Promotion Strategy: Positioning

Positioning: Three Steps

  1. Define frames of reference
    • Identify relevant competition
    • Target market
  2. Assess Brand Perceptions
    • Own Brand
    • Competing Brands
  3. Determine desired brand position
    • Points-of-parity associations
    • Points-of-difference associations
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Positioning statement template:

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Campaign Positioning

  • Must be fully consistent with overall brand positioning
  • Address how, specifically, are approaching the communication of the brand positioning 

Unique Selling Proposition (USP)

  • It's what you're going to be
  • “The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target…be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign”