What is an example of Global brand positioning?
Clarke Ricks School of Business,
Liberty University
BUSI 690: Policy and Strategy in Global Competition
Dr. Hicks
May 7, 2022
What is an example of Global brand positioning?
When you think about ordering high-quality glasses online, who do you think of? There’s a
high probability Warby Parker rings a loud bell. Even if you didn’t know what they sell, you still
likely recognize the name. That’s a strong brand position and they created it by creating a
customer experience no one else thought was possible. People wanted to buy glasses online,
but they needed to try them on first. Warby Parker figured out how to solve that problem and it
made them one of the most well-known US e-commerce brands.
Can you even think of a Warby Parker competitor? Pair Eyewear, Fedon, and Lenskart are
the big ones. Ever heard of them? Chances are you haven’t. Warby Parker created such
a successful brand that the general public doesn’t even know the names of most of their top
competitors. Now, your company isn’t likely to earn this strong of a brand position, but that
doesn’t mean you shouldn’t get to work and create a clear brand positioning framework.
Brand positioning framework — what you need
Brand positioning strategies come in all shapes and sizes. If you work with an agency, you’ll
likely end up with a nicely finished brand position book with Venn diagram images showing
your brand amongst your competitors. But you don’t need to invest in an agency to create your
own brand positioning strategy. Start by thinking about where you want to focus. Is your brand
position going to be based on customer service, price, quality, convenience, or some new
experience or product? Walk through the following steps to create a simple brand positioning
framework.
1. Competitor identification and research
Who are your competitors? You know, the same companies that you talk about in meeting
rooms. Which one created the customer experience you had on your roadmap before you got
to it? Who are the brands that customers turn to when you’re out of stock? Go research them.
Identify five of your immediate competitors. What problems do they solve? What do they
do better than you? Worse? Take a look at their visual brand, their website, and their mobile
experience. Make notes about what they’re doing well and what you think they’re missing. Pay
particular attention to the price of their product, their customer service experience, the quality
of their product or service, and the convenience they provide to buyers.
2. Competitive differentiation — what makes your brand unique?
Now that you have your five main competitors identified and researched, direct a critical
eye to your own brand. Identify your strengths and weaknesses in all of the areas you outlined
for your competitors. Put your company profile side by side with them and see what makes
your brand unique.
Is it the sizing info you offer on your website? The customer service and return policy? The
mobile experience? Your product content? Your target price? Define what sets you apart and
use these findings as the foundation to craft your brand positioning statement.
3. Brand positioning statement
Take what makes your brand unique and compress it into a single paragraph that describes
your brand position. This will take some rounds of work and lots of winnowing.
Here’s an example from Coca-Cola:
“For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the
most refreshing options — each creates a positive experience for customers when they enjoy a
Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness
and make a positive difference in customers' lives, and the brand is intensely focused on the
needs of consumers and customers.”
From that, it is clear what Coca-Cola sells, who they sell to, and what they want to inspire in
their customer’s lives. Once you refine your own brand positioning statement, the next step is
to get clear about the brand elements that can help you define your position in the market.
4. Brand elements that reflect your unique selling proposition (USP)
With a strong brand positioning statement, it is time to get clear about which brand
elements can help you position your company and products where you want them. Does your
tagline line up with your positioning statement? Is your logo really communicating that you sell
high-end products? Here are some of the main elements you need to clarify and communicate
your brand positioning statement.
oTagline
oLogo
oVisual identity
oProduct content
oProduct packaging
oPhysical location signs and menus
oMessaging and brand guidelines
oBrand identity kit
Make sure all of these reflect your brand position to the best of your ability.
