Heralding a rapport between perceptions and possibilities: Brand Positioning

It’s 2015.

People go around on hoverboards, Apple released a Pencil that functions as a virtual brush, and Microsoft HoloLens becomes a means of interacting with the help of Mixed Reality; nothing was the same anymore.

Over the years, we have seen how it all played out, with the Apple Pencil becoming more of a necessity for iPad users and the HoloLens becoming a benchmark for Augmented Reality. Inventions like these become defining moments in the brand journey and position the brand highly in the audiences’ minds, establishing a strong brand value proposition that provides a market edge for a significantly long time.

A Preface to Brand Positioning

The perspectives of a buyer about a particular product or brand are something that commands influence in the market today. There is an increased focus on shaping perceptions and enhancing the buyer’s experience with the brand. Consumers always like to keep their values and ethics intact, which is why they want to associate themselves with brands that represent certain qualities of customers, do not cause any harm to their ideals, and ultimately, come up with a wholesome experience. This leads to brands releasing multiple product lines, in order to reach out to a wider audience, creating a bigger appeal to the market.

Basically, Brand Positioning is all about bringing in a clear distinction between brands and effectively communicating the unique aspects of one brand over another. It tends to raise the customer's preference for one brand over another, attracting a large audience. It not only involves explaining the difference between certain brands but also serves as a form of justification for the product prices. This depends upon the message the bran