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The positioning brings focus and clarity to the development of marketing strategy and tactics

The positioning brings focus and clarity to the development of marketing strategy and tactics. Every decision that is made regarding the brand should be judged by how well it supports the positioning. Product Name and Identity. Strategic Role (within Portfolio).

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The positioning brings focus and clarity to the development of marketing strategy and tactics

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  1. The positioning brings focus and clarity to the development of marketing strategy and tactics Every decision that is made regarding the brand should be judged by how well it supports the positioning Product Name and Identity Strategic Role (within Portfolio) Advertising and Public Relations Brand Positioning Sales Force Planning and Messaging Website/ Collateral/Detail Aids Co-Branding/ Partnerships Market Development Customer Service Positioning is developed as an internal statement of strategy to guide external implementation

  2. Strategic positioning defined Positioning defined A positioning is the conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand • Successful brands and businesses must: • Be relevant to consumers • Be unique versus the competition • Be credible and attainable Motivational Power Profit Margin = Consumer Relevancy EquiBrand’s brand development process uses “whiteboard” concepts to obtain customer insight and optimize the positioning • Product C Product B • • Product A Competitive Differentiation

  3. Four components need to be considered in determining and effective positioning Positioning statement deconstructed Each positioning component offers strategic choices • To (target audience) Product X is the only (frame of reference) that (benefits delivered) because (reasons to believe) Definition of Target Markets Category Frame of Reference Key Benefit(s) Delivered Reasons-to-Believe (Proof points) Who is the brand being built for (i.e., the center of the bulls eye)? What is the competitive context? What should the product category be called? What benefits should the brand stand for and deliver on? What are the reasons-to-believe the positioning?

  4. There are at least four ways to position a brand • Each of these strategies should be considered in positioning development

  5. A perceptual map can be useful in demonstrating the brand’s position relative to key competitors • Perceptual mapping can be developed qualitatively (based on business judgment) or by using quantitative brand research High Your Brand Dimension #1 Low Low High Dimension #2

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