You have instant access if signed in to the Library. Otherwise please email us for access.

View full browsing history >>

Brand positioning

(Note: all boxes are clickable - to continue)

Brand Positioning Differentiation Positioning strategy options Repositioning Positioning strategies Managing positions The positioning concept An introduction to positioning Internal communications plan brand development External marketing communications plan Adapt your marketing mix so that each element reinforces and supports your positioning statement Create a positioning statement to communicate the new positioning Proposition/USP Different positioning method examples Customer buying criteria Test against key positioning characteristics Develop your product/brand so that it delivers the key buying criteria/consideration Your positioning Use perceptual mapping Your brand's current position Bran intensity Competitive advantage Assess your product's strengths against the buying criteria Map customer buying criteria against competitor positioning Analyse the gaps and choose your positioning Customers' quality perception Customer buying criteria Customers' expectations online Evaluate the positioning of each competitor Perceptual mapping Do your research Brand intensity Understand the buying criteria of the chosen customer segments Determinant variables Business needs Customer needs Define which market segments to target What is positioning