Marketing Los Angeles - Market Positioning and Brand Identity http://www.losangeleswebdesign.com/mkt_position.php
eNewsletter ShopSite Site Map Contact Us Home
CONTACT
Los Angeles Web Design
7985 Santa Monica Blvd
Suite 310
Los Angeles, CA 90046
Phone: 323.737.7177
EMAIL
MARKET POSITION
Positioning Models
Positioning Analysis
Marketing Los
Angeles -
Market
Positioning
and Brand
Identity
A product's
position is
how potential
buyers see the
product. Positioning is expressed relative to the position of competitors.
Positioning is something (perception) that happens in the minds of the target market. It is the aggregate
perception the market has of a particular company, product or service in relation to their perceptions of the
competitors in the same category. It will happen whether or not a company's management is proactive,
reactive or passive about the on-going process of evolving a position. But a company can positively influence
the perceptions through enlightened strategic actions.
1 of 3 11/12/2008 3:12 PM

Marketing Los Angeles - Market Positioning and Brand Identity http://www.losangeleswebdesign.com/mkt_position.php
In marketing, positioning has come to mean the process by which marketers try to create an image or identity
in the minds of their target market for its product, brand, or organization. It is the 'relative competitive
comparison' their product occupies in a given market as perceived by the target market.
Generally, the product positioning process involves:
1. Defining the market in which the product or brand will compete (who the relevant buyers are)
2. Identifying the attributes (also called dimensions) that define the product 'space'
3. Collecting information from a sample of customers about their perceptions of each product on the
relevant attributes
4. Determine each product's share of mind
5. Determine each product's current location in the product space
6. Determine the target market's preferred combination of attributes (referred to as an ideal vector)
7. Examine the fit between:
The position of your product
The position of the ideal vector
8. Position.
The process is similar for positioning your company's services. Services, however, don't have the physical
attributes of products. So you need to ask first your customers and then yourself, what value do clients get
from my services? How are they better off from doing business with me? Also ask: is there a characteristic
that makes my services different?
Positioning models (back to top)
More generally, there are three types of positioning models:
1. Functional positions
Solve problems
Provide benefits to customers
Get favorable perception by investors and lenders
2. Symbolic positions
Self-image enhancement
Ego identification
Belongingness and social meaningfulness
Affective fulfillment
3. Experiential positions
Provide sensory stimulation
Provide cognitive stimulation
Positioning Analysis (back to top)
Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and
statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logic analysis.
Contact Los Angles Web Design to find out how we can help your company position its product or service.
(back to top)
2 of 3 11/12/2008 3:12 PM

Marketing Los Angeles - Market Positioning and Brand Identity http://www.losangeleswebdesign.com/mkt_position.php
Services Our Work Marketing Company Home
Market positioning your products and services including analysis and program models.
Copyright © 2008 LosAngelesWebDesign.com. All rights reserved
Los Angeles Web Design
3 of 3 11/12/2008 3:12 PM