Jack Trout and Al Ries brought the concept of positioning into the marketing mainstream with their book, Positioning, the Battle for Your Mind, published in 1980 and since updated several times. In brief, they define positioning as the mental short list that a consumer has in her mind when she starts to think about shopping for something. Your brand should have a position somewhere on that list, as close to the top of it as possible. If you are not on the list at all, your brand will probably not be considered.
That mental shortlist will typically be about 5 to 7 items long and often shorter, almost never longer. For example, when consumers start thinking about buying a new car, they don’t think of the dozens of possibilities out there, they think about choices with which they are already familiar and which stand out from the crowd.
The authors argue that it is the job of marketers to make their brands seem different from competitors and different in ways that the intended target audience will see as important and preferable.
“Positioning” then becomes a process of figuring out a short summary about the brand to make it memorable and likable. Often, this is summarized in a single phrase or sentence, like BMW’s “Ultimate Driving Machine” or Disney’s “Where dreams come true.”
Such statements often take the form of what advertising people call a “tagline” or “slogan.” But this is not always the case. Sometimes brands use multiple approaches to create a brand image that communicates a message to set it apart from competitors. For example, Volvo is widely perceived as a very safe car that will protect people inside the car even when there is a bad accident. Recently, Subaru has also started to use the same idea, and I would argue that this makes Subaru look somewhat like a “me too” brand, one that is “Johnny come lately” to a category that Volvo established years ago.
1. Pick a Fortune 500 company and discuss its positioning and the tactics/actions it uses to get this positioning to “stick” in someone’s mind.
2. Must include an Executive Summary, Introduction, and Conclusion.
2. A minimum of 5 pages excluding title page, executive summary (on a page by itself), reference page.
3. At least three outside peer-reviewed sources for the references
4. APA formatting
Choose an academic level, add pages, and the paper type you want.
To reduce the cost of our essay writing services, select the lengthier deadline.
We can't believe we just said that to you.
Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.
You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.Read more
Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.Read more
Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.Read more
Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.Read more
By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.Read more
You are at the right place for all your assignments help. Contact our live agent directly via WhatsApp on +1 (681) 443-5894