Briefing on individual brand positioning exercise

Due Date : 25% of my

Friday, July 12th, 2019 Final Grade
(please upload the document on the Assignment Section)
 OBJECTIVE
Develop a positioning statement for a brand of your choice

MATERIALS TO USE
Class notes on Positioning Statement (some notes are also included in this document)
A reference piece (ad, website citation or video) that provides evidence of your decision

DELIVERABLES
Positioning Statement
Reference piece

NOTE: Please upload deliverable to Online Campus

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 Positioning and value

Target market Frame of reference

Who my consumers are Who my competitors are

What I have that others (in “my” frame of reference)

don’t have
Point of difference =  Relevant (important)
Benefit  Unique (tangible or image)
 Credible
 Sustainable

Reason why Explanation of the benefit

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 (Suggested) Template

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 Brand positioning statement

“For ... (target group: who buys, who uses, or both)

(brandname) is a brand of ... (frame of reference: with whom we are going to compete)
that delivers ... (point of difference that I deliver better than the competition)
because ... (basis on which the difference rests)”

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 Example 1

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019
 Positioning statement

For independent, authentic and passionate adventure-seeking and freedom-loving motorcycle riders,

Harley-Davidson is a motorcycle brand

that fulfills dreams of freedom and self-expression

while understanding that freedom means different things to different people

due to its unique company culture, customized designs and loudness

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 Example 2

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 Positioning statement

For forward-looking business global leaders with entrepreneurial spirit,

HSBC is a global bank

that allows their business to reach full potential, facilitating their international business opportunities

thanks to its global integrated network with operations in six continents and in more than 90 currencies

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 Example 3

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019
 Positioning statement

For demanding multimedia clients who discuss design and quality before price,
Bang & Olufsen is a brand manufacturing video, audio and multimedia products
that provides a pure and exclusive sound & video experience
driven by its tradition in combining the finest and most elegant design with brilliant sound and video
technology supported by a personalized customer service

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019

 Tips for effective brand positioning

Brand positioning statements are not consumer-facing. Yet, use terminology a consumer would recognize

Avoid the generic or obvious; challenge yourself, would you ever want a brand not to promise quality, to be
dishonest or out-of-date? Really? Save the words for something inspiring, meaningful, differentiating and directional.
Even if that is “of exceptional quality”, “transparent” or “contemporary”

Bear the competition in mind throughout. Brands don't exist in a vacuum, so do consider who you are trying to
differentiate from when developing your positioning and how to do it. Some marketers talk about points of parity and
points of difference, which is a nice way of deciding where your brand should deliver consistently with the competition
and where you can stand apart

Marketing Eduardo Fernández-Cantelli, EMBA-M1 June 29, 2019