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Brand Positioning

Brand Positioning. MKT 3850 Dr. Don Roy. What is Brand Positioning?. “The place a brand occupies competitively in the minds of consumers.” - Arens , Schaefer, and Weigold

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Brand Positioning

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  1. Brand Positioning MKT 3850 Dr. Don Roy

  2. What is Brand Positioning? • “The place a brand occupies competitively in the minds of consumers.” - Arens, Schaefer, and Weigold • Target market can’t remember everything about your brand- so what is the 1 thingthat should be associated with it?

  3. More on Brand Positioning • It is part of brand identity actively communicated. • Objective is to create point of difference for your brand in audience’s mind. • Without a clear position, a brand is doomed!

  4. The Keys No “one right way” to position Keys to positioning Real Relevant

  5. Real, but Relevant?

  6. What Positioning is Not • Not a cover up or quick fix for competitive weaknesses • Not a slogan or “flavor of the month” management idea

  7. Point of Difference?

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