Monica_Chp8

Positioning

This is the idea that advertising is used to establish or position a product/service in a particular place in the consumer's mind. Many of the top brands have retained their market leadership because they have established and maintained a strong position in the minds of consumers. The book gives examples of positioning:

Crest: cavity prevention
BMW: ultimate driving machine

I found a slideshare filled with examples of different brands that we know, and what their brand positioning is.

http://www.slideshare.net/lineldias147/brand-positioning-with-examples