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TOPIC OUTLINE
I. What is Brand Positioning?
II. What is Brand Positioning Statement?
III. Positioning Statements VS Taglines
IV. The Positioning Process
V. What is Competitive Dynamics?
VI. Model of Competitive Dynamics
What is Brand Positioning?

Brand positioning is the process of positioning your brand in the

mind of your customers.
Positioning Statements versus Taglines

POSITIONING STATEMENTS
These statements guide the marketing and operating decisions of your business.

TAGLINE
It is an external statement used in your marketing efforts.
There are four essential elements of a best-in-class
positioning statement:

Target Customer
Market Definition
Brand Promise
Reason to Believe

• For [target customers], [company name]

is the [market definition]
that delivers [brand promise]
because only [company name]
is [reason to believe].
EXAMPLES:
STARBUCKS POSITIONING STATEMENT
“To cultured millennials, Starbucks is a premium coffee house that adds an intimate and valuable
experience to a consumer’s lifestyle by integrating caffeine with a comfortable environment.”
NIKE POSITIONING STATEMENT
“For serious athletes, Nike gives confidence that provides the perfect shoe for every
sport”. Nike positions itself with, “Just do it.” 
THE POSITIONING PROCESS
1. Confirm your understanding of market dynamics
2. Identify your competitive advantages
3. Choose competitive advantages that define your market “niche”
4. Define your positioning strategy
5. Communicate and deliver on the positioning strategy
STEP 1: CONFIRM YOUR UNDERSTANDING OF
MARKET DYNAMICS
• In which product, service, or market category (also called the “frame of reference”) do you plan
to use this positioning?
• Which target segment is your focus for the positioning you are developing?
• What factors do these buyers evaluate when they make a purchasing decision?
• How do these buyers view your competitors in the category?
STEP 2: IDENTIFY YOUR COMPETITIVE
ADVANTAGES
• Price
• Features
• Benefits 
STEP 3: CHOOSE COMPETITIVE ADVANTAGES THAT
DEFINE YOUR NICHE
STEP 4: DEFINE YOUR POSITIONING STRATEGY

Wal-Mart = Lowest prices

Position yourself according to pricing: lowest
Price cost, best value for the money, luxury or RyanAir = Cheap flights
premium offering, etc.
Old Navy = Affordable fashion

Position yourself as a preferred alternative to the Apple = Think different

Anti-Competition
competition Seven-Up = The Uncola

Volvo = Safety
Position yourself as “owning” an important benefit
Category Benefit Hallmark = Caring shared
and delivering it better than anyone else
Hawaii = Aloha spirit
STEP 5: COMMUNICATE & DELIVER ON YOUR
POSITIONING STRATEGY
 THANK YOU FOR
LISTENING!

THANK YOU
PREPARED BY:
FOR
LISTENING! AIDA E. GANITUEN