MC4304 Class 6 Positioning

MC4304 Class 6 Positioning - Positioning Agenda Questions...

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Positioning
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Agenda • Questions or Comments? • Positioning • Brands in the News • Wrap Up
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Positioning 1. A place occupied or to be occupied. 2.The consumer’s perception of a product or service in relation to its competitors.
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Positioning • Not to be confused with Brand Identity. – The elements of a Brand’s uniqueness & value. – Brand personality manufactured by the company (message sender). • Not be confused with Brand Image. – Brand personality manufactured by the consumer (message receiver).
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Positioning • Used by products to attack a market in order to gain or grow share at a competitor’s expense. • Emphasizes a product’s distinctive characteristics that are relevant to the potential customers & separate it from the competition.
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The positioning process starts with the answers to the following questions about your brand. What is the brand for? The brand promise & the consumer benefit. Who is the brand for? The target market for the product. – What is the reason for the brand to exist? The elements, factual or subjective, that support the claimed benefit. – Who is the
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MC4304 Class 6 Positioning - Positioning Agenda Questions...

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