Positioning

Question 1

Positioning

Answer 1

Positioning = statement of a firm/brand strategy for internal use to keep everyone aligned and focused

-Place to occupy in consumer’s mind, how they wish to be perceived

Question 2

Elements of a Positioning Statement

Answer 2

“Among [Target Market], [X] is the brand of [Frame of Reference] that [Point of Difference] because [Reason to Believe].”

Question 3

Frame of Reference

Answer 3

Industry, defines market in which you compete

“Who sits on the shelf next to you”

Question 4

Point of Difference

Answer 4

Why YOU over everyone else?

• Makes brand unique/different from others in frame of reference
• Promise to consumers (must be persuasive)

Question 5

Reason to Believe

Answer 5

• Evidence of brand’s POD, assures customers that business delivers on promise.
• Proves truth to POD, convinces customer to buy

Question 6

3 Ways to Position

Answer 6

Specific-Attribute Based Positioning = highlights functional benefits

Competition Based Positioning = differentiates from others with words like “best,” “highest quality,” etc.

Psychological/Emotional Appeal Positioning - emotional benefits, how it links to personality of target