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Home » resources » brandeopedia - your online marketing encylopedia » advertising Positioning Affirmation
Often known as a brand technique, positioning strategy, or brand positioning statement, a positioning assertion is a succinct description of the main target audience who a brand is usually directed, and a powerful picture showing how the marketing expert wants them to view the manufacturer. A well-constructed positioning statement can be an invaluable means of bringing target and clearness to the development of a marketing strategy and methods. How? Since every decision that is produced regarding the brand is evaluated by how well it supports the positioning statement---from the brand brand, the product by itself, and product packaging, to advertising and marketing, promotions, etc . There are four elements or components of a setting statement: Audience - the attitudinal and demographic information of the core prospect who the brand is supposed to charm; the number of customers that a majority of closely represents the brand's most intense users. Shape of Research - the class in which the brand competes; the context that provides the brand significance to the customer. Benefit/Point of Big difference - the most compelling and motivating benefit that the brand can own in the hearts and thoughts of it is target audience relative to the competition. Cause to Believe - the most persuasive proof which the brand delivers what it promises. Template for a Positioning Affirmation:
For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is definitely reason to believe). Criteria for Considering a Placement Statement�
Is it memorable, encouraging and focused to the key prospect? Will it provide a clear, distinctive and meaningful picture of the brand that differentiates that from the competition? Can the brand own it?
Is it reputable and believable?
Does it enable development?
Will it serve as a filter intended for brand decisionmaking?
retail outlet brand, white label
point of difference
frame of reference
purpose to believe