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Brand positioning

Updated: Dec 15, 2023

Giorgia Piccolo, author of the article with title "Brand positioning"

Author: Giorgia Piccolo

Date of Publication: 23/09/2022

Brand positioning

The relevance of visual identity in brand positioning

Managing a brand means understanding the relevance of the brand's visual identity. An established visual identity offers 5 semiotic advantages to brand positioning:

  • Acquisition of a market share - that is, establishing who are the competitors and your subsequent positioning

  • Launch of new products - building a visual identity recognizable by the public is fundamental for inserting new products into the market

  • Brand loyalty - if the consumer attributes distinctive qualitative characteristics to a certain brand, they will pay the regular price for a product of that brand even in the presence of other, more economically advantageous proposals

  • Brand naming and product differentiation - the naming of a brand makes the brand and its products recognized in the market

  • Building a visual identity reassures the consumer of his choice - the consumer draws on the archetypes of trust and security of a brand that have formed over the years so as to not question themselves in the face of every purchasing decisions they make

People - The Role of Brand Positioning in Competitive Markets

The functions of the brand

The branding action illustrated so far allows the brand to perform 8 fundamental functions for the buyer and for the company itself:

  • The function of practicality - the ability of a brand to summarize the product's characteristics

  • The protection function - the ability of a certain good, product, or service to act as a signaling element of belonging to a certain company

  • The capitalization function - this happens by making specific values ​​attributable to the company settle in the public

  • The orientation function - the ability to orient the public's choice of products, goods, or services within an unfamiliar product category

  • The playful function - the ability of a brand to influence the purchase thanks to an emotional stimulation in the customer

  • Guarantee function - the ability exercised by a brand associated with a good, product, or service to encourage credibility on the part of the customer

  • The self-expression function - occurs when a brand can be relevant within a social group by becoming an identity element

  • Positioning function - this occurs when the above seven functions are applied correctly

The positioning of a brand therefore works in terms of:

  1. Technical and qualitative attributes of the product

  2. Practical and aesthetic benefits

  3. The target of a reference

When these three elements are well balanced, brand positioning reaches its maximum success.


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