The Art of Brand Positioning: Carving Your Unique Market Space

Have you wondered why in a marketplace flowing with options, certain brands become synonymous with their products? Why do we say “Pampers” instead of diapers or “Google” instead of search engine? Some brands become household names while others struggle to get noticed. The key difference? Strong, strategic brand positioning.

What is Brand Positioning?

In simple words, brand positioning is about owning a unique space in the minds of consumers. You carve a distinct and memorable identity for your brand in the marketplace, making your brand the go-to choice for a specific need or value.

Think of Zoom, which positioned itself as the go-to platform for seamless video communication during the pandemic or Dyson when they hear “innovative cleaning solutions.” It’s not just about great products or clever marketing – it’s about where and how they position themselves in the market.

Key Elements of Brand Positioning

Confused about how you can be unique in such an overcrowded place? Well, it’s simple, the key is research. To achieve successful brand positioning, you need to answer the four elemental questions:

1. Who is this product for? (the Target Audience)

Without understanding your target audience, positioning your brand is like shooting in the dark—you’re unlikely to hit the mark.

Example: Careem, a ride-hailing company in the GCC, understood the convenience and cultural considerations of the market. They were well-known for localising content in multiple languages and were the first to introduce female drivers known as “Captainahs” to cater to female passengers who preferred female drivers.^[1]

2. What category of product is it? (the Competitive Set, or Frame of Reference)

In highly competitive markets like the GCC, a well-defined competitive set that helps your brand to stand out as unique is essential. It gives customers a reason to choose you over others and foster loyalty.

Example: Noon, a GCC-based e-commerce platform, sets itself apart by focusing on regional pride, supporting local businesses, and ensuring fast, reliable delivery tailored to the local market, giving strong competition to global giant Amazon.

3. What benefit does it offer? (the scratch to the itch the consumer has)

Brands can offer three types of benefits – functional, emotional, and experiential. Brands that build strong emotional & experiential connections position themselves as integral parts of their customers’ lives, fostering loyalty and long-term engagement.

Example: Global Village in Dubai has effectively positioned itself as a cultural icon by showcasing over 90 cultures across 27 pavilions, offering immersive experiences that celebrate global diversity. This approach has attracted a record-breaking 10 million visitors during Season 28, reinforcing Dubai’s reputation as a vibrant hub for multicultural engagement and innovation. ^[3]

4.Why should I believe that? (the Reason To Believe – RTB)

Brands that deliver a strong RTB consistently over time keep on delivering a unified and recognizable identity across all platforms. This helps in building a strong image, life-long trust in a brand and reinforcing the brand’s position in the market.

Example: Emirates Airline has consistently maintained and communicated its brand via the message of luxury with comfort, providing a world-class service all over the globe. Their RTB has changed over time, but each time, their messaging solidifies their position as a premium airline in the GCC region and globally, ensuring customer love continues to build.

Regional Success: Almarai Dominance in the GCC

In the Gulf Cooperation Council (GCC) Region, Almarai is a standout example of strong brand positioning. In Saudi Arabia, it holds a 65% market share in the dairy sector, a 47% share in the juice segment, and a 54% share in bakery products. Additionally, Almarai leads the fresh poultry segment with a 32% market share in Saudi Arabia, 21% in the UAE, and 63% in Kuwait. ^[2] It is known as the region’s leading dairy producer, consistently delivering on their values of freshness, top-notch quality, innovation and health. Consequently, Almarai has become the first name consumers think of when it comes to dairy products in the GCC.

A Lesson in Missteps: BlackBerry Z10

Conversely, the launch of BlackBerry Z10 in the year 2013 serves as a notable example of failed brand positioning. Blackberry, once a leader in the smartphone industry, failed to keep up with the advanced technologies of Samsung and Apple.

The Z10’s features fell short compared to the more innovative offerings from competitors. BlackBerry was known for its business-centric approach, shifting towards a consumer-friendly image led to confusion among its existing customer base. This misalignment in brand positioning resulted in poor sales and further decline in market presence.

Final thoughts

In today’s competitive landscape, where new technologies emerge daily, brands must consistently elevate their game to stay relevant. Failing to position yourself effectively—like BlackBerry in the smartphone market—or to adapt to technological and market shifts, as seen with Kodak in the photography industry, can lead to significant decline and loss of market presence.

To thrive in such a dynamic environment, brands must continue to not only innovate but also reassess their position with evolving consumer needs and market trends.

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[1] Careem’s first ‘Captainah’ ready to hit Saudi roads

[2] Almarai Company Profile

[3]Global Village’s Season 28 sets a New Record with 10 million Visitors