Branding Strategy

Why Brand Positioning Is Important for Health Products June 6, 2021 by Duncan Croker I examine the importance of brand positioning for health product companies.

Quick Lessons

six brand positioning categories graphic

There are six main ways to position your brand:

  1. Around low price.
  2. Around superior quality.
  3. Around rapid innovation.
  4. Around superior service.
  5. Around specific benefits.
  6. Around tailored one-to-one offerings.

Think about Woolworths. It’s seemingly cost-focused – but, in its marketing, it positions itself around ‘fresh produce’ (a type of superior quality) to differentiate itself from Coles.

Another example: Bunnings’ low price positioning.

Or Asana, with their efficiency positioning (a specific benefit).

Or even Tesla, a brand clearly focused on innovation.