Positioning: Purpose
Today’s marketing relies on the positioning of a brand to help reach the heart and pockets of a consumer. This model emphasizes the fact that positioning has to:
• Be based on or relative to the needs of the target market, and
• It is a key factor in defining the elements of the marketing mix.
Hence the model is applied when defining or reviewing the elements of the marketing mix.
Positioning: Structure and Description
Marketers take some concepts for granted as they are natural tools for establishing the identity of a product or brand. First proposed in the late 1960s, positioning emerges from managing the perceptions, attitudes, and affiliation that consumers have toward your brand and product. Aligning ...
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