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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, value proposition and unique selling proposition.
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 value proposition describes what it is that
the target will most appreciate about the brand. The unique selling proposition describes
what is most meaningful and memorable about the brand proposition (including tangible evidence of its ability to satisfy).
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| Brand Positioning Statements are primarily used an an internal
document to describe the brand's reason for being and, by doing so, keep the brand on track moving forward. The Brand Positioning Statement is reflected in all external
sales and marketing activities, but is rarely would it presented verbatim to
external audiences. |
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