THE INFLUENCE OF BRAND DIFFERENTIATION AND POSITIONING ON CORPORATE COMPETITIVE ADVANTAGE

ABSTRACT: In the realm of commerce, it is an incontrovertible truth that no enterprise can emerge triumphant if its merchandise bears an uncanny resemblance to the offerings of its competitors. It is imperative for companies to diligently pursue the attainment of pertinent positioning and differentiation strategies. In order to effectively establish a brand, it is imperative for a company and its product or service to embody a unique and profound concept within the consciousness of the intended consumer base. Once a corporate entity has made the strategic determination of the market segments it intends to penetrate, it must subsequently deliberate upon its differentiation and positioning strategy. In this context, the company possesses the ability to distinguish its product or service offerings across various segments, as well as within each individual segment, thereby setting them apart from the prevailing competition. By establishing a distinctive edge over rival entities, a company is furnishing the customer with a compelling rationale to procure their offerings instead of opting for those of competitors. This is owing to the fact that a company employing a differentiated marketing strategy is apt to generate heightened sales volumes. A comprehensive comprehension of the differentiation concept is imperative in order to strategically position a company's offering in a manner that yields optimal effectiveness. The task of differentiation and positioning encompasses a trifold process, comprising the identification of a range of potential differentiations that yield a competitive edge, the discernment of the most fitting competitive advantages, and the ultimate selection of a comprehensive positioning strategy. A corporation may opt to distinguish its product based on attributes such as longevity, pricing, excellence, or in comparison to a rival. Achieving triumph in the realm of positioning necessitates the implementation of a meticulously devised and extensively researched strategic blueprint.The primary objective of this study is to discern the diverse methodologies that enterprises can employ in order to attain optimal competitive advantages while effectively distinguishing and situating their product within the marketplace. The primary aim of this study is to ascertain the impact of brand differentiation on both a company and its product. Additionally, it seeks to discern the methods employed by a company to differentiate and position its product in relation to its competitors. Furthermore, the study aims to identify the most effective strategy for differentiation and positioning, with the ultimate goal of attaining a greater competitive advantage. Lastly, it endeavours to determine whether a well-differentiated and strategically positioned product leads to an increase in sales volume. The research inquiries to be embraced in this scholarly endeavour are as follows: to what degree does the phenomenon of brand differentiation and positioning exert an influence upon a company and its corresponding product? In what manner can a company effectively distinguish its product from those offered by its competitors? Which differentiation and positioning strategy shall a company employ to attain the utmost competitive advantage? Can the implementation of differentiation and positioning strategies effectively augment the sales performance of a company? The paramount importance of this research endeavour lies in its potential to bestow upon the company the ability to discern the most efficacious differentiation and positioning strategy, thereby augmenting sales performance.The primary objective of this study revolves around the exploration of brand differentiation and positioning strategies, with the ultimate aim of attaining optimal competitive advantage within the marketplace. To accomplish this, an in-depth analysis will be conducted, utilising Dangote Noodles Limited as a compelling case study. In the pursuit of this scholarly investigation, the survey methodology shall be employed, wherein a meticulously crafted questionnaire shall be administered to solicit data from esteemed respondents hailing from select departments within the esteemed establishment known as Dangote Noodles Limited, situated in the illustrious locale of Ebute Ikorodu, nestled within the bustling metropolis of Lagos. Additionally, supplementary sources of information shall be harnessed, encompassing a comprehensive analysis of antecedent endeavours, pertinent scholarly publications, erudite textbooks, and reputable online resources.