{"id":41219,"date":"2023-01-16T03:29:33","date_gmt":"2023-01-16T03:29:33","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=41219"},"modified":"2026-05-05T15:59:01","modified_gmt":"2026-05-05T19:59:01","slug":"ricerca-di-mercato-sul-posizionamento-del-marchio","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/it\/soluzioni\/soluzioni-di-branding-e-ricerca-clienti\/ricerca-di-mercato-sul-posizionamento-del-marchio\/","title":{"rendered":"Brand Positioning Market Research for Industrial Leaders"},"content":{"rendered":"
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Marca<\/a> Positioning Market Ricerca<\/a><\/h1>\n
\"Ricerca<\/figure>\n
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Cos\u2019\u00e8 il posizionamento del marchio?<\/h2>\n

Il posizionamento del marchio si riferisce al valore unico che un marchio presenta ai suoi clienti. Secondo il esperto di marketing Philip Kotler, il posizionamento del marchio \u00e8 \u201cl\u2019atto di progettare l\u2019offerta e l\u2019immagine dell\u2019azienda per occupare un posto distintivo nella mente del mercato di riferimento\u201d. Il posizionamento del marchio, in altre parole, descrive in che modo un marchio \u00e8 diverso. Mostra ci\u00f2 che distingue il tuo marchio dalla concorrenza e ci dice dove o come si trova nella mente dei clienti.<\/p>\n

Companies use UX Market Research to define the brand<\/a> position. They examine how potential and current customers interact with the Brand. They also use data to fuel the next steps. This type of Brand Positioning Strategy Market Research<\/a> is powerful. Research allows advertising and marketing<\/a> teams to understand their market of interest better. It\u2019s better than making assumptions or resorting to what worked in the past.<\/p>\n<\/div>\n

Brand Positioning Market Research: How Industrial Leaders Build Defensible Category Authority<\/h1>\n

In B2B industrial markets, brand positioning decides which suppliers make the shortlist before procurement opens a single RFQ. The specifier’s mental model forms long before the buying committee convenes. Brand positioning market research reveals that model, quantifies its drivers, and exposes the levers that shift preference inside engineering, operations, and procurement.<\/p>\n

For Fortune 500 industrial firms, the stakes compound. A misread of how plant managers, OEM procurement leads, and EPC contractors perceive your brand against installed-base incumbents distorts pricing power, channel economics, and aftermarket revenue strategy. The firms that lead their categories treat positioning as a measurable asset, not a marketing exercise.<\/p>\n

Why Brand Positioning Market Research Drives Industrial Pricing Power<\/h2>\n

Industrial buyers do not select on price first. They select on perceived risk, total cost of ownership, and supplier credibility under warranty conditions. Positioning research isolates which attributes actually move specification decisions and which are table stakes that no longer differentiate.<\/p>\n

The conventional approach relies on win\/loss debriefs and sales team intuition. Both are biased toward the deals already in motion. The better approach quantifies perception across the full addressable specifier base, including accounts your sales organization has never touched. Caterpillar, Siemens, and Atlas Copco have built category dominance partly because their positioning research includes non-customers and lapsed accounts, where the most diagnostic perception gaps live.<\/p>\n

SIS International Research has consistently found that industrial buyers weigh reliability and field-service responsiveness two to three times more heavily than headline price in capital equipment categories, yet most challenger brands continue to position on cost advantage. The repositioning opportunity sits in service network density and uptime guarantees, not unit economics.<\/span><\/p>\n

The Four Inputs That Make Positioning Research Defensible<\/h2>\n

Rigorous brand positioning market research in industrial categories rests on four inputs. Each addresses a question that sales data alone cannot answer.<\/p>\n

B2B expert interviews<\/strong> with specifiers, plant engineers, and OEM procurement leads surface the decision criteria buyers use but rarely articulate in surveys. These interviews reveal the language of the category, the unwritten rules of supplier qualification audits, and the trigger events that open switching windows.<\/p>\n

Quantitative perception studies<\/strong> across a statistically valid specifier sample measure unaided awareness, aided recall, attribute association, and consideration set membership. The output is a perceptual map showing where your brand sits against incumbents on the dimensions buyers actually weigh.<\/p>\n

Intelligenza competitiva<\/strong> on installed base analytics, aftermarket revenue strategy, and channel partner economics contextualizes the perception data. A brand can win on perception and still lose on distribution density. Positioning recommendations that ignore channel reality fail in execution.<\/p>\n

Voice of customer (VOC) programs<\/strong> close the loop. Continuous VOC tracking detects perception drift before it shows up in lost bids. The firms with the strongest category positions run VOC as an always-on instrument, not a triennial study.<\/p>\n

The Specifier-Procurement Perception Gap<\/h2>\n

The most actionable insight in industrial positioning research is the gap between how specifiers perceive your brand and how procurement perceives it. These two audiences sit on the same buying committee and frequently disagree.<\/p>\n

Specifiers index on technical fit, application engineering support, and field reliability. Procurement indexes on total cost of ownership, payment terms, and supplier consolidation risk. A brand strong with one and weak with the other gets specified and then negotiated out, or qualified and then never specified. Honeywell and Emerson have invested heavily in dual-audience positioning precisely because the gap is where deals are lost.<\/p>\n

In structured B2B expert interviews conducted by SIS across industrial categories spanning automation, fluid handling, and power generation, the specifier-procurement perception gap averaged 30 to 40 percent on attributes such as long-term cost competitiveness and innovation pace. Brands that closed this gap through coordinated technical and commercial messaging captured measurable share gains within two to three buying cycles.<\/span><\/p>\n

The SIS Industrial Positioning Diagnostic<\/h2>\n

SIS International applies a four-quadrant diagnostic that maps brand position against two axes: perception strength among specifiers and perception strength among procurement. Each quadrant carries a distinct strategic implication.<\/p>\n

\n\n\n\n\n\n\n\n\n
Quadrant<\/th>\nSpecifier Perception<\/th>\nProcurement Perception<\/th>\nStrategic Implication<\/th>\n<\/tr>\n<\/thead>\n
Category Authority<\/td>\nHigh<\/td>\nHigh<\/td>\nDefend pricing power, expand aftermarket<\/td>\n<\/tr>\n
Specified, Negotiated Out<\/td>\nHigh<\/td>\nLow<\/td>\nRebuild TCO narrative with procurement<\/td>\n<\/tr>\n
Qualified, Never Specified<\/td>\nLow<\/td>\nHigh<\/td>\nInvest in application engineering credibility<\/td>\n<\/tr>\n
Challenger<\/td>\nLow<\/td>\nLow<\/td>\nReposition on a defensible attribute, not price<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

The diagnostic forces clarity on where the brand actually sits, not where leadership believes it sits. Most industrial repositioning efforts fail because they treat the brand as monolithic across audiences. The quadrant view exposes the specific audience and the specific attribute that requires investment.<\/p>\n

What Leading Industrial Firms Do Differently<\/h2>\n

The firms that compound category authority share three practices.<\/p>\n

First, they treat positioning as quantitative. Perceptual maps, attribute importance scores, and consideration set tracking sit on the executive dashboard alongside bookings and backlog. Schneider Electric and Rockwell Automation have institutionalized this discipline.<\/p>\n

Second, they research non-customers more aggressively than customers. The accounts that never bought reveal the perception barriers that retention studies cannot surface. Lapsed accounts reveal which attribute deteriorated and when.<\/p>\n

Third, they tie positioning research directly to commercial decisions: pricing corridors, channel investments, application engineering headcount, and aftermarket revenue strategy. Positioning that does not change a budget allocation is positioning theater.<\/p>\n

SIS International’s competitive intelligence engagements across industrial Fortune 500 clients indicate that brands which integrate positioning research into annual operating plan reviews outperform peers on price realization and bid-win rates. The integration matters more than the research budget.<\/span><\/p>\n

Where the Upside Concentrates<\/h2>\n

The largest positioning gains in industrial markets cluster in three areas: aftermarket service perception, sustainability and lifecycle credibility, and digital service offerings such as predictive maintenance. Each represents an attribute where buyer expectations are rising faster than incumbent positioning is adapting.<\/p>\n

Brands that move first on these attributes capture disproportionate consideration set inclusion. ABB and Parker Hannifin have used predictive maintenance positioning to convert transactional equipment buyers into multi-year service contracts, materially improving installed base economics.<\/p>\n

Brand positioning market research is the instrument that detects these attribute shifts before they reset the category. The firms that invest in it consistently do not get repositioned by the market. They reposition the market.<\/p>\n

Key Questions<\/h2>\n

A proposito di SIS Internazionale<\/h2>\n

SIS Internazionale<\/a> offre ricerca quantitativa, qualitativa e strategica. Forniamo dati, strumenti, strategie, report e approfondimenti per il processo decisionale. Conduciamo anche interviste, sondaggi, focus group e altri metodi e approcci di ricerca di mercato. Contattaci<\/a> per il tuo prossimo progetto di ricerca di mercato.<\/p>\n

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Related SIS Resources<\/h3>\n