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This answer is based on a paper written by Jerry W Thomas of Decision Analyst Inc. I found the paper via BNet.com and would recommend it. This is the field I work in and found this summary to be to the point! The term 'positioning' used in the context of marketing or a brand is best known through the book 'Positioning' by Jack Trout and Al Reis in the 1970's. Reis and Trout proposed positioning as being 'the basic position in a consumers mind, occupied by a given brand' - the aim being, in an over-communicated society, to occupy a distinct position in the conumers mind to cut through the multitude of messages in the market. The term positioning is often, inaccurately, used to represent marketing strategy. Positioning is an element of the strategy rather than a strategy in itself. I'm embarassed, that re-reading this answer it's clear that I answered the question, without addressing the point! Why does anyone care about positioning? - to make your product stand out from competitors so you can sell it more effectively!
What else can I help you with?
What is brand equity and brand positioning?
Brand equity is the main value and brand positioning is the how you want that value/quality to be perceived.
What is under positioning?
Not positioning strongly enough. Under-positioning occurs when customers cannot readily identify the brand or the brand´s features. The product must stand out in the mind of the consumer.
Brand positioning and brand targeting are necessarily interdependentExplain this Interdependence and provide an example to support your point?
Brand positioning is the reason for customers to buy your brand of products in relation to other brands, whereas brand targeting refers to the target customer base that your product will get to.
What is BMW'S brand positioning statement?
unparalleled driving experience
Current status and brand positioning of nestle?
what is the present status of nestle
Describe red bull's sources of brand equity?
The sources of brand equity for Red Bull are: Brand Awareness: Brand Image: Packaging: Attributes: Positioning: Price:
What is Telus Mobility's brand positioning statement?
It is very difficult to find. I am looking
What is Toyota positioning statement?
Due to recent safety concerns, Toyota chose to update and reposition the brand's former positioning statement to "Let's Go Places".
What does the term positioning refer to?
Positioning can have have a number of meanings. It is used in business and marketing to talk about positioning products in the right market to reach the intended customers. It can be used in sports like soccer to talk about a striker with good positioning and always being in the right place to score goals.
What is the difference between brand positioning and a big idea of a brand and how do you define big idea in simple terms?
The difference between brand position and a big idea is how a given advertising idea is placed.
What is a classic brand?
A classic brand can be defined as one that, through careful and thorough advertising, marketing, and product positioning, has become synonymous with the product category of which it is a part.
Is Brand a classic?
A classic brand can be defined as one that, through careful and thorough advertising, marketing, and product positioning, has become synonymous with the product category of which it is a part.
