The document outlines the key components of an effective positioning statement, including: (1) an emotional or rational benefit promise; (2) support or reasons to believe in that promise; and (3) the target audience and point of difference. It then provides examples positioning statements for the iPod, Snickers candy bar, and UNICEF that demonstrate these components in 3 sentences or less.

1. THE POSITIONING STATEMENT
IT’S WHO WE ARE AND WHAT WE STAND FOR
1

2. POSITIONING STATEMENT: BUILDING BLOCKS
2
[emotional/rational benefit promise]THAT…
[support/reasons to believe]
BECAUSE/
THROUGH…
[target audience],
is the [point of difference/value proposition]
FOR/TO…
[BRAND/
PRODUCT]…

3. POSITIONING STATEMENT: IPOD
3
puts your music in your pocket and gives you the freedom to
express your unique style,
THAT…
iPod provides wherever/whenever access to your music in a
sleek, contemporary, compact design.
BECAUSE…
creative dreamers,
is the cool MP3 player/fashion accessory
TO…
iPod…

4. POSITIONING STATEMENT: SNICKERS
4
satisfies your hungerTHAT…
it is packed with peanuts.BECAUSE…
snackers,
is the brand of candy bar
FOR…
SNICKERS…

5. POSITIONING STATEMENT: UNICEF
5
the authority, knowledge and resources to get things done.WITH…
people who want to make a lasting difference,
is the champion of rights for all the world’s children
FOR…
UNICEF…