Positioning

Question 1

Positioning

Answer 1

• Is what your brand or product (or company) stands for in the minds of the customers relative to competing offerings
• Need to know what’s in the mind of target segment then see if you have resources to provide that to create perception of brand
• Build perception among targeted customers of the firm’s offering relative competitors
• Select points of difference that are competitive

Question 2

Positioning Statement

Answer 2

• Are internal to the organization

Question 3

format of positioning statement

Answer 3

o “for (target segment/need) our brand is the only brand among (competitive set) that (unique value claim) because (reason to believe)”

Question 4

Tagline

Answer 4

External to the organization

Question 5

Correspondence Analysis

Answer 5

• Allows for reduction of an important number of variables (product attributes, perceptions) into sub-sets of key dimensions (linear combination of the original variables by analyzing their correlations