Brand positioning
DefinitionBrand Strategy
Brand positioning
The place a brand occupies in the buyer's mind relative to the alternatives - not what you do to the product, but what you do to the mind of the prospect. A positioning is a claim on one association the category will let you own.
Evidence from the library
Brand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrincipleReal belief goes deeper than product proofs or purpose statements - it turns a category need customers already feel into a promise the brand delivers onPrincipleCategory Entry Points - the retrieval cues that decide which brands come to mindPrinciple9-27% preference shareUnknown brands can take preference from category leaders on behavioural principles aloneStat"Brand and performance are just channels. As a marketer, your job is to find attention at the best value, and then you need to make that attention count. Finding the best value is the media buy; making that attention count is the creative."Quote
Source
Marketing Definitions
Al Ries and Jack Trout, Positioning: The Battle for Your Mind (1981)
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand