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1、Establishing a Brand PositioningCommunicating category membershipAnnouncing category benefitsComparing to exemplarsRelying on product descriptorBrand-positioning bulls-eye Low price vs.high quality Taste vs.low calories Powerful vs.safe Ubiquitous vs.exclusive Varied vs.simpleNegatively correlated a
2、ttributes/benefitsCommunicating POPs and PODsMonitoring CompetitionVariables in assessing potential competitors01Share of market02Share of mind03Share of heartAlternative Approaches to PositioningSettingCastNarrative arcLanguageBrand narratives and storytellingCultural branding输 入 您 的 标 题PLEASE ADD
3、YOUR TITTLE HEREPositioning/Brandingfor A Small Business Find compelling product performance advantage Focus on building one or two strong brands based on one or two key associations Encourage product trial in any way possible Develop cohesive digital strategy to make the brand“bigger and better”输 入 您 的 标 题PLEASE ADD YOUR TITTLE HEREPositioning/Brandingfor A Small Business Create buzz and a loyal brand community Employ a well-integrated set of brand elements Leverage as many secondary associations as possible Creatively conduct low-cost marketing research