Please enable JavaScript.
Coggle requires JavaScript to display documents.
Chapter 10 - Brand Positioning, Positioning is the act of designing a…
-
Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market. The goal is to locate the brand in the minds of consumers.
STP: Market Segmentation, Market Targeting, Market Positioning
-
Deciding on a positioning requires: (1) choosing a frame of reference by identifying the target market and relevant competition, (2) Identifying the optimal points-of-parity and points-of-difference brand associations given that frame of reference, and (3) creating a brand mantra summarizing the positioning and essence of the brand.
Often the key to positioning is not so much achieving a point-of-difference as achieving points-of-parity!
Trying to be all things to all people leads to lowest-common-demoninator positioning, which is ineffective.
Companies that make steady gains in mind share and heart share will inevitably make gains in market share and profitability.