2. BRAND POSİTİON
Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the mind of the target
market.
3.
4.
5. POSITIONING
Specifically, deciding on a positioning requires:
1) Determining a frame of reference by
identifying the target market and relevant
competition,
( 2) Identifying the optimal points of parity and
points of difference brand associations given
that frame of reference, and
( 3) Creating a brand mantra to summarize the
positioning and essence of the brand.
8. Defining Associations
Points-of-difference
(PODs)
• Attributes or benefits
consumers strongly
associate with a brand,
positively evaluate, and
believe they could not
find to the same extent
with a competitive brand
Points-of-parity (POPs)
• Associations that are not
necessarily unique to the
brand but may be shared
with other brands