Brand Identification - Unique Positioning of Different Brands

 UNIQUE POSITIONING OF DIFFERENT BRANDS

IKEA: READY TO ASSEMBLE FURNITURE

•Ikeahaspositioneditselfasthego-tocompanyforanyonefromstudentstoelderlywhowishtopurchaseready–to–assemblefurnitureatagreatprize.

•Ikea’sofferingishighvalue, portable,standard quality products which arenotveryeasytoassemble.DespitethatpeoplestillflocktoIkeastoresbecauseeveryassemblyisauniqueexperienceforthecustomer.

•Thus,Ikeaoffersanimmersiveexperiencetoitscustomerswhichwasbelievedtobeimpossibleinthefurnituremarketbeforeit

AIRBNB

•Airbnb’s first value proposition “Forget hotels: stay with a local while traveling”.

•Airbnb understood the existing gap in the market and started providing local accommodation options to make tourists feel at home rather than feeling like outsiders.

•By creating an entirely new segment, Airbnb differentiated itself from hotels and other rental sites and focused mainly on the hospitality aspect of living in a locals home.

•The offerings were cheap, easy to find and located in the heart of the city also helping adventurers on a budget.

TESLA

•Tesla launched with the focus only on a very small demographic of wealthy and environment conscious people who wanted a stylish, luxurious car for travelling.

•Owning a Telsais a statement for people which implies that the owner is having a forward vision and is socially conscious.

•Tesla products are also known for their cutting edge technology, unique design, offering safety while being faster than any car running on fossil fuel, extensive use of software and it was also the first to offer semi autonomous driving.

WHOLE FOODS

•Whole foods positions itself as the best source of the healthiest, natural and organic foods.

•It is the first grocery store to be “certified organic”.

•The company’s mission is to “promote vitality and well-being of all individuals by supplying the highest quality, most wholesome foods available”.

•Their major standards include presence of no artificial flavours, colours, preservatives or sweeteners in any of the food that they sell.

RAZER GAMING EQUIPMENTS

•Razer was founded to develop and market high end computer gaming devices.