Know-How Exchange : Branding

I think some more information would be helpful. Are they working in two market segments within one market/country? Or are they using different market positions in different markets?

The former is very difficult to do, without dropping the perceived value/quality of the higher level position.

The latter is easier. Mercedes Benz does this - in Europe Mercedes are looked at as a daily driver type vehicle (even used as Taxis), where in America they are positioned as up-market cars.

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Communicating a brand's positioning is expensive, time-consuming, and requires focused attention. When you have to do it twice, it's at least twice as difficult -- and almost always more costly.

That's a way of saying that you better have a compelling reason to do it. Most companies and brands find that communicating one brand positioning is a huge challenge. Why would you ask for the complication of trying to deal with a dual positioning?

A positioning statement is meant to express the DNA of your brand. You can't have two different DNAs, can you? If you're a great barber, how likely is it you are also a great brain surgeon? Just because you know a lot about people's heads doesn't make you both.

Figure out who you are/what your brand stands for, and be the best you can be at that. If you have multiple market segments who need what you have to offer, see if you can find a single benefit positioning that will work for both. You'll be very glad you did.