SEL4 - Market Knowledge Part 4 of 4 - Positioning - Re and De Positioning - Brand-SEL4---Market-Knowledge-Part-4-of-4---Positioning---Re-and-De-Positioning---Brand

SEL4---Market-Knowledge-Part-4-of-4---Positioning---Re-and-De-Positioning---Brand

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Positioning is how a company occupies a clear place in customers’ minds relative to competitors. It must be distinctive, superior, relevant, easy to explain, aligned with company capabilities, and affordable to communicate. Marketers use positioning maps to find market gaps and understand customer perceptions. Examples include Avis’s “We try harder,” Skoda’s successful repositioning, and Burberry’s luxury challenge. Repositioning is risky and can confuse or alienate customers, especially when trying to move between market levels or attack competitors. Strong branding supports positioning by reinforcing benefits, building loyalty, and creating brand equity through logos, names, and consistent marketing.

Keywords

positioning

repositioning

branding

positioning maps

brand equity