Term
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Definition
| how a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments. |
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Term
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Definition
| the way the product is defined by consumers on important attributes, the place the product occupies in the consumers' minds relative to competing products |
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Term
| perceptual positioning maps |
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Definition
| show consumer perceptions of their brands versus competing products on important buying factors |
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Term
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Definition
| an advantage over competitiors gained by offering greater customer value, either through lower prices or by providing more benefits |
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Term
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Definition
| provide strong brand or company recognition (ex: golden arches, apple, facebook) |
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Term
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Definition
| unique selling proposition. something a company can tout as "number one" in that field. (ex: titleist #1 ball in golf) |
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Term
| Difference worth promoting if it is: |
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Definition
Important - (difference delivers highly valued benefit)
Distinctive - (competitors do not offer difference)
Superior - (difference is superior to other ways customer may attain benefit)
Communicable - (difference is communicable and visible to buyers)
Preemptive - (competitors cannot easily copy)
Affordable - (buyers can afford to pay for the difference)
Profitable - (company can introduce the difference profitably) |
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Term
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Definition
| the full positioning of a brand - the full mix of benefits upon which it is positioned |
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Term
| Possible value propositions |
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Definition
| more for more, more for the same, more for less, same for less, less for much less |
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Term
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Definition
| a statement that summarizes company or brand positioning(notes: a product's position should avoid abrupt changes, important to fully implement position and stick to it) |
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