In order for brand strategies to be successful, it is crucial to ensure that the brand information is as accessible as possible. Brand positioning defines how the company's target image is shaped in the minds of consumers. In a competitive environment, ensuring the differentiation of a brand is possible through an effective brand positioning that includes a consistent consumer-brand relationship. Brand reliability is based on this consistency in the fulfillment of brand promises and is a crucial feature of positioning. Effective brand positioning is required to reveal brand trust and generate measurable value. As the marking strategy starts with positioning, other marketing-related issues are shaped around this positioning strategy. Therefore, the steps need to be defined in advance when deciding on the message content of narrative strategies. The efficiency of a successful brand positioning can get amplified with consistent messages in narrative advertising. In the event of consistency, compliance with brand value enhances customer satisfaction and thus brand loyalty.
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The brand is an extension of stories, objects, and identities. It is crucial for brand strategies to make such information more accessible to take place in the mind of the consumer. The flow of brand stories to the consumer must be uninterrupted. Nevertheless, it is challenging for companies to control brand stories and interactive brand processes. Cultural tendencies, rhetorical influences, brand cultures, and narrative strategies generate opportunities for consumers to experience different roles (Schroeder, 2005).
Brand positioning defines how the organization's marketing and the target image are designed in the minds of consumers. This perspective generates customer-focused value in which, positioning is designed to meet the specific needs of a market segment (Kotler, 2018). In a competitive environment where products with similar characteristics are present, ensuring a differentiation of a brand is possible through an effective brand positioning that comprises a consistent and distinctive consumer-brand relationship (Keller, 2013).
In order for brand positioning to be clearly and successfully identified, brand identity must be consistent and appropriately shaped. The main purpose of positioning is to distinguish the brand from other alternative brands in the market. On the other hand, in relatively shorter processes, for example, in a transition period in which a brand is separated from a segment or a new segment is identified, the risks associated with the success of the positioning statement are greater (Janiszewska, 2012).
Brand positioning is built in the perception of the target audience as a projection of a more explanatory information set of the brand identity and provides an advantage in the competitive environment by highlighting the differentiation aspects. Brand reliability is based on the consistency in the fulfillment of brand promises and is another crucial feature of positioning. This consistency refers to staying unchanged despite dramatic developments in the environment.
Effective brand positioning is required to reveal the authenticity of the brand and to create measurable value. There are different interactive variables in brand positioning. For example, it should be taken into consideration that the market structure of the brands, the characteristics of the consumer segments and the consumer perception are interrelated, and communication strategies for these variables should be taken into consideration while brand communication strategies are preferred (Shah & Sharma, 2017).
When brand positioning is not designed in harmony with the consumer expectations brands cannot be appropriately distinguished from their competitors. In this case, the perceived positioning can lead to possible negative consequences, and the loss in long-term sales expectations is inevitable (Fuchs & Diamantopoulos, 2010).
The consistency of the brand message is crucial in order for consumers to have positive evaluations. Thus, the orientation of the target group within the expectation can be realized among a large number of messages belonging to different brands (Chang, 2018).