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 to introduce the necessary perception of a product into the minds of target consumers for redistributing the product among its peers according to certain characteristics in order to ensure competitiveness.

Three types of brand positioning

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.
With this positioning, one characteristic is chosen and the emphasis is placed on its difference from competitors.
This brand positioning is based on the allocation of an additional factor of competitiveness, which does not have competitors ' products.
Depending on the number of 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 positioning in terms of the relation between money and product quality. Here a crucial point is to find the optimal ratio between 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 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 fulfillment 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 disease prevention in sales processes. Namely, a new perception of products leads to loyalty and sales increase.

One of our work

LorakBikes LTD
LorakBikes LTD
The company Lorak, LTD is largest manufacturer of bicycles.
Improve brand awareness, increase sales of Lorak bicycles.
Developed a brand website, brand book, banners for stands at exhibitions. Launched SEO website promotion and SERM advertising. In 2019, together with the redesign of the site, the design of bicycles and the logo were finalized.
For more than 7 years of cooperation a lot of work on the site and advertising campaigns was carried out. Sales and site traffic have increased by a factor.
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