Notes

2022 Brand Positioning Map: The Power of Perception

Your brand positioning map can help you figure out how your brand compares to others in consumers' perceptions. Perceptual brand mapping is the visual representation of specific brands against axes, where each axis corresponds to a characteristic that drives brand selection, according to the American Marketing Association (AMA).

In order to identify your target audience's needs, you need to create a brand positioning map. Mapping is best done with multiple versions that reflect different attributes. Your map will help you see which of your competitors are more competitive in a particular area.

You create maps that reflect the values that are important to your customers. Values are directly related to the perception of your product or service. Shared values win the day for brands.

Build consumer loyalty based on shared values, according to Harvard Business Review. A buyer's response to your brand isn't determined by the number of interactions he or she has with it, but by the quality and relevance of those interactions.

website info have excelled at brand positioning over the years by implementing a positioning strategy that rivals their competitors. Here are five great examples:

Bumble vs. Tinder

A dating app founded in 2014 by Whitney Wolfe after she left Tinder, Bumble offered women the opportunity to take control when meeting new people.

Bumble has expanded its focus beyond the dating category by offering users the opportunity to find friends and professional contacts. While https://ideamensch.com/sridevi-aiyaswamy/ focuses on fleeting relationships, Bumble is more serious.

Bumbles vs. Tinders Positioning Strategy

Bumbles positioning strategy is differentiation. In https://inspirery.com/sridevi-aiyaswamy/ , Bumble claims the brand initiated its existence in order to break the antiquated rules of dating. Women were the initiators, not men, which made its approach much more distinctive from other apps.

The positioning strategy of Tinder relies on its established history and popularity to attract users. The brand does not advertise itself as a leader in online dating (such a tone would not be appropriate), but emphasizes its number of users and nearly decade-long history as evidence of its leadership.

Starbucks vs. Dunkin

While Starbucks and Dunkin may seem different, both cater to customers who go on daily coffee runs. Dunkin's brand focuses on coffee and donuts, as opposed to Starbucks, which focuses on the in-store experience. According to its slogan, American Runs on Dunkin, it provides a wide variety of products across the country. Meanwhile, Starbucks emphasizes craft and offers a more traditional coffee shop experience.

Starbucks vs. Dunkins Positioning Strategy

Green and brown brand colors on Starbucks are directly opposite pink and orange on Dunkin's. As a result, their strategies reflect this.

Starbucks strategy focuses on quality. According to Starbucks' Coffee Finder page, the brand's coffee masters have distilled their years of experience into three simple questions. As such, Starbucks emphasizes quality rather than quantity.

As a result, Dunkin's strategy is based both on leader status and wide availability. The brand states that Dunkin' serves more than 3 million customers daily with its baked goods and coffee, highlighting how convenient it is to stop in for a cup of coffee on the go.

Spotify vs. Apple Music

Apple Music vs. Spotify is a hot topic that has garnered infinite attention. There are more than 26 million results on Google's news section alone if you search for it.

In contrast, Apple Music is known for its premium song selection and, of course, the quality of Apple products. While they offer quite similar products, they approach the market in radically different ways.

Apple Music vs. Spotify Positioning

Spotify uses a price-based strategy. Apple Music's premium options are similarly priced, but it offers a free plan that makes it more accessible.

Apple Music emphasizes quality over quantity, boasting its 60-million song catalog. Additionally, it provides exclusive content such as videos and lyrics on screen. Compared to Spotify, this feature is only available for a few songs.

Popeyes vs. Chick-Fil-A

Fried chicken is the only thing Papayes and Chick-Fil-A have in common. There isn't a lot in common between the brands apart from that. Your lunch hour will be filled with down-home, southern, cajun-style recipes at Popeyes. On the other hand, Chick-Fil-A offers wholesome, well-rounded favorites that everyone in the family will enjoy every day except Sunday.

Popeyes vs. Chick-Fil-A Positioning Strategy

Chick-Fil-A touts a hybrid approach of customer service and quality based on its differentiating strategy. There are both overt and covert positioning strategies at Chick-Fil-A. In contrast to their pride in their sandwiches and salads, you won't hear the company brag about its stellar customer service. Instead, they let the actions of their employees speak for themselves.

As for Popeyes' customer service, it's about on par with other fast-food competitors. When compared head-to-head with Chick-Fil-A, the company stands out as a run-of-the-mill fast-food chain that can hold its own.
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