POSITIONING AND BRANDINGPrinciples of Marketing BUSI 141 | Professor ConradSolomon, M. B., Marshall, G. W., & Stuart, E. W. (2016). Marketing: Real People, Real Choices (8th ed.). Boston: Pearson Education, Inc.

STEP 3: POSITIONING•Positioning is the process by which marketers seek to influence how a particular product is perceived in the minds of customers relative to competing offerings

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FIGURE 7.6: STAGES IN APOSITIONING DECISION

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MODIFYING POSITIONING STRATEGIES

• Repositioning establishes a new position in response to market changes• Commonly used to change the brand image• Repositioning can breathe life into “retro” brands

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BRINGING A PRODUCT TO LIFE: BRAND PERSONALITY

• Positioning strategies often try to create a brand personality• A distinctive image that captures a brand’s character and benefits

• Research has identified several brand personality dimensions: • Sincerity: Example?• Excitement Example?• Competence Example?• Sophistication Example?• Ruggedness Example?

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FIGURE 7.7: PERCEPTUAL MAP

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POSITIONED FOR SUCCESS• Successful brand positioning should align clearly with the

company’s competitive advantage(s)• In turn, marketing mix elements should support a

distinctive brand image and value proposition for the target market

Think of your favorite restaurant chain. How would you describe its brand personality? Why?

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Developing a marketing strategy to influence how a particular market segment perceives a good/service in comparison to the

competition.

POSITIONINGPAGES 210 – 214

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Personal Positioning

ExerciseCompare

yourself to five fellow students

in this class. Create a mind

map to show how each of

you are perceived by

the professor.