Common Errors in Brand Positioning


Brand Positioning refers to the reason why target customers prefer one particular brand over others. It helps to create a distinctive place and value in the target customer’s mind and also acts as a key marketing strategy. Brand positioning can be done by explaining brand details, its uniqueness, similarity with competitor brands, and its usefulness. Some common errors possible to happen during brand positioning are under positioning, over positioning, confused positioning, and double positioning.

  • Under positioning refers to the situation in which the customer has an unclear/ blurred idea of the brand.
  • Over positioning is the situation in which the customers have limited awareness of the brand.
  • When customers have a confused opinion of the brand, then it is called as confused positioning
  • In Double Positioning customers hesitates to accept the claims of a brand


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