Steps involved in developing strong brand positioning

There are 4 steps involved in developing strong brand positioning:

1. Attribute research

Explore through a qualitative research into what attributes the buyers in the broad market use to choose one brand out of several alternates available in the market.

2. Competitors research

Identify how all the competitive brands available in the market are perceived in the performing along with each of the attributes.

3. Gap Analysis

Explore if any need gaps exists between what customer wants and what the best product available in the market is offering now. Search of a position that will allow the company to offer desirable, superior to or offers that are not offered by the competitors.

4. Concept Testing

Evaluate all the above alternative need gaps for interaction.