Describe and explain each and every type of positioning stra

Describe and explain each and every type of positioning strategies such as key attribute positioning, positioning against competitor, umbrella positioning, etc.

Solution

In marketing, positionong helps a brand to attain and occupy a distinct position, compared to competing brands.

Key attribute means the inherent quality or feature of a brand. Under this positioning, the inherent quality of the brand or a product is used to position the brand or the product. For example Bentley focuses on luxury cars whereas Suzuki focuses on value for money cars i.e economical cars.

Positioning against competitor - In this positioning, you claim your brand or product is superior to that of the competitor\'s. For this type of positioning you will have to up the ante and better the competition on the following fronts - price, quality, range, service etc.

Umbrella positioning - Under this positioning, a collection of brands, products and services are united under the common umbrella of a single message. In simple words, all sub brands have one voice. For example Virgin (Richard Branson group) uses umbrella positioning and all sub brands like virgin media, virgin mobile, virgin games etc. uses one voice.