Judging a endowment of a brand positioning statement is indispensably a biased exercise. However, common problems can be avoided if your code positioning matter passes a following tests:
- Is a matter as constrained if we surrogate a competitors’ code for your brand? Leading brands competence attain in adopting positions that competence also be credibly claimed by followers, though a resources of a personality concede it to means a position. Follower brands should recur a rival set or a claimed point of difference if a explain is not singular to a brand.
- Does reading a matter yield a transparent bargain of who should buy a brand, when that chairman is expected to buy it, and what would motivate purchase? If not, a aspect of a matter that is deceptive should be done some-more specific.
- Is it transparent because a aim patron should cruise a code to be a constrained approach to grasp some critical goal? If not, a linkage between a brand’s indicate of disproportion and a target’s goals requires modification.
Contributed to Branding Strategy Insider By: John Wiley Sons, excerpted from Kellogg on Marketing, 2nd Edition by Alice M. Tybout (editor), Bobby J. Calder (editor), Phillip Kotler (foreword by) (c) 2010 by The Kellogg School of Marketing.
Sponsored By: The Brand Positioning Workshop