Building Better Brands by Scott Lerman

Author:Scott Lerman
Language: eng
Format: epub
Publisher: Adams Media

Positioning

Every arena has many players. Your competitiveness will be determined by the attributes that are associated with your brand. Choose and manage them carefully.

Brand Positioning

Brand positioning is exactly what it sounds like: how a brand stands in relation to its competitive brands.

For example, Geico is positioned as a low-cost, friendly alternative to more staid competitors. American Express distinguishes itself as a financial leader that always stands behind members. While these and other brands leverage their character to differentiate themselves, their offer is made even more distinctive and relevant through brand positioning.

Brand character is determined by a truth inside the organization, and arena is constrained by what is understood by key audiences—but positioning is driven by a mix of internal and external forces.

In this chapter, we will explore how to define the optimal positioning for a brand.

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