Some products need to make critical positioning decisions that involve product-class associations. For example, Maxim freeze-dried coffee, the first one in the market, needed to…

Many advertisers use deeply entrenched cultural symbols to differentiate their brand from competitors. The essential task is to identify something that is very meaningful to…

In most positioning strategies, an explicit or implicit frame of reference is one or more competitors. In some cases the reference competitor(s) can be the…

Identify market opportunities. Segment the market and select the right segment. Devise a competitive strategy. The whole idea is to meet market requirements better than…

Basically, psychological positioning is a communication exercise that follows AIDA: Attention, Interest, Desire and Action model. It is derived from market positioning and tells who…

Research has shown that there is a very real limit to how much a mind set can handle, According to George A. Miller, Harvard psychologist;…

Positioning research starts with the study of the market to identify the factors, which are most important to various users of the product category. Here…

Positioning is amenable to the following definition: The position of a brand is the perception it brings about in the mind of the target consumer….

In their 1981 book, Positioning: The Battle for your Mind, Al Ries and Jack Trout describe how positioning is used as a communication tool to…

The easiest way of getting into someone’s mind is to be first. It is very easy to remember who is first, and much more difficult…