In recent years, branding has come to be based not only on the finished product or service, but also on the story behind it and the process it takes to become a list of australia consumer email finished product, as expressed in terms such as "competitive strategy as a story" and "process economy . "
The reason why a product or service is unique and has a unique position is not necessarily due to its functionality or innovativeness. Product and service positioning involves both the actual product positioning and the positioning in the customer's mind.
In this article, we will explain the "positioning strategy" that marketers should know. By understanding the essence of positioning strategy and capturing the value of your company and each product or service from a new perspective, you may be able to take a different marketing approach than before.
What is a positioning strategy?
A positioning strategy is a marketing strategy that establishes a position for your company's products not only in the market but also in the hearts of your customers, highlighting their uniqueness and differentiating them.
For example, in the SaaS industry, Microsoft is known as the " giant empire " and Salesforce is known as the " King of SaaS ." Neither company has ever called themselves one. However, they have come to be known as such because of their business strategies and the tangible and intangible messages they send out.
Once this kind of positioning image is established, whether consciously or unconsciously, it is difficult to change. A solid position is built in people's minds, which leads to brand image and influences purchasing motivation.
Companies need to think strategically about product positioning from the start-up stage onwards.
Background of the development
Positioning strategies in marketing became popular in the 1950s and 1960s and continue to be used as a powerful marketing concept.
Initially the focus was on the product itself, but it gradually evolved to include the brand's beliefs as well.
In 1978, Jack Trout and Al Ries of Trout & Partners, a global American consulting firm, co- authored the book Positioning: The Battle for Your Mind .
He proposed the revolutionary concept that "the true meaning of positioning is the positioning in your mind," and had a major impact on marketers.
