This document discusses positioning strategies from the textbook "Marketing Management" by Kotler and Keller. It defines positioning as designing a company's offering and image to occupy a distinctive place in the customer's mind. Effective positioning creates a value proposition that gives customers a strong reason to buy a product. The document outlines developing positioning strategies, including determining the target market, identifying relevant competitors, and choosing optimal points of difference and parity. It also discusses using brand mantras to summarize a brand's positioning and differentiate brands through employees, channels, image, and services. Overall positioning strategies aim to communicate a simple and compelling message about a brand's identity and benefits.
15. Brand Mantras
• Articulates the heart and soul of the brand
• 3-5 word phrases to capture the spirit of the
brand positioning
• Ensure understanding to what the brand
represent with consumers to adjust actions
accordingly.
• Guides what to introduce, what ad campaigns to
run, and where and how to sell the brand.
• Mental filter to screen out brand-inappropriate
marketing activities
• communicate what the brand is and what it is not
Copyright C 2012 Pearson Education
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