deciding on a positioning requires determining a frame of reference (by identifying the target market and the nature of competition) and the optimal points-of-parity and points-of-difference brand associations. a market is the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product. for the purposes of brand building, marketers want to understand both (1) the percentage of target market that is present at each stage and (2) factors facilitating or inhibiting the transition from one stage to the next. a number of criteria have been offered to guide segmentation and target market decisions, such as the following:33 the obvious overriding consideration in defining market segments is profitability. it is not uncommon for a brand to identify more than one frame of reference.
if not, then it is necessary to prioritize and choose the most relevant set of competitors to serve as the competitive frame. points-of-difference (pods) are formally defined as attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand.39 although myriad different types of brand associations are possible, we can classify candidates as either functional, performance-related considerations or as abstract, imagery-related considerations. points-of-parity associations (pops), on the other hand, are not necessarily unique to the brand but may in fact be shared with other brands. for example, consumers might find it hard to believe a brand is “inexpensive” and at the same time “of the highest quality.” figure 2-6 displays some other examples of negatively correlated attributes and benefits. for the brand to achieve a point-of-parity on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is “good enough” on that dimension.
the way these goals are achieved is through brand positioning and marketing; but what does that mean exactly? the goal is to create a strong, positive, and unique impression in the customer’s mind so your brand is what they think of first and your businesses the one they choose when they have a need that you can fill and satisfy for them. a positioning statement helps you make the important decisions that can directly affect your customer’s perception and view of your brand.
it is easy to see why a good tagline helps cement your brand in people’s memory; the key is to ensure they are remembering you for the right reasons! an intellectual and clear positioning statement is a powerful tool that helps you stay focused and helps you see what course of action you need to be following to meet your brand positioning and marketing goals. contact us today for more information about brand positioning and marketing and what steps you can take to begin improving local and global brand recognition for your brand. we have a few things to say that we think are worth sharing.
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a solid brand positioning strategy is crucial to success in your market. identify what makes your brand unique. establish an emotional connection with prospects and customers. brand positioning starts with the consumer seeking to understand or establish your brand’s positioning. dependent on first identifying the consumers whose minds you want to be chapter-3: brand positioning and values identifying and establishing brand positioning. basic concepts:,
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