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Brand Positioning Statement
A Brand Positioning Statement is a
four-part description of a brand's essence relative to targeting,
competitive set, demand and delivery (unique selling propostion).
The targeting section describes the special group of people that would
most likely choose and remain loyal to the brand. The competitive set
section describes the segment of the marketplace where the brand
competes. The demand (or "desire") section describes what it is that
the target most wants from the brand. The delivery section describes
the brand's unique ability to satisfy demand (and provides tangible
evidence of its ability to do so).
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| Brand Positioning Statements are primarily used an an internal
document to help employees and investors understand the brand
proposition. The Brand Positioning Statement is reflected in external
sales and marketing activities, but is rarely presented verbatum to
external audiences. |
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