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What is the positioning of brands?
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What is the positioning of brands?

Positioning can be at the level of the product and therefore a company with many products can hold many positions at once. Let's explore.
Positioning Of Brands
© ULAW Business School

What is the positioning of brands?

Positioning can also beat the company level where overall brand positioning must be chosen. An overall brand position must be the driving force for all product positioning.

A company that promotes itself as a provider of luxury and premium goods will not look genuine if they roll out a ‘value product’.

There are 5 value propositions a company can choose to adopt:

9 box matrix with price on the x axis and benefits on the y axis

1. More for more

Providing the most luxury and upmarket products and charging a higher price to cover the higher costs of production. This strategy is associated with bringing prestige and reputation to the customer. It symbolises higher social status.

2. More for the same

An aggressive strategy where a product is placed on the market at the same level as the competitors but provides substantially more benefits than their product.

3. More for less

At first glance, this strategy looks too good to be true. Many companies claim to have adopted it and some are able to sustain it for a limited period of time while expanding their market share.

However, such a ‘win-for-all’ position is very difficult, if not impossible, to sustain for a long period of time. Offering more usually costs more and delivering this value for a lower price would not be sustainable.

4. The same for less

Everyone loves a good deal and getting your usual choice but paying less for it is a powerful proposition. The claim here is not that a better product is being offered, but the same familiar product for a lower price.

5. Less for much less

In the world of ‘budget’ products and services, there are many people that will gladly settle for a lower quality product or lower specification service and pay less for it. This strategy focuses on meeting the bare minimum of customer needs.

© ULAW Business School
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Strategic Marketing: Segmentation, Targeting, Positioning

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