Brand Positioning

Question 1

Target position factors (3)

Answer 1

1. Target Segment
2. Relevant competitors
3. Salient attributes to stress when positioning the brand (positioning map)

Question 2

Salient attributes

Answer 2

The competitive success depends on points of difference (POD) and points of parity (POP)

Question 3

Repositioning

Answer 3

Result of changing consumer trends

• physical changes
• menu changes
• product additions
• communication changes