Brand Positioning
Content
- Brand - From Shakespeare's fire-new to brand-new
- Positioning — from literal placement to metaphorical and strategic positioning
- Brand Positioning System
- SatSites
- Companies working with brand positioning
- Intelligent Traffic
"In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market." Positioning - Wikipedia.
Brand - From Shakespeare's fire-new to brand-new
Brand — traditionally a mark made by burning to indicate and document ownership (cattle). Etymologically from Middle English & Old English — brandr burning, a burning piece of wood, torch or sword (poetic). Old Norse - brandr. Proto-Germanic brandaz
Modern meaning — trademark — distinctive and identifying name of a produt or a manufacturer. A product line — e.g. a popular brand of cereal. A distinctive category.
Distinctness, recognition, identification, symbolism are keywords.
Examples of companies with brand equity — IBM, Microsoft, Coca-Cola, Ferrari, Sony, The Gap, Nokia.
Positioning — from literal placement to metaphorical and strategic positioning
Positioning — Middle English posicioun, Old French posicion, Latin pōsitio, positiōn, pōnere.
In a marketing context the term positioning was popularized by Jack Trout and Al Ries in the 1984 blockbuster Positioning — The Battle for Your Mind. Trout and Ries view positioning as a marketing / communication tool to reach consumers in a cluttered media landscape.
Key concepts — Information Overload. According some research, the average US consumer is bombarded with rougly 3.000 commercial messages daily. Thus, we've seen a move from a commodity economy to an Attention Economy. Getting into the mind of the consumer. Repositioning and Depositioning. The Power of a Name.
Brand Positioning System
Introduction to the Brand Positioning System (BPS)
SatSites
Introduction to SatSites -- online brand support modules
Companies working with brand positioning — Battle & Bounce -- Brand Positioning
Intelligent Traffic
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Wiki architecture by [Bergholt Bergholt
