Know-How Exchange : Branding

There are many approaches to this. Some very sophisticated.
I will share with you one that I have used regularly:

For (specify target in psycographic terms) the (brand) is the (specify category) preferred because (state differentiation).

Example:
"For (young mothers concerned about developing healthy food habits for their kids to avoid their gaining excessive weight), ("Norwegian XXX Salmon") is the (type of sea food) preferred because (it can be fun cooked outdoors in barbecues with all the family).

In this case you will be positioning XX brand of Salmon as a fun healthy food to share with all the family.

One thing to have in mind is that current consumers are not necessarily the target you want to reach and where you want to start the communication rolling and spreading. That is something you have to analyse depending on your current consumers, market share and your expectations.
Hope this helps,
Juan

Why do i think it is a homework assignment.If it is,i suggest you read your book.

some good insight above. And, Juan.m has the all important formula. It's a good formula and very useful.

But, it also needs the point of difference inserted where he has "preferred". Example: ... is the type of sea food (category) that is fun to make and eat (point of difference) because it can be cooked outdoors at family barbeques (reason for believing).