What is brand positioning?
The positioning of the brand in B-to-B and
B-to-C communication _
No brand is an island! What is said about people also applies to brands. Especially in B2B communication, they are always in an environment, a context and are subject to interactions with other brands, the market itself and the target group. However, the stronger the B2B brand becomes, the more it frees itself from its environment and the more it actually resembles an island.
B-to-C brands such as Coca Cola, Disney and McDonalds have no alternative. The strength and power of such a unique position on the market can be seen in the conflict between Coca Cola and Pepsi in the 1980s - in how bitterly they fought for supremacy.But the ordinary brands, and even young brands, cannot build on such a privilege. They have to actively position themselves, and Nike is a prime example of such a positioning. Also in the 1980s, Nike successfully positioned itself as the third sporting goods manufacturer between Puma and Adidas within a very short space of time. As a rule, however, successful positioning is above all a lot of work and not a matter of chance.
Our
expertise _
Strategic brand positioning in B-to-B - from market to brand house
Extensive market analyses and competitor analyses are the first step in brand positioning. However, the content of the brand itself can also be up for discussion at this stage. In addition to a good product, a clear definition of the target group is helpful for successful positioning. The more the brand itself takes shape, the better it can be positioned.
The purpose of a brand, including its positioning, ultimately lies in the target group's trust in the brand. This must be developed and earned over a longer period of time. This in turn can only be achieved if the brand demonstrates a certain consistency, such as consistent product quality, a prominent public presence and a good "reputation", which is earned above all through good service, goodwill and a willingness to cooperate.
All in all, brand positioning is an art that depends on many components and influencing factors. However, it is best to consider the brand in its entirety. We develop an individual brand house for our B-to-B clients on the basis of empirical facts. Within the brand house, positioning is just one aspect of the brand that fits into the overall picture. In this way, we consistently avoid eagerly poking around in the dark and simply writing without a plan.
Topics _
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Christopher Mohr & Moritz Blank
Christopher Mohr
0711 72847-15
c.mohr@diegruppe.de
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Moritz Blank
0711 72847-30
m.blank@diegruppe.de
LinkedIn