COM 220 3/6/25

Introduction

• Focus on positioning, gap analysis, and positioning statements.

• Core theme: differentiation in branding and marketing; standing out.

Importance of Positioning

• Positioning helps define how a brand stands out from competitors.

• Use insights from SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to inform positioning.

• Gap analysis can identify market opportunities.

Crafting a Positioning Statement

• Positioning statement template structure:

  • For [target audience], [brand name] is the [frame of reference] that [key benefit].

• Example: For luxury seekers, Rolex is the ultimate luxury watch that signifies prestige.

Role of Research in Strategy

• Strategy preparation follows thorough research, both primary and secondary.

• Continuous research is necessary to refine and support strategies.

Role of the Account Planner

• Key responsibility in strategy department; ensures alignment of research and branding.

• Account planner leads the strategic effort to understand the target audience and position the brand effectively.

Differentiation

• Central to all discussions on positioning.

• Companies must communicate what makes them different in both short and long-term contexts.

• Example: Water brands must create unique identities beyond basic hydration qualities.

Positioning in Competitive Landscape

• The positioning is often compared to a chessboard—strategically placing the brand in a competitive landscape.

• Use a gap analysis diagram to visualize market spaces (e.g., sporty/luxury, economic/family-friendly).

• Example brands related to positioning:

  • Sporty luxury: Porsche

  • Family-friendly economy: Honda

Key Takeaways on Positioning

• Positioning isn’t a novel concept but an organized way to understand consumer perceptions.

• Help consumers navigate options based on their past experiences and current trends.

• Example: Nike's branding as high performance and a lifestyle choice.

Crafting Effective Positioning Statements

• Highlight the unique benefits that address market gaps.

• Importance of being concise yet impactful to resonate with the target audience.

• Examples of positioning statements from various brands discussed in class:

  • Carhartt: For hard workers who value quality and reliability, Carhartt is the workwear brand that offers durability.

  • Tenzing: For people ready to conquer each day, Tenzing is the premium natural energy drink that boosts energy.

  • Marist: For students looking for education and job opportunities in New York City, Marist is the university that provides city opportunities with a traditional campus experience.

  • Nike: For athletes, Nike is the leading high-performance wear that empowers your game.

Conclusion

• Positioning facilitates consumer recognition and helps brands effectively communicate their identity.

• Reinforcing differentiation through research and strategic analysis leads to successful brand positioning.