Ad: Branding and Positioning

Branding

The process of creating a unique identity and image for a product or company through elements like name, logo, tone, and messaging to build recognition and loyalty.

Positioning

The strategy of shaping how a product is perceived by consumers relative to competitors, often by highlighting key features or benefits.

Attribute Positioning

Focuses on a specific feature or characteristic of a product that sets it apart.

Benefit Positioning

Highlights the value or advantage the customer gains from the product.

Use or Application Positioning

Centers on how or when the product is used to solve a specific need.

User Positioning

Targets a particular group or lifestyle of consumers.

Competitive Positioning

Directly compares a product to a rival brand to show superiority.

Product Category Positioning

Defines a product by the category it belongs to—or redefines that category.

Quality or Price Positioning

Emphasizes high-end quality or affordability to influence perception.