Product or brand positioning is an important strategy for achieving differential advantage. Positioning reflects the "place" a brand occupies in a market or segment. A successful brand position has characteristics that are both differentiating and important to consumers.
Every brand has some sort of position — whether intended or not. Positions are based upon consumer perceptions, which may or may not reflect reality. A brand position is effectively built by communicating a consistent message to consumers about the product and where it fits into the market — through advertising, brand name, and packaging.
Positioning is inextricably linked with market segmentation. You cant define a good position until you have divided the market into unique segments and selected your target segments. Three key research issues must be addressed:
What is your current position?
What position do you want to have?
How do you create a new positioning?
- Physical product difference
- Communications finding a memorable and meaningful way to describe the product (e.g., calling 7-Up the "Uncola"). As Ries and Trout point out, "Positioning is not
what you do to a product; positioning is what you do to the mind of the prospect."
SMART utilizes an array of advanced statistical techniques for positioning analysis, including: analysis of variance,
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