The idea of strong brand positioning is likely to cross one's mind whenever one sees or thinks about Grameenphone. Over the past decades, Grameenphone invested a huge amount for building strong network coverage across the country. Along with that, it has been positioning the massage 'Good Network' in the minds of the customers through all its marketing channels. The tag lines 'Stay Close', 'Go Beyond' and all other advertisement and promotional activities give the same message.
Rahimafrooz, through its product offerings and promotions has positioned the message 'Quality' into customers' mind for its brands. Its different battery products, IPS, Superstore are specially known for high quality. Though Rahimafrooz does not go for rigorous promotional activities, one thing it has got very special is 'Positive Word of Mouth'. Its employees and customers speak for themselves.
Both the companies could have delivered some winning messages repeatedly for a long time to their customers that have immeasurable value. These messages are imprinted into customers' minds that prompt them to purchase products from those companies in preference to other competitors' products.
So, this is extremely important how you position your brand among your current and potential customers. Brand positioning describes how a brand is placed in the minds of its customers over that of a competitor. What messages you give to your target market is very crucial. It builds perception about your brand among customers. People are extremely busy nowadays, they do not care what messages you are giving them. Only messages that are short, effective and repetitive get into the minds of the customers.
So, you have to communicate the messages consistently and repeatedly through all kinds of channels, websites, social media, promotional materials, marketing campaigns, exhibitions and even through conversations. Once these messages are established and positioned among the customers, they pay off. Appple's brand value in 2014 stood $118863m and Google's brand value was $107,439 m. How these brands achieved such successes? Because, they consistently kept their brand promise and occupied a space in the customers' minds through some positive messages.
Once you can position your brand positively in the customers' minds, people purchase repeatedly. People are always risk-averse. They tend to buy things that they know and thus, they become your loyal customers who are willing to pay a bit more for your products if they find the price is reasonable and is within their affordability. Besides, a positive positioning helps a company get markets for newly launched products. Because of a good perception about the company, people will trust the new products.
But, organisations must position their brands with authenticity. Because, lack of authenticity of messages are soon identified and negative words of mouth spread quickly through print, digital and social media. Customers become suspicious and reject the products. The government and regulatory authorities also start to investigate to find out if malpractices are involved.
However, a strong brand positioning pays off highly. It will increase your reputation that will help you get more repeated and loyal customers pushing up your sales revenue and growth. Moreover, satisfied customers work as marketers for brands. They spread positive words of mouth about products they consume. As a result, brands get new customers who bring growth and prosperity to the organisation.
The author is a Senior Executive (Brands & Communications) at Grameen Communications.
He can be reached at 'monir.bhuiyan@outlook.com'.
Attempting a strong brand positioning
Monir Bhuiyan | Published: September 16, 2015 00:00:00 | Updated: November 30, 2026 06:01:00
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