A way of distinguishing a product; to make it stand out in the minds of consumers.◦Marketers create a perception (or image) of the product, aiming to achieve ‘top-of-mind’ awareness among target consumers.

What is your favourite brand of:◦ Fast Food◦ Clothing

What do these brands do to stand out to you? What do they offer that other brands don’t? Why do these brands stand out from their competitors?

Positioning can relate to YOU as well – how do YOU stand out from the rest?

For example, if you want to go out with someone at CKSS, you stand out from the rest of the boys or girls….

1. Long Term – a product that can be maintained for a long time (e.g. Coca Cola)

2. Relevant – the position of the product is relevant to the consumer’s buying decision (e.g. if you are selling laundry detergent, but the image is “Always fresh”… Is this relevant to your positioning? Will people buy your product because of your positioning?

3. Clear and Coherent – consumers must be able to clearly understand the position of the product (e.g. Tim Hortons – “Always fresh”)

4. Distinctive – standing out from the competition (e.g. Starbucks stands out because of their “high class” image…)

5. Benefit – offers consumers more benefits than the competition (e.g. laptop which has touch screen like Ipad)

6. Target – focused on the target market, to the exclusion of all others (e.g. video games for hunters, which is only popular among hunters….Although APRL hates this game)

5. Price – most expensive or least expensive in a category; the middle ground can be too competitive (e.g. fashion, hotels, IKEA)

6. For example, Rolls Rois vs Honda Civic

8. Distribution – a unique sales technique (e.g. Avon, Amazon.com, Vector Marketing) (selling knives to homes)

9. Service – providing a unique service (e.g. 24 hours a day : 7-11; atmosphere such as West Jet)

Finish Branding Assignment and hand in today.

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