Brand Positioning

Question 1

What does STP stand for?

Answer 1

Segmentation of market, targeting, and positioning

Question 2

What categories go into segmentation?

Answer 2

Demographics, psychographics, geographic, and behavioural

Question 3

What should we consider when segmenting?

Answer 3

Your competition (strengths, intensity, and resources), company fit (objectives, resources, and ability), and characteristics (size, growth, profitability)

Question 4

What is positioning?

Answer 4

The act of designing the company’s offer and image so that it occupies a valued place in the target consumers mind

Question 5

What are the 3 C’s of brand positioning?

Answer 5

Consumer: is it relevant, resonant, and realistic?
Competitor: Is it distinctive, defensible, and durable?
Company: Is it feasible, favourable and faithful?

Question 6

What should we consider in a competitor analysis? (3)

Answer 6

Is your brand distinctive? (POP, POD)
Is it defensible? (sufficient resources such as patents, authentic, outspending competitors)
Is it durable? (Will it stand the test of time rather than follow trends, can it evolve?)

Question 7

What is POP and POD

Answer 7

Points of parity: standards of a business within their market
Points of differentiation: what makes a business unique

Question 8

What are vertacle and horizontal positioning?

Answer 8

V: Highlights attributes shared, but stresses a brands superiority in performance
H: Adding new attributes, benefits, or values to a brand to attract customers