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Brand Positioning - Coggle Diagram
Brand Positioning
Competitive Frame of Reference
identifying competitors
analyzing competitors
points-of-difference
attributes consumers associate with a brand that they cannot find elsewhere
points-of-parity
attributes not unique to a brand
Brand Mantras
communicate
simplify
inspire
Establishing a Position
communicate category membership
communicate POPs and PODs
monitor the competition
alternative positions
narrative/storytelling
cultural branding
competitive advantage
company's ability to perform in ways others can not
designing an image to occupy a distinct place in consumer's minds