A product positioning strategy is a deliberate branding plan or process which operates on the symbolic levels of consumer consciousness. Here meanings as well as associations – even of single words – really hold weight. A market positioning strategy is based on business data and aims to compose the precise…
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Businesses which stand out in the marketplace are able to drive new customers as well as start to fundamentally build their brand. This starts from the inside out by developing a consistent brand mantra. Brand mantra is sometimes referred to as the brand essence while others call it a brand…
Competitive brand positioning defines how your organisation will establish – as well as maintain – a competitive advantage. It’s one half of your brand platform while the other is your brand identity. In other words, what your brand stands for. Your competitive brand positioning positions your company in terms of…
Companies make use of perceptual mapping or positioning maps in order to help them to put together a market positioning strategy for their product or service. As the maps are built on the perception of the buyer, these are sometimes called perceptual maps. Positioning maps show where current products and…
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