Question

Choose a brand (except Coca Cola and Pampers and Tesla), then :

1- explain in which level it is positioned currently (product attributes , benefits beliefs & value)

2-how the brand could be positioned in the other two levels ?

Answer 1

1. Volvo cars

A brand is nothing but a name, which is memorable, has a positive connotation, and conveys a certain image. According to Kotler, Brand Positioning is defined as positioning "brands clearly in target customers' minds".

Getting back to the point, marketers can position brands clearly in customers' mind at any of these three levels:

1. Product attributes (least effective)
2. Product benefits
3. Beliefs and values (taps into emotions)

These, are the three levels of positioning of a brand / product.

At the lowest level, they can position the brand on product attributes. This is the least effective way as competitors can easily copy attributes and moreover, customers are not much interested in attributes, but rather on what those attributes would do for them.

A brand can be better positioned by associating it's name with a desirable benefit. Some examples of brands positioned on their benefits is Volvo.

The strongest brands are the ones which are positioned on strong beliefs and values.

2. Other two levels are

a. Product attributes

Volvo can position in product attributes by giving emphasize on safety features. They provide very good quality of cars which ensure maximum safety to the customers. So this is a product feature through which the company can attract more safety conscious people.

b. Beliefs and value

Volvo is a premium segment brand, so they cannot focus on value. Because they provide extreme quality and luxury in their car. So they build advertisements that attract families and make them feel that they and their family is safe while they are inside the car. Advertisement plays an impressive role in portraying belief in the customer.

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