A while back I wrote a blog about price as an often-overlooked brand positioning tool. Marketers are always looking for ways to influence how consumers perceive their brands in an effort to build relationships that are more than simply transactional. They know that effective brand positioning helps separate them from the competition and not just capture, but keep a larger share of both consumers’ minds and wallets.
Here are six of the most common positioning strategies that companies use. Depending on the product category, some will be more effective than others and all come with some potential drawbacks.