces comparing nations, dismantled “military societies,” and established individualism and free competition in a single market driven by international division of labor. With the motto “Let Them Do, Let Them Pass,” the world has become a unified market, leaving consumers overwhelmed with countless product choices and communication bombardment. The abundance of options and varying preferences have compelled both national and international brands to adopt different strategies. As a result, the positioning theory introduced by Al Ries and Jack Trout emerged.

Positioning strategy is an approach based on how the human brain operates. It aims to cut through the overwhelming and complex communication noise, helping the brain focus on one specific element. While your product may have numerous features and identities, today’s reality makes it almost impossible to carve out enough mental space for all its aspects. For instance, a detergent might offer several benefits, but Ariel has long been associated with stain removal, while Omo is synonymous with whitening. This is their core positioning, which doesn’t mean they lack other features. So, in this competitive and communication-heavy global market, what is the easiest way to capture the consumer’s mind? How can a brand create a unique position in people’s minds?

Once a brand establishes ownership of a particular idea, it becomes challenging to dislodge it from the consumer’s mind. Even if competitors replicate it, a solid positioning strategy ensures that the original remains unthreatened. The world of brands is often dominated by the first and second players. Brands that enter the market first and claim a fundamental product attribute gain a natural advantage. For example, despite ABC changing its messaging over the years, it is still the first brand that comes to mind when thinking of “affordable price” detergent. These brands have owned specific product attributes and consistently focused on the same message, etching themselves into people’s minds.

If your brand isn’t among the first or second entrants, here are a few positioning strategies to consider:

Positioning Based on Product Features

This approach focuses on the fundamental attributes of the product, which could include durability, affordability, safety, and more.

Positioning Based on Price/Quality:
In this positioning strategy, price plays a prominent role in shaping the perception of quality. Brands like Walmart, Absolut, and Gucci can be considered examples of this approach.

Positioning by Use:
The product is differentiated and positioned by emphasizing a specific use or application. Examples include Miller, Guinness, Budweiser, and Nescafé.

Positioning by User:
The product is positioned by associating it with a specific type of user. Examples include Diesel, Chivas Regal, Apple, youth-oriented brands, and women-focused brands.

Positioning by Competitor:
This strategy focuses on using the competitor as a reference point to create a new positioning or establishing a counter-position in opposition to the competitor. Examples include Avis and Atlasjet.

Positioning with Cultural Symbols:
This strategy focuses on cultural symbols that have a significant place in society. Examples include Castrol and Vodacom.

Steps for a Successful Brand Positioning

• Identifying competitors
• Understanding and evaluating how competitors are perceived
• Recognizing competitors’ positions
• Conducting consumer analysis
• Choosing a position
• Testing the position

In summary, the more unique and distinct a place you can claim in the consumer’s mind, the easier it will be to move your brand ahead. Remember, establishing a presence in people’s minds is a long-term strategy.

Source: The Globalization of Communication by Armand Mattelart
Brand Positioning by Ali Gökçe Ertan