International Journal of Research Publication and Reviews, Vol 4, no 11, pp 3156-3161 November 2023

International Journal of Research Publication and Reviews

Journal homepage: www.ijrpr.com ISSN 2582-7421

Brand Positioning Strategies to Achieve Profitability and a Competitive

Advantage

Dr. Manju Khosla

•Associate Professor, Department of Commerce, Gargi College, University of Delhi.
Email_id - [email protected]

ABSTRACT

Success of any business organisation depends up-on the number of factors in which one is brand positioning. Brand is the image of business; it may be a words,
numbers, letters, symbols or designs. Brand positioning is all about the impression in the customer’s heart & mind. The important brand positioning strategies are
– Customer service, Convenience, Price, Quality and Differentiation. Brand positioning strategies helps companies to achieve profit and competitive advantage
because it helps to build trust with their target audience. Brand positioning is a game changer for every type of business organisation. This paper also tries to focus
on the importance, advantage and types of brand positioning.

Keywords – brand positioning, strategies, target audience, differentiation

Introduction

“Brand” means any identification mark like words, numbers, letters, symbols, designs, and marks. The purpose of “brand” name is to identify the product
of a seller and to differentiate it from the products of competitors. When the brand name is registered under Trade and Mercantile Marks Act, 1958 it is
known as ‘trademark’. Brand positioning means the decisions and activities designed to create and maintain concept of the firm’s brand relative to the
competing brand in the minds of customers. Brand positioning is possible when the product is good and its quality is up-to the mark of customer’s
expectations. Branding helps in product positioning and product differentiation. It’s all about the impression in the customer’s heart & mind. Once the
brand creates some space in the customers mind then it is easy for the company to prove themselves and this is possible only through proper advertising
campaigns. Sometimes companies are using good slogans for positive or negative impact on the customer’s memory. Companies are also doing CSR
initiatives for catching customer’s attention. The important brand strategies are - Customer service positioning strategy, Convenience-based positioning
strategy, Price-based positioning strategy, Quality-based positioning strategy, Differentiation strategy. Before brand positioning, companies have to
decide their target customers who are willing to consume. Brand positioning is of utmost importance with regard to what the company stands for. Brand
positioning helps the company to stand in the market for long time and get competitive advantage with maximum profits.

Significance of the study

Brand positioning is very important for any type of company. It is intangible in nature, which means its impact is on the consumer’s heart and mind,
which gives long term impact. Customers are giving ranks to the brand name as per the impression of company’s brand in their memory. Brand name is
inevitable and it helps customers to identify and recognise the product. It helps to minimise selling costs because dependency on middlemen is reduced.
Standard quality and design of products is also ensured by manufacturer to consumers. Prices of branded and standardised products are fixed by the
manufacturer, so that retailers cannot exploit consumers by overcharging. Company’s goodwill, sales, profits all are increased with branding. Maximum
satisfaction and ease to recognise the product is also possible through branding.

Literature Review

Adina Cristea(1) – This paper analyse new positioning strategies for gaining sustainable competitive advantage which is essential for brand differentiation
and building brand equity. It also analyses the reverse, breakaway, hostile and asymmetric positioning strategies. Reverse brands aware customers instead
of convincing customers to purchase a product. Breakaway positioning is a technique through which customer recognise a product based on its features
like design, price, feel etc. Hostile positioning technique can win consumers mind when they promote an idea that the brand is unique and it is for you
only not for all. An asymmetric positioning strategy, is related to the shifting of focus from competitors to alternatives and from customers to non-
customers of the industry.
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Tanya Sammut Bonnici(2) – examined that how brand is different from branding. It is mentioned in the paper that pricing, distribution and marketing
communications always revolved around market development. Communication helps companies to aware consumers about the brand association. He
also explains about major competitors in the food manufacturing industry and the world most powerful brands.

Sadiq Hasan, Shreya Hanchate, Yash Mehra(3) – This study focuses on the concept of marketing, which includes branding. A special reference to Food
and Beverage industry- like what is the consumer and company’s prospective about brands. The branding strategy helps in creating more consumers and
they also studied about the mistakes and improvement is also done by companies for getting good image in the society.

Kevin Lane Keller and Donald R. Lehmann (4) - this paper highlights relevant research on building, measuring, and managing brand equity. He also
discussed about developing brand positioning, integrating brand marketing, assessing brand performance, growing brands; and strategically managing
the brand.

Ktella Nyambura Kilonzo (5) – defined brand positioning strategy in five star hotels in Nairobi and the relationship between brand positioning strategies
and competitive advantage. This study was based on 14 five star hotels in Nairobi. The data was collected from the employees who have more than 4 -
10 years of experience. With the help of questionnaire data has collected.

Youn‑Kyung Kim and Pauline Sullivan(6) - This study illustrates why emotional branding is essential, especially to fashion brands, when developing
brand strategies in a volatile marketplace. Trends that support a need for these strategies include consumers’ desires for positive experiences, express
This study illustrates why emotional branding is essential, especially to fashion brands.

Research Gap

In previous literatures, it was found that the maximum studies are based on product positioning. So, I have chosen this topic, brand positioning because
very few studies are based on this. Product positioning and brand positioning are interconnected. So, the main aim of the research is to identify the
strategies of brand positioning for achieving the profits and the advantage of competition.

Objectives

1) To identify the difference between brand & product positioning.

2) To analyse the difference between brand and brand positioning.

3) To understand the strategies of brand positioning for their survival, growth and earning profits.

Methodology

This paper is based on secondary data. To study the Brand Positioning Strategies to Achieve Profitability and a Competitive Advantage data has been
collected from the published research paper, articles in books, websites and newspapers.

The Goal of a Brand Positioning

The main objective of the all types of organisation is to earn maximum profits and achieve competitive advantage. To achieve this, marketers adopt
number of strategies to stand in the competitive era. The brand positioning strategy aims to make some image in the customer’s mind-set. Once they get
space in the customer’s heart and mind companies will automatic increase sales and profits. Brand positioning differentiates businesses from their
competitors.

Advantages of Brand Positioning

Helps to recognise and aware – brand positioning helps companies to impress consumers mind-set. A well-known brand advertisement recognised by
consumers for long time. Brand enhances trust and confidence, so that they can achieve their target on time.

Differentiate from Competitors- Brand positioning helps to differentiate the products according to the features like qualities, prices and designs etc.
and prove themselves as one of the best brand, so that consumer’s keep it in mind.

Increase Sales & Profits - Brand positioning helps to increase sales and profits through proper communication. Once the customer’s recognised their
brand and trust in their brand name, then companies will increase their sales and profits.

Building image through emotional connection- Companies build images in the public through brand name. A company puts lots of efforts in positioning
their brand in general public after deciding their target group. Emotional connection with their target customers can be based on values, beliefs etc.

Specific Target Market- Companies will provide limited services to limited customers, so that the service quality is very effective and powerful.
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Win new hearts- Brand positioning helps companies to win new clients through their qualitative services and emotional connections.

Brand Positioning Strategies- Brand positioning strategies helps companies to achieve profit and competitive advantage. These are the few brand
positioning strategies-

Quality based positioning strategies -This strategy helps companies to present themselves as a qualitative brand. In this competitive era numbers of
companies are available in the market. Customer’s wants something different which is good in quality and this is the only way to make impression in
customer’s mind-set.

Price based positioning strategies - Price is one of the very important elements of marketing. Qualitative product at reasonable price attracts more
customers. So, through price based positioning strategy companies achieve profit as well as competitive advantage.

Customer service positioning strategies - Customer is a king, and no any business will survive without customers. Customers wants customized services,
so through this positioning strategy companies treat their customers special and try to make their brand favourite for them.

Convenience based positioning strategies - This strategy helps companies to become successful. Company has created good image in the customers
mind but not able to provide goods at the doorstep or some other issues in delivery than the name of that brand will not preferred by the. Customers prefer
hassle-free purchasing, fast and user friendly delivery, easy returns, etc.

Social media positioning strategies - Today’s era is totally digitalised everything is introduced digitally to their customers. Not only products, brands
or now a day’s education is also digitalised. Social media has become a very powerful platform for brand positioning too. Through this strategy companies
try to build strong image on social media channels. Social media engage their target audience with the values and interests of the followers. Being an
active company on social media platform, the brand can enhance its reputation and emotionally connect with their target audience.

Other positioning strategies - Apart from all these strategies above, there are few other strategies of brand positioning that can help companies
effectively. Other strategies are like green positioning, where a brand emphasizes its commitment to save environment and society; innovation-based
positioning encourages innovating and developing more eco-friendly product processes; or lifestyle positioning strategy is also one of the strategy
associating the brand with beliefs and values of the target audience.

Types of Brand Positioning

Type of brand positioning depends upon which type of business you have and what goods and services you are producing. There are different types of
brand positioning that businesses can use to differentiate themselves in the market. Before brand positioning companies have to decide who your target
customers are. Brand positioning strategies guide businesses to make their brand more effective, competitive, acceptable and recognizable. These are
some common type of brand positioning-

Brand Positioning based on Product Attribute – Product attributes means quality, price, design, performance, benefits, packaging etc.

Brand Positioning based on Benefits – What are those benefits which are attached with products is also one of the type of brand positioning. Benefits
like offers, samples, ease to use, convenience and reliability etc.

Brand Positioning based on audience – type of brand positioning is also based on audiences such as demographic, psychographic, social and cultural
factors.

Brand Positioning based on Competitors – Competitors are also one of the strongest bases of brand positioning type. Companies want to provide goods
at reasonable rates and better quality products in compare to the competitors.

Brand Positioning based on Celebrity or Influencer – This brand positioning is associated with a celebrity or influencer. So, with the help of a celebrity
or influencer companies are trying to position their brand. This is not a very successful type of brand positioning.

List of some famous brand names in India

1. Amul: The taste of India

2. Surf : Daag Acche hain

3. Asian Paints : Har Ghar Kuchch Kahta hein

4. Rasna : I love you Rasna

5. Frooti : Fresh N Juicy

6. Coca Cola : Thanda Matlab Coca Cola

7. Bajaj: Hamara Bajaj

8. Dairy Milk : Swad Zindagi Ka

9. Boost : Boost is the secret of our energy

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10. Lifebuoy : Lifebuoy hai jahan, tandrusti hai wahan

11. Idea : An Idea can Change your life

12. Maggi : Taste Bhi, Health Bhi

13. Airtel: Express Yourself

14. Fevicol: Fevicol ka mazboot jod hai Tootega nahi!

15. Hero Honda: Desh ki Dhadkan

16. Tata Sky: Isko laga dala to life to life zinga lala

17. LIC: Zindagi ke Saath bhi, zindagi ke baad bhi

18. Lux: Beauty bar of film stars

19. Chlormint: Dobara mat poochna

20. Tata Salt: Desh ka namak

21. Big Bazar: Isse sasta aura Achchha kahin nahi

22. Mentos: Dimag ki batti jaja de

23. Kit Kat: Have a break, have a kit kat

24. Red FM: Bajate raho

25. Radio Mirchi: It’s Hot!

26. Taj Mahal: Wah Taj!

27. ICICI: Hum hain na

28. Alpenlibe: Jee lalchaye, raha na jaye

29. Lays: No one can eat just one

30. HDFC Std Life: Jiyo sar utha ke

31. State Bank Of India : Pure Banking Nothing Else

32. HDFC BANK : We Understand Your World

33. Tata Steel : Values Stronger than Steel

34. Mahindra & Mahindra : Live Young. Live Free

35. Bank of Baroda : India’s International Bank

36. BHARTI AIRTEL : Express Yourself

37. Axis Bank : Badhti Ka Naam Zindagi

38. Maruti Suzuki India : Way of Life

39. GAIL (India) : Tomorrow is yours

40. Canara Bank : Together We Can

41. Bank of India : Relationship Beyond Banking

42. Vodafone Idea : Together for Tomorrow

43. Jindal Steel & Power : Lohe se bana, Loha sa bana

44. Union Bank of India : Good People to Bank with

45. UltraTech Cement : Build beautiful

46. Ambuja Cements : Giant compressive strength

47. Central Bank of India : Central to You Since 1911, Build a better life around us

48. Indian Bank : Your Own Bank

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49. Titan Company : Be More

50. Asian Paints : Har Ghar Kuch Kehta hai

51. LIC Housing Finance: Where Dreams come HOME

52. TVS Motor Company: Badi bhi, Badhiya bhi

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Limitations of the study

The study is based only on secondary source, which is collected from different sources like research papers, websites, journals and magazines etc. A very
limited data regarding this topic is available.

Conclusion

A strong brand positioning helps companies to achieve profits and competitive advantage. It is very much needed that company first decide their target
audience and make unique brand message, so that target audience emotionally connected with that brand. Companies build trust with their target audience,
because brand positioning is a game changer for every type of business organisation. Company always keeps in mind that their brand is their business
image, so put maximum effort on that. Successful business organisation depends upon the successful brand positioning.

References

1) Adina Cristea, “Positioning strategies for obtaining and sustaining competitive advantage”, International Journal of Economic Practices and
Theories, Vol. 4, No. 5, 2014, pp. 893-902.

2) Tanya Sammut-Bonnici,” Brand and branding”, Wiley Encyclopedia of Management”, 30, October 2017, pp. 1-3.

3) Sadiq Hasan, Shreya Hanchate, Yash Mehra,” Branding”, pp. 1-14.

4) Kevin Lane Keller and Donald R. Lehmann, Brands and Branding: research findings and future priorities, PhD Thesis, 2005, pp. 1-55.

5) Ktella Nyambura Kilonzo, “Brand positioning strategies and competitive advantage of the five star hotels in Nairobi”, Research Project, 2012,
pp. 1-71.

6) Youn‑Kyung Kim and Pauline Sullivan,” Emotional branding speaks to consumers’heart: the case of fashion brands”, Fashion and Textiles,
Springer, 2019, pp. 1-16.

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