Brand positioning & repositioning agency

The positioning is a collection of perceptions in the mind of the consumer. Jack Trout.
Brand repositioning is a set of events and activities necessary for the perception of a product into the minds of target consumers. Main aim is redistributing the product among its peers according to certain characteristics in order to ensure competitiveness.

Three types of brand positioning

1
Superior
This implies the assertion that the company's product is the best. This can only be used by well-known brands that have loyal consumers, who do not question these claims.
2
Substitute
With this positioning one characteristic is chosen and the emphasis is placed on its difference from the competitors.
3
Complementary
This brand positioning is based on the allocation of an additional factor of competitiveness.
Depending on the number of the selected characteristics, two-dimensional and multi-dimensional positioning is selected.

2D brand positioning

Two-dimensional positioning is based on two main attractive properties of the product. The classic version of the two-dimensional positioning is the positioning in terms of the relation between money and product quality. Here a crucial point is to find the optimal ratio between the price and product quality.

A modern consumer will always notice a violation of this balance: a cheap product cannot be of higher quality than expensive analog products; The strategy of low prices with high quality can not be long-term and means a loss of profits for the company, as well as distrust of the brand.

Multidimensional positioning

Multidimensional positioning is based on the allocation of more than two parameters by which the product is compared with analogues. For example, a multidimensional scale for cars, when price, road performance, safety, service, reliability, comfort, prestige and design of a car are distinguished as the main parameters.

As a rule, in this case make up several scales of characteristics. Therethrough comparison with competitors is done. These scales are superimposed on each other and conclusions are drawn regarding the effectiveness of positioning, the fulfilment of plans for creating market perception of the product and the effectiveness of the chosen competitive strategy.

Brand repositioning methods

The repositioning strategy is highly efficient due to the professional customization of consumer perception and the usage of current market trends. It carries the idea of a disease prevention in sales processes. A new perception of products leads to loyalty and sales increase.

One of our work

LorakBikes LTD
+516%
traffic
+89%
sales
LorakBikes LTD
The company Lorak, LTD is the largest manufacturer of bicycles.
purpose
Improve brand awareness, increase sales of Lorak bicycles.
solution
Developed a brand website, brand book, banners for stands at exhibitions. Launched SEO website promotion and SERM advertising. In 2019, in addition to the redesign of the website, the design of bicycles and the logo were finalized.
result
For more than 7 years of cooperation a substantial amount of work on the website and advertising campaigns was carried out. Sales and site traffic have increased by a factor.
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traffic
52
320
sales
2%
91%
bounce rate
0.64
0.11

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