Brand Positioning

Part #1

Read https://www.indeed.com/career-advice/career-development/positioning-strategy

Specifically read the 7 types of positioning.   Next find an example of a brand that is using each of theses approaches.   Write a 1-2 page report that includes examples of each approach (include a visual reference i.e. screenshot or link) and why it represents that positioning approach.  

Note: Positioning approaches are also discussed in chapter 4 of the textbook, pages 96-97.

Product Attributes

Competitors      

Use  or  application    

• Price/quality    
• Product  user  
• Product  class    
• Cultural  symbol  
• Part #2
• Integrated Marketing Communication Evaluation of brand messages
  •  Nike vs. Adidas and Pepsi vs. Coke
  • For each one of these brands find three different
  communication messages (i.e. website, advertisement, social
  media pages, store design, product design, billboard or other
  advertising, shopping bag, etc. For instance, if you are working on
  Nike and Adidas, find 3 different communication messages for
  Nike, then 3 more for Adidas)
  • Take screen shots of each of your findings and create a new
  document with these images.   PowerPoint template attached for
  your reference.
  • Now evaluate, compare, contrast each brand’s integrated
  marketing campaign.   Answer these questions for each brand:
  1. Is there visual consistency from message to message within each
  brand?  Explain
  2. In general, does each brand do a good job with integrating their
  brand message in their communication, why?
  3. Did anything in particular stand out (or surprise you) in your
  evaluation of this brand?
  4. In one or two words, describe each brand.
  5. Which brand did the best job of integrated their campaign?Why?