Marketers need to position our brands clearly in target customers’ minds. We can position brands at any of three levels:
-Product attributes:smallest impact in the mind of the customer
-Product benefits: medium impact in the mind of the customer
-Product beliefs and values: greatest impact in the mind of the customer.
In this document, we define and write our brand statement and brand essence, taking into consideration the: product attributes / product benefits / emotional characteristics.
Marketers need to position our brands clearly in target customers’ minds. We can position brands at any of three levels:
-Product attributes:smallest impact in the mind of the customer
-Product benefits: medium impact in the mind of the customer
-Product beliefs and values: greatest impact in the mind of the customer.
In this document, we define and write our brand statement and brand essence, taking into consideration the: product attributes / product benefits / emotional characteristics.