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Brand Positioning
Brand Positioning
Brand positioning is all about identifying

the optimal location in our customers minds for our Brand and our competitors facilitate understanding of our Brand

Proper positioning makes it easier to

Taken to its logical conclusion, you might think of the Principle as an indicator of a brands position
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First Steps
The

first step is to identify and establish Brand positioning and brand values (Keller) is the foundation for creating and fostering the desired knowledge and perceptions of your customers
remember our 3 types of associations

Positioning

in memory?

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Proper Positioning
Proper

positioning

Clarifies what the Brand is all about How it is both unique and similar to

competitive brands
Why customers should purchase and use

the Brand

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Example: Pepsi One

Millions in R&D for ingredient Ace-K (artificial sweetener) 37,000 hours to design the can 100 Million Marketing budget Original Target Market
20-30 yo Males who did

not like taste of diet colas

Pepsi One Brand Conveyors: Then and now

Breakthru Sweetener Full flavored, healthy alternative to regular cola Too good to be all Only one has it one calorie, but it is True cola taste, one calorie Celeb: like regular TastesKim Katrell cola

Better for Green Celeb: Tom 20-30 yos?

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