How to position a brand

Vocabulary
Approach - подход; попытка вступить в переговоры; метод; способ;
Appropriate - присваивать; выделять; предназначать; прибрать к рукам
Blurry- неясный; туманный; расплывчатый;
Engage - заниматься (чем-либо); участвовать; принимать на работу;
Distinguishable - различимый; отличимый; заметный
Disparition - несоответствие
Dorsal gluteal muscle - большая ягодичная мышца
Emphasis- акцент; подчёркивание; выразительность;
Gastrocnemius muscle – икроножные мышцы
Hamstring muscles - мышцы задней поверхности бедра
Irrelevant - несоответствующий; неприменимый; неуместный;
Simultaneously -одновременно; синхронно; совместно;
Quantifiable - поддающийся количественному определению

How to position brand, product, or company might be the most important aspect of a marketing communications plan.
Brand positioning can be expressed in many ways, from a simple slogan to an entire campaign.
How to position
Your
BRAND

The position of a brand is its location in the consumer’s mind in relation to other products in the category.
The position of a brand based on:
differentiating the brand from competing brands;
creating a brand personality;
combining brand perceptions.

Must avoid
Should
Look different, such as using complementary colours or differently shaped packaging.
Using the same style of advertising as their competitors, a similar concepts etc, because consumers would not be able to remember which one was which.
Differentiating the brand

There must be an interesting brand personality
should be appropriate to the audience
be able to engage them on an emotional level.
Emotional engagement creates consumer loyalty.
A distinct personality
can also help to differentiate
the brand from a competing
brand.
Creating a brand personality

Combining brand perceptions
Luxury High quality Expensive
damage of the brand perceptions

When all conditions are complied and performed and are combined into a clear and distinguishable idea, brand will have a success and right position in the mind of the consumer.

A product can be positioned based on 2 main platforms:
The Competitor
It’s base on competition. The campaigns are targeted towards competing with other players in the market.
The Consumer
The campaigns and messages are always targeted to the consumer

Positioning errors
Under positioning- This is a scenario in which customers have a blurred and unclear idea about the brand.
Over positioning- The customers have too limited awareness of the brand.
Confused positioning- The customers have a confused opinion of the brand.
Double Positioning- The customers do not accept the claims of a brand.

Error - Confused positioning

Positioning by
product attributes
and benefits
Positioning
by
cultural symbols
Positioning
by
competitor
Positioning
by
product class
Positioning
by
price\quality
Positioning by
use or
application.
Positioning
by
product user
7 main
positioning
strategies

Reebok Easytone

Easytone 2009

Easytone 2012

The sources
http://greatideaz.wordpress.com/2011/03/22/how-to-position-a-brand/
http://www.brandchannel.com/education_glossary.asp
http://www.managementstudyguide.com/brand-positioning.htm
www.reebok.com/