Question

Topic: Branding

Brand Position

Posted by Anonymous on 6/1/2004 at 1:01 PM ET 125 Points
What is the definition of a brand position in layman's terms? I am creating a Staff Brand Manual for the staff at a luxury rental apartment building and i woudl like to describe the brand position and the utility of it in their terms so it will be relevant to them.
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RESPONSES

  • Posted on 6/1/2004 at 1:04 PM Member
    The simple version is "this is who we are" and "this is what we stand for."
  • Posted by Peter (henna gaijin) on 6/1/2004 at 1:22 PM Member
    Perhaps, I would add something about the brand position being how you want your customers to see you (their perception of you).
  • Posted by SteveByrneMarketing on 6/1/2004 at 3:14 PM Member
    A position is a place. A brand position is a place relative to its competitive brands’ places – places in the minds of consumers. For example, if you have a candy brand, one product characteristic would be sweetness. So you could choose to brand a semi-sweet candy and take a new place in the consumer’s mind that is currently unfulfilled. All the brand competitors have sweet candy positions, your candy has exclusive ownership of the semi-sweet candy position.

    Brand position is a memorable place in the consumer’s mind

    Hope this helps.
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