Brand positioning forms an intrinsic part of any product/service launch. It is the most important function of any brand to survive in competition. Positioning helps to define category in which the Brand will survive, grow and grab market share.
Competition is result of more brands with similar features competes for market share and this is why positioning becomes important. Each brand needs to separate itself from other competing brands in packaging, communication, positioning for identifying the target audience. There are more than 100s of factors influencing a Brand position.
Initially customers don’t respond to brand, but to specific features which interest them. For instance, in case of a mobile operator, some customers connect since they get goof range where they live and work, while another set of customers connect due to better data connectivity, there are other customers who might hate but have to use it as their employer has given it to them, still others like as some of the close friends and relatives work over there. For a brand to establish its communication it becomes difficult to communication with different audience with different communication. Similarly, most brands face problems in defining communication strategy. This is where they need to hire services of experienced brand consultants and market research agencies that can help in defining what should be the strategy.
It is also observed, brands changing their communication over the period of time, to stay connected with customers and also connect with new customers, who will be interested to in new brand. But this is quite easy for B2C brands, when it comes to B2B they stay with the brand communication for decades without changing the communication lines, even though the customers have changed. This is the main reason behind B2B industry losing out business to competitors, who might have less experience.
B2B sector needs to also focus on brand development, like their B2C counterpart to stay ahead of competition, as most B2B customers like to be treated on par with B2C customers (Both customers expect similar treatment, when it comes to engagement)