Brand Positioning

Only available on StudyMode
  • Download(s) : 409
  • Published : May 15, 2013
Open Document
Text Preview
Skip to content

Navigation
home
brandeopedia
newswire
bookstore
about
login

Top of Form
Search this site:

Bottom of Form
Welcome!
Brandeo is an online marketing resource that cuts through the clutter to update you on the need-to-know marketing ideas and insights that help build brands and increase sales. Sign up for free Brandeo Newsletter

Top of Form
Get Email, Twitter or IM Updates
See sample newsletter
 
Bottom of Form
Recent blog posts
Video: St.Patrick's Ad With Kinda Creepy Interpretation of "When Irish Eyes are Smiling" Are QR Codes a Fad?
RadioShack Recommits to Core Customers: Do-It-Yourselfers
Krispy Kreme Takes Hands-Off Approach to Brand Building
Retail Trends: How the World Shops Online
Video: “Stop Humping” - New Ad for Connected Cologne by Kenneth Cole Reaction Top 100 Global Brands 2011 According to Interbrand
Brands: How Social Media Impacts Brand Marketing
Retail Trends: American Mall Goers are also Avid Online Shoppers and Media Consumers Says Nielsen Media Trends - Zines Have a Resurgence Among the Web-Savvy
more
Tags
ad networks analysis apparel automotive boomers brand identity brands, branding cable, television consumer generated content consumer packaged goods controversy creative customization directories - print, online ecommerce economy email entertainment financial services food & beverage games Gen Y health IPTV legal marketing media millennial mobile online publishers & online media networks print (magazines, newspapers) promotions radio research restaurants retail rich media ROI - Return on Investment search social media social networks software, applications strategy tactics travel trends video viral website development & management young adults more tags

Home » resources » brandeopedia - your virtual marketing encylopedia » marketing Positioning Statement
View
Email history
Also referred to as a brand strategy, positioning strategy, or brand positioning statement, a positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand. A well-constructed positioning statement is an invaluable means of bringing focus and clarity to the development of a marketing strategy and tactics. How? Because every decision that is made regarding the brand is judged by how well it supports the positioning statement---from the brand name, the product itself, and packaging, to advertising, promotions, etc.  There are four elements or components of a positioning statement: Target Audience - the attitudinal and demographic description of the core prospect to whom the brand is intended to appeal; the group of customers that most closely represents the brand’s most fervent users. Frame of Reference - the category in which the brand competes; the context that gives the brand relevance to the customer. Benefit/Point of Difference - the most compelling and motivating benefit that the brand can own in the hearts and minds of its target audience relative to the competition. Reason to Believe - the most convincing proof that the brand delivers what it promises. Template for a Positioning Statement:

For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe). Criteria for Evaluating a Positioning Statement 

 Is it memorable, motivating and focused to the core prospect? Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? Can the brand own it?

Is it credible and believable?
Does it enable growth?
Does it serve as a filter for brand decisionmaking?
See also:
brand defined
captive brand
store brand, private label
national brand
point of difference
pain point
target audience
frame of reference
reason to believe
brand essence
portfolio architecture...
tracking img