‘‘Positioning on Most Loved Brand’

In this assignment, you will be working on Positioning of your most loved Brand.

Remember positioning touches two different aspects. Therefore, the output for this assignment
will need to cover both:

1. A positioning statement:

o This should be a short statement of about 4-5 lines and should cover all the elements taught in
the course: target, frame of reference, point of difference and reasons to believe.

2. A positioning / perceptual map:

o This should look like a graph with two axes that define what the category is about.

o Remember what you have learnt in class: quality and price are never good axis to work with;
you need to question what defines quality in that category – is it smoothness? Reliability?
Precision?

You can start either part first, but it can be beneficial to start with the Perceptual Map first. This
will help you identify the point of difference better, as will the Frame of Reference.

In the Perceptual Map, make sure you:

o Start by defining the category well. Do you want to stick to the strictest frame of reference or do
you want to move away into a wider category. For example, if you chose Nike, is it sportswear?
Or lifestyle? Or Healthy Brands?

o Choose your competitors.

o Identify the points of parity for that category.

o Plot your brands and your competitor brands.

Your perceptual map should consist of three slides.

1. Plot your brands.

2. Points of parity and the point of difference of your brand.

3. Justify your position in the perceptual map.

For your positioning statement make sure you:

· Write only 4/5 sentences.

· Follow the order of a positioning statement:

o Target

o Frame of Reference.

o Point of Difference.

o Reasons to believe