{"id":2211,"date":"2017-10-02T10:55:39","date_gmt":"2017-10-02T02:55:39","guid":{"rendered":"http:\/\/www.brand360.com.my\/?p=2211"},"modified":"2021-03-23T16:56:22","modified_gmt":"2021-03-23T08:56:22","slug":"positioning-brand-market","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/market-positioning\/positioning-brand-market\/","title":{"rendered":"Positioning Your Brand In The Market"},"content":{"rendered":"

Positioning Your Brand to the Market<\/h1>\n

\"Brand<\/p>\n

Imagine starting your very own bakery. You’ve finally got the bank’s approval for a loan, you’ve found the perfect location to sell those cakes and pastries and you’re one step closer to achieving your dream of being a celebrity chef like Cake Boss’ Buddy Valastro.<\/h5>\n

But, as you start off your business, a genuine concern would be how would you sell your products? Will your tiramisu, red velvet cakes and salted-egg croissants be able to capture the hearts of the customers out there?<\/p>\n

Remember, there are a bunch of other bakeries out there, which have been established for awhile – like King’s Confectionery, Secret Recipe and Rekindle. Why would others want to purchase your delicious pastries instead of the dozens of bakeries out there?<\/p>\n

Why would you want others to purchase your brand?<\/strong><\/br\/><\/h5>\n

This is where Brand Positioning<\/u><\/a> comes into play – providing your target customer’s reason to purchase your brand over the others.<\/p>\n

When developing your own brand positioning, you should ask if:<\/h5>\n
    \n
  • the brand stands out (in a relevant way) from its competitors<\/li>\n
  • the brand is significant and encouraging in the niche market?<\/li>\n
  • it be consistently delivered across all the customers and markets<\/li>\n
  • it is appropriate to current and planned target markets<\/li>\n
  • it helps achieve the organisation’s financial goals<\/li>\n<\/ul>\n

    Brand Positioning is the deliberate act of associating your brand with a distinctive place and value in the target customer\u2019s mind. It is one of the most important steps to take when building your brand.<\/p>\n

    Your brand positioning should ensure that all brand activities have a common aim, which is guided, directed and delivered by the brand\u2019s benefits or reasons to buy; and it focuses on all experiences the consumer has with you.<\/p>\n

    So, you would need to set yourselves aside from the crowd – stand out from the competitors.<\/p>\n

    In order to do so, you would need employ strategies that encompass several of these aspects to differentiate your brand (or in this case, bakery) from the competitors:<\/p>\n

      \n
    • Product differentiation: What kind of pastries, cakes and baked goods does the bakery choose to provide?<\/li>\n
    • Service differentiation: How can the bakery better serve its breads and cakes to customers?<\/li>\n
    • Personnel differentiation: What can the bakers and servers do differently to showcase their uniqueness?<\/li>\n
    • Image differentiation: How does the bakery choose to present its brand to customers? What symbols and images will it use?<\/li>\n
    • Channel differentiation: How are the cakes and breads sent to customers? Is there a way to make it better, faster or cheaper?<\/li>\n<\/ul>\n

      By properly managing these aspects, do expect good sales and bigger share of the market.<\/p>\n

      However, developing your positioning is not without certain pitfalls. You could end up with:<\/p>\n

        \n
      1. Under positioning – The customers have a unsure and unclear idea of the brand.<\/li>\n
      2. Over positioning – The customers have limited a awareness of the brand.<\/li>\n
      3. Confused positioning – The customers have confused opinions of the brand.<\/li>\n
      4. Double Positioning – The customers do not accept the claims of the brand.<\/li>\n<\/ol>\n

        At the end of the day, if you were to get your brand positioning done right, your brand would be the one standing out in the middle of the crowd – amongst the many other brands out there.<\/p>\n

        That, itself, is a victory.<\/h4>","protected":false},"excerpt":{"rendered":"

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