Brand Positioning Statements

9 Pages Posted: 30 May 2017 Last revised: 4 May 2018

See all articles by Ronald T. Wilcox

Ronald T. Wilcox

University of Virginia - Darden School of Business

Gerry Yemen

University of Virginia - Darden School of Business

Abstract

The process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning statement, often simply called the positioning statement. This note discusses the process of brand positioning and how to construct positioning statements.

Excerpt

UVA-M-0827

Rev. Apr. 27, 2018

Brand Positioning Statements

The fundamentals of marketing are built on people's different likes and dislikes—what is appealing to some may be distasteful to others. A certain product may be very desirable for one group of individuals but be uninteresting to another. The process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning statement, often simply called the positioning statement. The positioning statement is a short written document that lays out how the marketer believes others should think, feel, and relate to the brand. This note discusses the process of brand positioning and how to construct positioning statements.

Brand positioning is all about the customer; indeed, it is driven by the customer. Developing an effective positioning statement involves identifying what the target customer group currently claims as its needs. In response to those needs, product positioning should offer consumers strong reasons why they ought to buy the brand. One way to do this is to define product attributes so that consumers believe that only this brand would fulfill their needs. This means contrasting the brand with competitors' brands.

The central idea is to make sure the customer plays an active role in positioning development—think of it as a type of relationship-building exercise with consumers. What does the target group identify as its current needs, and how can the brand meet those needs? Lean more toward the customers and less toward the brand.

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Keywords: positioning, target group, competitive framework, point of differentiation, brand character

Suggested Citation

Wilcox, Ronald T. and Yemen, Gerry, Brand Positioning Statements. Darden Case No. UVA-M-0827. Available at SSRN: https://ssrn.com/abstract=2974700

Ronald T. Wilcox (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/wilcox.htm

Gerry Yemen

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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