Running head: MILESTONE TWO DEVELOPING POSITIONING STRATEGIES
Southern New Hampshire University
Darleata Cooper
Final Project Milestone Two: Developing Positioning Strategies
MKT 605
Milestone Two: Developing Positioning Strategies
1
Milestone Two: Developing Positioning Strategies
Right off, “The key to building effective brands is first finding the correct positioning,
and then successfully creating a strong, positive brand attitude” (Percy, 2018). Initially, it is
crucial to understand how consumers make brand decisions, key is they want their brand to carry
a specific meaning (Percy, 2018).
Positioning strategies for the Smart Glass will be created from a number of indicators.
Positioning strategies are derived from the diverse types of consumers involved, the product,
attributes, the competition[if any], or even the application (Bhasin, 2016). All different but same
in that the purpose is to promote a favorable brand image.
One of the main focuses will be on the product, its attributes and customer benefits. The
Smart glass benefits the consumer in a multitude of ways and the brand is committed to the
safety of the customer, ie: positive brand attitude, brand carries specific meaning. Committed to
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- Fall '16
- Marketing, Brand, Journal of Brand Strategy
