Brand position is imperative for the success or failure of a company. It’s the brands identity. This is how the brand is portrayed to an audience. For example, what’s the first thing that comes to mind when you think of Nike? You probably start to think about sports, running shoes, their checkmark logo or their “just do it” motto. This is all part of Nikes positioning in targeting athletes. You would never think of jewelry or handbags because that’s just not them as a company. A brand position does not target nor cater to everyone. It’s designed for a specific market. Take Lamborghini as an example, they target people who are into high end luxurious cars. If they made shoes, as shown in the picture above, it would be off brand and confuse their audience. It will dilute their positioning and cause a decrease in sales.
In class we learned the formula that serves as a basis for creating a positioning statement. This statement included the target segment, category, value proposition and supporting evidence. Although it seems simple, many brands lose sight of their brand positioning. Here are some examples of brand positioning gone wrong.
Colgate is known for their toothpaste and oral care products. They are in competition with Crest, Arm and Hammer and Pro Namel. Colgate wanted to head into frozen food. Colgate targets customers who want a clean mouth and have a brand proposition directly related to oral hygiene. Using their logo that has a pre-existing identity to toothpaste and placing it on food was confusing to customers and did not go over well
Burger King is a well-known fast food chain. They target people who are looking for food that is made quickly and taste good. Burger King competes with Mc. Donald’s and Wendy’s. These chains are known for selling greasy, unhealthy food. As more people started eating better and pursuing a healthier lifestyle, Burger King wanted to meet this demand. They came out with “Satisfries”. These are fries that have 40% less fat and 30% less calories. Being that their customers go there for their unhealthy choices, this new product was off brand did not do well with their customers.
These examples show the importance of brand positioning. When companies try to branch off into other categories, they risk confusing their brand and consumers. This leads to a decrease in revenue and even consumers.
- Picture created by Kassi Jata
- Carter, Lorraine. “Brand Flops: 5 Lessons Brand Managers Can Learn From Epic Brand Failures.”Persona Design, Lorraine Carter Https://Www.personadesign.ie/Wp-Content/Uploads/2017/01/Persona-Design-Logo-512px-300×300.Png, 12 July 2016, www.personadesign.ie/brand-flops-5-lessons-brand-managers-can-learn-epic-brand-failures/.
- “Top Branding Fails From Large Companies.”Tailor Brands, 11 Oct. 2020, www.tailorbrands.com/blog/9-huge-branding-fails-from-your-favorite-companies.