Brand Positioning

Brand Positioning 


Brand positioning in it's most simplest terms is how the target audience interprets the brand. What are the first things that people think of when they see a specific brand?


Examples
Starbucks = expensive, yet comfortable
Glade = strong, durable
Swiffer = funny, easy, simply clean
Apple = cool, innovative
Ralph Lauren = preppy, sophisticated 


For this blog, I'm going to talk about Ralph Lauren specifically because of their brand positioning in the marketplace. When we think of Ralph Lauren, the image of rugby and polo come to mind. These two sports are highly positioned with RL because they are a "rich mans" sport. In all movies where wealthy people are at a sporting event - they are always wearing this specific brand. 

RL is sporty, casual, classy, sophisticated and pretty. People who wear this brand are constantly looking for prestige, luxury and glamour in their life. They are professionals with money. Their hobbies include polo, rugby and sailing. 


Ralph Lauren is positioned in the marketplace by their upscale sport clothing line. Because polo, rugby and sailing are a rich mans sport wearing RL is the only designer worn on the field. 


Ralph Lauren also has many different brand extensions which creates different target markets for whichever extension they are marketing. But in the end, RL is always positioned the same - whether it is for male or female.




Samantha