Scribd Logo
Fazer o upload

Bem-vindo(a) ao Scribd!

  • Four Elements of a Positioning Statement

    Enviado por

    Hamayun Hassan
    20 visualizações1 página
    There are four key elements to a positioning statement: the target audience, the frame of reference or category, the main benefit compared to competitors, and proof that the brand delivers on its promise. A template is provided that structures a positioning statement around these elements. Effective positioning statements are memorable, motivating, focused on the target audience, differentiate the brand, are credible and believable, enable growth, and guide decision making.

    Descrição original:

    Título original

    Elements or Components of a Positioning Statement

    Direitos autorais

    © Attribution Non-Commercial (BY-NC)

    Formatos disponíveis

    DOCX, PDF, TXT ou leia online no Scribd

    Você considera este documento útil?

    Este conteúdo é inapropriado?

    Denunciar este documento
    There are four key elements to a positioning statement: the target audience, the frame of reference or category, the main benefit compared to competitors, and proof that the brand delivers on its promise. A template is provided that structures a positioning statement around these elements. Effective positioning statements are memorable, motivating, focused on the target audience, differentiate the brand, are credible and believable, enable growth, and guide decision making.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato DOCX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    20 visualizações1 página

    Four Elements of a Positioning Statement

    Enviado por

    Hamayun Hassan
    There are four key elements to a positioning statement: the target audience, the frame of reference or category, the main benefit compared to competitors, and proof that the brand delivers on its promise. A template is provided that structures a positioning statement around these elements. Effective positioning statements are memorable, motivating, focused on the target audience, differentiate the brand, are credible and believable, enable growth, and guide decision making.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato DOCX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 1

    There are four elements or components of a positioning statement: 1.

    Target Audience - the attitudinal and demographic description of the core prospect to whom the brand is intended to appeal; the group of customers that most closely represents the brands most fervent users. Frame of Reference - the category in which the brand competes; the context that gives the brand relevance to the customer. Benefit/Point of Difference - the most compelling and motivating benefit that the brand can own in the hearts and minds of its target audience relative to the competition. Reason to Believe - the most convincing proof that the brand delivers what it promises.

    2. 3. 4. 5.

    Template for a Positioning Statement: For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe).

    Criteria for Evaluating a Positioning Statement 1. 2. 3. 4. 5. 6. Is it memorable, motivating and focused to the core prospect? Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? Can the brand own it? Is it credible and believable? Does it enable growth? Does it serve as a filter for brand decisionmaking?

    Você também pode gostar