Differentiated positioning is the positioning strategy for many brands. It’s based on a benefit that is seen by the consumer as giving the brand an advantage over competitors.
Further discussion on differentiated positioning:
For a brand to be effectively positioned from its competitors, the consumer must see any competitive advantage as a consumer advantage. As an example, if a company claims that its product is faster than the competition, speed has to be valued by the consumer before it can be valued as a customer advantage.
Examples of differentiated positioning:
An example of differentiated positioning is when Select Comfort Mattresses introduced its Sleep Number beds, allowing consumers to adjust the firmness of the mattress to match their comfort level. Consumers saw this as a customer advantage since they had control of the firmness or softness of their mattress. Select Comforts differentiated themselves from other mattresses companies with other mattress companies, creating a competitive advantage and creating customer value.
Another example of differentiated positioning includes the early adoption of technology by Progressive Insurance. Progressive was the first insurance company to sell insurance directly to the consumer, using the internet. This created a competitive advantage for he company and thus, differentiated them from the competition, at the time.
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