{"id":6760,"date":"2023-02-07T09:49:13","date_gmt":"2023-02-07T01:49:13","guid":{"rendered":"https:\/\/www.brand360.com.my\/?p=6760"},"modified":"2024-12-13T17:21:08","modified_gmt":"2024-12-13T09:21:08","slug":"brand-positioning-strategy-is-your-brand-forgettable","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/market-positioning\/brand-positioning-strategy-is-your-brand-forgettable\/","title":{"rendered":"Brand Positioning Strategy: Better, Cheaper, Different, or Forgotten?"},"content":{"rendered":"
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Brand Positioning Strategy: Better, Cheaper, Different, or Forgotten?<\/b><\/h1>\n<\/div>\n

\"brand<\/p>\n

Brand positioning strategy is an essential part of any successful business.<\/p>\n

It’s about creating a unique identity that differentiates your brand from its competition.<\/p>\n

But, how can you make sure that your brand stands out from the rest?<\/p>\n

3 words;<\/em><\/p>\n

    \n
  1. Cheaper<\/li>\n
  2. Better<\/li>\n
  3. Different<\/li>\n<\/ol>\n

    If your brand doesn\u2019t offer any one of these X-factor, I\u2019m sorry to say, it\u2019s heading straight to the Land of the Forgotten \u2620\ufe0f<\/p>\n

    And our job is to make sure it doesn\u2019t \ud83d\ude45\ud83c\udffb\u200d\u2640\ufe0f<\/p>\n

    To be a memorable brand takes a brilliant brand positioning strategy.<\/p>\n

    Did you know, the human brain can only remember up to 7 things at once?<\/p>\n

    Take 30 seconds right now to name 7 ready-to-drink coffee brands you can get in 7-Eleven.<\/p>\n

    Your 30 seconds starts now!<\/p>\n

    \u2014\u2014<\/p>\n

    Time\u2019s up!<\/p>\n

    How many brands were you able to name?<\/p>\n

    Let me try and guess.<\/p>\n

    Nescafe must\u2019ve been in the first few brands right? Wonda Coffee is one of the top names too.<\/p>\n

    Is Pokka in your list as well? Because it\u2019s definitely in mine \ud83d\ude09<\/p>\n

    Aside from Red Bull, Ribena, and Milo (note that those are non-coffee brands), our brain could only hold so much information.<\/p>\n

    Hence, when you personally have a favourite brand in mind, your brain takes a quick shortcut whenever it needs.<\/p>\n

    In the ready-to-drink coffee business, here\u2019s how most of our brain cells link:<\/p>\n

    Morning coffee = Nescafe<\/em><\/strong>
    \nExclusive and affordable coffee = Wonda<\/em><\/strong>
    \nLess sugar coffee = Pokka<\/em><\/strong><\/p>\n

    These top three brands have been around for some time.<\/p>\n

    But do you notice what makes them different from each other?<\/p>\n

    How does Wonda Coffee stand out from the rest?<\/p>\n

    What is Pokka known for?<\/p>\n

    Can you even beat Nescafe in their own game?<\/p>\n

    Relating back to the X-factors I mentioned before.<\/p>\n

    You don\u2019t need to beat a brand to have more sales than them.The trick is to be either Cheaper, Better, or Different from them.<\/p>\n

    Brand positioning<\/a> is all about making your brand stand out from the rest, so don\u2019t bother trying to win in their game.<\/p>\n

    It\u2019s time to play ball in your own court!<\/p>\n

    Let\u2019s take a closer look at how Wonda Coffee and Pokka played their cards in their brandings.<\/p>\n

    \ud83c\udfb5 Wonda Coffee \ud83c\udfb5<\/span><\/span><\/b><\/span><\/h4>\n

    Before we jump into the analysis of Wonda\u2019s brand positioning strategy, I have a very important question for you.<\/p>\n

    Did you read the name of the brand \ud83c\udfb5 Wonda Coffee<\/a> \ud83c\udfb5 by singing it in a specific melody? I know I did \ud83e\udd23<\/p>\n

    They have one of the most addictive jingles in the coffee industry and when they first started marketing in Malaysia, it was literally EVERYWHERE.<\/p>\n

    Every radio, every commercial, every YouTube ads played Wonda Coffee\u2019s jingle, and no one could run away from it.<\/p>\n

    Wonda Coffee also spent a lot of time (and money) to get their brand everywhere possible; on billboards, rest stops, toll gates.<\/p>\n

    They really took the \u2018visual hammer, verbal nail\u2019 <\/em>to a whole new level. But that\u2019s for another topic.<\/p>\n

    What made people want to buy Wonda Coffee wasn\u2019t just the mere fact that they were really good at advertising, they were also excellent in brand positioning strategy \ud83d\udca1<\/p>\n

    Wonda Coffee knew that going against Nescafe wasn\u2019t a choice. Like I said, don\u2019t play ball in someone else\u2019s court. Make a new court.<\/p>\n

    So Wonda Coffee took it as an opportunity to set themselves apart from other brands.<\/p>\n

    From the X-Factors (Cheaper, Better, Different), Wonda chose to be \u2728 Better<\/strong> \u2728<\/p>\n

    How so?<\/p>\n

    Check out this advertisement:<\/p>\n