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Chapter 6

Chapter 6. Positioning and Branding. What is positioning?. A position is a stance, a perception, an attitude, or point of view. What are types of positioning?. Positioning. Wearing an Ottawa Senators jersey; Subscribing to technology magazines; Listening to classical music.

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Chapter 6

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  1. Chapter 6 Positioning and Branding

  2. What is positioning? • A position is a stance, a perception, an attitude, or point of view. • What are types of positioning?

  3. Positioning • Wearing an Ottawa Senators jersey; • Subscribing to technology magazines; • Listening to classical music. • We are positioning ourselves, with an outward representation of the person we want to be… • I.e.: A Senators fan, a technology savvy individual or connoisseur of fine music. • Positioning by others can limit a product or a person (i.e. being known as a “jock” could limit your opportunity to join the chess club.

  4. Positioning Products • Marketers make decisions of how to position their product or service in order to create an image of the brand. • This may mean that the brand will only appeal to some, and not others. • Many marketers define positioning “as the attempt by a business to obtain a share of mind and achieve a top-of-mind awareness among consumers.”

  5. Top-of-the-Mind Awareness • Mark’s Work Warehouse: • “Clothes that work.” • Harvey’s: • “A beautiful thing.” • Other examples?

  6. Types of Positioning • Using your text, define the following types of positioning and provide an example… • Benefit Positioning • Target Positioning • Price Positioning • Distribution Positioning • Service Positioning (pg. 206)

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