In times of extreme competition and globalized market, investing in a good brand positioning has become mandatory for large companies to conquer and maintain prominence in the segment of their operations.
But, after all, how can you position yourself in a strategic and lasting way?
To help you figure this out, we have gathered in this article the example of 5 companies that are benchmarks in positioning their brands. And we still have a bonus at the end of the content!
So, continue reading and take the opportunity to acquire this knowledge.
What is brand positioning?
First of all, let’s conceptualize brand positioning according to one of the greatest scholars of modern Marketing: Philip Kotler.
For Professor Kotler, positioning “is the act of developing the company’s offer and image, so that they occupy a distinct and valued place in the minds of target consumers”.
This means that brand positioning must be incorporated perennially in the institutions, not just in one-off campaigns, building a long-term message that makes the target audience identify with the brand.
Let’s better understand this concept with the examples of companies such as Magazine Luiza, Natura, Starbucks, Dove and Apple. See below!
Which companies are benchmarks in brand positioning?
1 – Magazine Luiza
The growth of the brand led by Luiza Helena Trajano — the Brazilian who appeared in the ranking of the most influential women in the world according to Time Magazine — is one of the great retail success stories.
To reach the top, the positioning of the Magazine Luiza brand consisted of pillars that put the customer at the center, following the trends of contemporary marketing to personify the brand. To stand out against the competition, the brand bet on the creation of Lu do Magalu, a virtual digital influencer.
Lu do Magalu went viral and brought a new way of positioning the company’s offers, using the products, making reviews and interacting with consumers.
2 – Natura
Moving on to another Brazilian brand with international relevance, Natura strengthened its position by planting its flag for sustainability, leading the movement of practices aimed at ESG.
The most relevant point of this case is that brand positioning has been applied throughout its internal culture. From this, the brand started to implement sustainable practices in the manufacture of its products, in addition to encouraging employees to reduce the use of disposable materials within the spaces of the company, for example.
3 – Starbucks
Starbucks’ big goal is more than selling coffee. Its brand positioning is related to delivering an excellent customer experience.
From the moment the customer enters one of their stores, they feel at home, either by the treatment of the attendants, who call consumers by name when delivering the purchased product, or also in the welcoming environment that lead many people to work and study from one of the tables in the store.
4 – Dove
Dove’s commitment to dealing with topics hitherto little explored by competitors has made it known as the brand that inspires the pursuit of true beauty.
For many years, their brand positioning has involved demonstrating diversity in campaigns by including models outside the common standards of the media, as well as encouraging women to accept themselves as they are and seek well-being above their appearance.
5 – Apple
There is no way to think about brand positioning without remembering Steve Jobs’ legacy. Apple’s commitment to the luxury and exclusivity of its products has transformed consumers into true brand promoters.
Since then, having an iPhone, iPad or Apple Watch has become synonymous with an early adopter lifestyle, modern and cool, increasing the brand’s value and creating an overall market expectation for the company’s launches.
As we have seen, the most famous and powerful brands of today are those that invest in brand positioning and constantly work to stay on top through their strategy.
Now that you know what brand positioning is and know examples of companies to be inspired, how about learning more about the topic?
Bonus: Learn the best strategies to improve your brand’s positioning in the face of competition: watch the masterclass that IBS Americas has prepared together with Professor David Atkinson of Pearson College London. Sign up for free and get access to the content. Participants receive a participation certificate and special conditions for taking an international course.