Benefit-Based Strategy
Posted: Tue Dec 10, 2024 9:47 am
A unique selling proposition is a unique feature or set of features that distinguishes a product or service from its competitors. In other words, these are the so-called rational benefits that a brand provides to its customers. FedEx guarantees on-time delivery or your money back. McDonald’s provides fast service and a standard menu. Dyson provides bagless vacuum cleaner technology that ensures better efficiency and hygiene.
ESP
Emotional Selling Proposition is the emotional benefits that the brand provides to customers. Dove is a sense of beauty and self-confidence, as well as a positive approach to diversity and self-acceptance. Nike inspires and motivates to achieve sports and life goals. Coca-Cola creates campaigns that focus on joy and shared moments spent with family and friends.
RTB
Reason to believe , is the reason why customers should believe in the promises made by the brand. Colgate: "recommended by dentists" - the brand uses dentists' recommendations as RTB. The expert recommends an effective toothpaste that will help take care of the health of your teeth. L'Oréal often emphasizes that it conducts clinical studies that emphasize the effectiveness of its products in skin and hair care. Toyota is longevity and reliability, which are confirmed by hundreds of thousands of customers around the world.
brand positioning
Different Brand Positioning Strategies
Brand positioning strategies are a set of different methods, techniques, and approaches that different companies use. It’s usually a mix that helps effectively differentiate a brand in the minds of consumers and from competitors. Below are a few popular strategies to have on hand.
Benefit-Based Strategy
The goal is clear. To show potential customers the main benefits of a product or service. Head & Shoulders is on a crusade against dandruff and cares for hair.
Product Attribute Based Strategy
You build your brand based on one or more morocco telemarketing unique features or properties of the product. Duracell emphasizes that it has the longest life among batteries.
Customer Service-Based Strategy
Remember which one is famous for its amazing customer service? So far, we've mentioned two - Amazon and Zappos. In this strategy, you focus on providing customers with an exceptional experience. Every step of the shopping journey is designed to be quick, easy, and enjoyable. The American department store chain Nordstrom is also among the companies going down this path .
Price-Based Strategy
Your product or service provides the best value for customers at the lowest price. In some cases, it is the cheapest alternative available. The aim is to show that the customer gets “more for less”. Lidl and Ryanair often compete for customers on price.
Strategies based on quality, brand as a leader, target group and others are other examples of how to reach the customer. You can choose one of the paths or try different combinations.
ESP
Emotional Selling Proposition is the emotional benefits that the brand provides to customers. Dove is a sense of beauty and self-confidence, as well as a positive approach to diversity and self-acceptance. Nike inspires and motivates to achieve sports and life goals. Coca-Cola creates campaigns that focus on joy and shared moments spent with family and friends.
RTB
Reason to believe , is the reason why customers should believe in the promises made by the brand. Colgate: "recommended by dentists" - the brand uses dentists' recommendations as RTB. The expert recommends an effective toothpaste that will help take care of the health of your teeth. L'Oréal often emphasizes that it conducts clinical studies that emphasize the effectiveness of its products in skin and hair care. Toyota is longevity and reliability, which are confirmed by hundreds of thousands of customers around the world.
brand positioning
Different Brand Positioning Strategies
Brand positioning strategies are a set of different methods, techniques, and approaches that different companies use. It’s usually a mix that helps effectively differentiate a brand in the minds of consumers and from competitors. Below are a few popular strategies to have on hand.
Benefit-Based Strategy
The goal is clear. To show potential customers the main benefits of a product or service. Head & Shoulders is on a crusade against dandruff and cares for hair.
Product Attribute Based Strategy
You build your brand based on one or more morocco telemarketing unique features or properties of the product. Duracell emphasizes that it has the longest life among batteries.
Customer Service-Based Strategy
Remember which one is famous for its amazing customer service? So far, we've mentioned two - Amazon and Zappos. In this strategy, you focus on providing customers with an exceptional experience. Every step of the shopping journey is designed to be quick, easy, and enjoyable. The American department store chain Nordstrom is also among the companies going down this path .
Price-Based Strategy
Your product or service provides the best value for customers at the lowest price. In some cases, it is the cheapest alternative available. The aim is to show that the customer gets “more for less”. Lidl and Ryanair often compete for customers on price.
Strategies based on quality, brand as a leader, target group and others are other examples of how to reach the customer. You can choose one of the paths or try different combinations.