The Impact of Brand Positioning on Consumer Learning and Brand Loyalty

Abstract

With the increase in consumer awareness coupled with an increase in income levels and thus financial availability, the consumer demand for products has skyrocketed and consumer views have significantly changed regarding market preferences. This change in preference has caused the market to become more competitive; companies are always making efforts to make their brands more popular and more known among consumers through means such as marketing and brand positioning. This paper is based on analyzing the impact of brand positioning on customer learning and brand loyalty by which the companies make the product prices more effective and using various effective advertising strategies. The paper includes three strategies of brand positioning i.e. beneficial positioning, psychological positioning, and competitive positioning in order to evaluate the impact they have on buying decisions. The study concludes that the brand positioning strategies work best in revolving around the human psyche in different ways, but seem to most heavily affect consumer perception. With that, it is also stated that the companies should make their products distinct and innovative so that consumers can easily identify the difference among other available products and have good reason to choose one firm’s brand over another’s.