The positioning brings focus and clarity to the development of marketing strategy and tactics
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The positioning brings focus and clarity to the development of marketing strategy and tactics. Every decision that is made regarding the brand should be judged by how well it supports the positioning. Product Name and Identity. Strategic Role (within Portfolio).

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The positioning brings focus and clarity to the development of marketing strategy and tactics

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The positioning brings focus and clarity to the development of marketing strategy and tactics

The positioning brings focus and clarity to the development of marketing strategy and tactics

Every decision that is made regarding the brand should be judged by how well it supports the positioning

Product Name and Identity

Strategic Role (within Portfolio)

Advertising and Public Relations

Brand Positioning

Sales Force Planning and Messaging

Website/ Collateral/Detail Aids

Co-Branding/ Partnerships

Market Development

Customer Service

Positioning is developed as an internal statement of strategy to guide external implementation


Strategic positioning defined

Strategic positioning defined

Positioning defined

A positioning is the conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand

  • Successful brands and businesses must:

    • Be relevant to consumers

    • Be unique versus the competition

    • Be credible and attainable

Motivational Power

Profit Margin

=

Consumer Relevancy

EquiBrand’s brand development process uses “whiteboard” concepts to obtain customer insight and optimize the positioning

Product C

Product B

Product A

Competitive Differentiation


Four components need to be considered in determining and effective positioning

Four components need to be considered in determining and effective positioning

Positioning statement deconstructed

Each positioning component offers strategic choices

  • To (target audience) Product X is the only (frame of reference) that (benefits delivered) because (reasons to believe)

Definition of Target Markets

Category Frame of Reference

Key Benefit(s) Delivered

Reasons-to-Believe (Proof points)

Who is the brand being built for (i.e., the center of the bulls eye)?

What is the competitive context? What should the product category be called?

What benefits should the brand stand for and deliver on?

What are the reasons-to-believe the positioning?


There are at least four ways to position a brand

There are at least four ways to position a brand

  • Each of these strategies should be considered in positioning development


A perceptual map can be useful in demonstrating the brand s position relative to key competitors

A perceptual map can be useful in demonstrating the brand’s position relative to key competitors

  • Perceptual mapping can be developed qualitatively (based on business judgment) or by using quantitative brand research

High

Your

Brand

Dimension #1

Low

Low

High

Dimension #2


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