PRODUCT & BRAND POSITIONING
What’s Your Position?
The most important decision is how to position your product.
David Ogilvy
Positioning, as it relates to advertising (and overall brand management), is the “foundation” for your brand and is intended to help communicate what there is to know about your product. Your positioning helps define your product and, more importantly, is reflected in how consumers view your brand within the context of all available options. In essence, “positioning” defines why your brand exists and how it fits within the marketplace.
BRANDING …
AND BRANDING WITHIN THE BRAND
Your Product … What should you Brand?
So, let’s start with the most obvious answer. Your product will need a brand name. And, while there are a variety of critical elements that make up your brand’s “identity” we are focusing only on brand naming and, more specifically, what to brand beyond the “name brand.”
The Brand Connection helps build the bridge to connect every stop along your customer’s path to brand loyalty.
- First Stop: Awareness
- Second Stop: Engagement
- Next Stop: Comparison
- Fourth Stop: Purchase!
- Final Stop: Retention