CRAFTING BRAND POSITIONING Flashcards
What is a Brand?
A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
What is Positioning in marketing?
The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
What is Brand Positioning?
The place in the consumers mind that you want your brand to own; the benefit you want your consumer to perceive when they think of your brand.
What is the first step in Brand Positioning?
Frame of Reference
What is involved in determining a Frame of Reference?
Identify the target market and relevant competition.
What should you avoid when choosing a competitive frame of reference?
Avoid technology, as it can become obsolete.
What is the purpose of defining your target audience?
To help you develop a brand that resonates with them.
What is a perceptual map?
A tool to understand where your brand stands in comparison to your competitors.
What are Points of Parity?
Attributes or benefits associations that are not necessarily unique to the brand but may be shared with other brands.
What are Points of Difference?
Attributes that consumers strongly associate with the brand and believe they cannot find to the same extent within competitive brands.
What is a Brand Mantra?
A phrase that summarizes the positioning and essence of the brand.
What is Cultural Branding?
The process of aligning a brand with specific cultural values, trends, and behaviors to create a deeper connection with consumers.
What is Competitive Advantage Positioning?
Highlighting what makes your brand unique and better than the competition.
What does Value-Based Positioning focus on?
Positioning your brand based on the values it represents, appealing to customers who share those values.
What is Problem-Solving Positioning?
Presenting your brand as the solution to a specific problem or need faced by your target audience.
