What is Positioning? How is Brand Positioning Done? - Grower

What is Positioning? How is Brand Positioning Done?

When marketing, we need a lot of planning to choose the right marketing positioning for our company. We need to determine exactly where the product stands in the market, which customers it appeals to and what it offers. In this content, we at Grower will try to inspire you by helping you find the right positioning for your company.


What is Positioning?

Positioning is a strategic marketing term that is often used to describe how a product, brand or company is perceived within its target audience. This strategy aims to determine how the product or service will be differentiated from its competitors in a particular market and how it will gain a place in the minds of the target audience.

Positioning aims to create a positive perception of a product or brand in the minds of consumers. This perception can be based on specific features, benefits, price, quality or other unique characteristics of the product. Positioning a product or brand is a strategic process to create a clear image of that product or brand in the minds of consumers, to meet their expectations and to increase its desirability.

A positioning strategy usually involves factors such as competitive analysis, the needs and preferences of the target audience, the product’s features and unique benefits. A correct positioning strategy can help a product or brand succeed in the market by communicating the right messages to the targeted consumer audience and differentiating from competitors.

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How is Positioning Done?

Positioning a product or brand requires a strategic process that follows specific steps. Here are the general steps of a positioning strategy:

  • Identifying the Target Audience: The first step is to determine which consumer segments the product or brand will appeal to. This can be done by analyzing factors such as demographics, behavioral characteristics, needs and preferences.
  • Analysis of Competitors: Analysis of competitors is important for marketing strategy. By examining the characteristics, prices, market shares and positioning of competing products or brands, unique features that will provide a competitive advantage can be identified.
  • Identifying the Features and Benefits of the Product or Brand: The features, benefits, quality level and value proposition of the product or brand should be identified. This should be emphasized in a way that meets consumers’ expectations.
  • Identifying the Unique Value Proposition: A unique value proposition that differentiates the product or brand from its competitors should be identified. This can be related to factors such as the features offered by the product, pricing policy, customer service or brand image.
  • Creating the Positioning Strategy: Based on the identified target audience and unique value proposition, a strategic plan on how to position the product or brand should be created. This strategy may include elements such as marketing communications, advertising campaigns, pricing policies, distribution channels and brand image.
  • Implementing and Monitoring the Positioning Strategy: It is important to implement the strategy and then monitor the results. Metrics such as consumer response, sales, customer feedback and market share can be monitored to assess the effectiveness of the strategy.

The positioning process may require constant review and adaptation. Market dynamics, consumer preferences and competitive conditions may change over time, so the positioning strategy may need to be constantly revised.

Brand Positioning Examples

Here are some examples of positioning from various industries:

  1. Volvo: Safety-focused positioning – Volvo is known for its safety leadership in the automobile industry. The brand targets the safety and family-oriented preferences of conscious consumers with vehicles that are characterized by safety features.
  2. Apple: Innovation and cutting-edge technology positioning – Apple is known for its innovative design, user-friendly interface and cutting-edge technological features in its products. The brand differentiates itself by focusing on premium and contemporary technology.
  3. Coca-Cola vs. Pepsi: Brand equity positioning – Coca-Cola is positioned as a classic and timeless beverage, while Pepsi positions itself as a competitor to Coca-Cola, often focusing on youth, energy and innovation.
  4. McDonald’s vs. Burger King: Price and speed positioning – McDonald’s appeals to the masses with fast service and competitive prices, while Burger King pursues a different positioning strategy, focusing more on personalization and authenticity.
  5. Patagonia: Positioning on sustainability and the environment – Patagonia is known for its sustainable production and conservation efforts. The brand is preferred by conscious consumers for its eco-friendly and high quality products.
  6. Nike: Performance and athlete-oriented positioning – Nike is positioned as a brand that promises high-level performance for athletes with its sportswear and footwear. It emphasizes leadership in the sports world with its “Just Do It” slogan and innovative technologies in its products.
  7. Starbucks: Premium and experience-driven positioning – Starbucks aims to offer a premium and quality coffee experience with a focus on coffee culture. It differentiates itself with its in-store atmosphere, customizable beverages and emphasis on customer experience.
  8. Tesla: Sustainability and future technology positioning – Tesla is positioned as a sustainable and future-focused automotive brand with electric vehicles and innovative technologies. It emphasizes features such as environmentally friendly technologies and autonomous driving.
  9. H&M vs. Zara: Fashion and affordability positioning – H&M and Zara are positioned as brands in the fashion industry that respond quickly to trends and are affordable for young, fashion-conscious consumers.
  10. Whole Foods Market: Organic and healthy eating positioning – Whole Foods Market appeals to health-conscious consumers by focusing on organic, healthy and natural products. It offers a shopping experience with high quality and natural foods.

These examples show how products or brands can be differentiated through different marketing strategies. Each adopts a unique positioning strategy, taking into account the expectations and values of the targeted consumer audience.

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In this content, we tried to diversify and inspire you with examples by giving information about positioning. I hope it was useful for you. You should find the right positioning for your company and strengthen your position in the market. Don’t forget to meet Grower for your digital marketing activities and grow your business with our technology. See you soon.


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