Positioning

Doubtful Positioning

________- When buyers may find it hard to believe the claims of the brand.

Definition of the points-of-difference (PODs)

Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand

Determination of points-of-parity

Associations that are not necessarily unique to the brand but may in fact be shared with other brands

Good brand positioning

helps guide market strategy by clarifying the brand's essence, what goals it helps the consumers achieve, and how it does so in a unique way-customer-focused value proposition

Underpositioning

when the buyers have a vague idea of the brand

Overpositioning

when buyers have too narrow an image of the brand

Confused Positioning

when buyers have a confused image of the brand because of too many claims