Product Positioning Strategy (Brand vs Product Positioning)

Brand positioning and product positioning are distinct in business-to-business marketing. In consumer goods, the roles of brand managers often encompass product management and marketing, leading to confusion. In business-to-business or tech industries, the brand is seen as covering multiple products, while individual product marketing managers handle specific products. Even in small startups with a single product, understanding the difference between brand and product positioning is crucial. Brand positioning focuses on creating psychological value, aiming to embed the brand in long-term memory, while product positioning is more rational, emphasizing short-term decision-making and evaluation of specific product attributes.