Positioning
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 reach target customers in a crowded marketplace. Jack Trout published an article on positioning in 1969, and regular use of the term dates back to 1972 when Ries and Trout published a series of articles in Advertising Age called "The Positioning Era." Not long thereafter, Madison Avenue advertising executives began to develop positioning slogans for their clients and positioning became a key aspect of marketing communications.
Brand positioning
“Positioning is how a product appears in relation to other products in the market”
Brands can be positioned against competing brands on a perceptual map.
A perceptual map defines the market in terms of the way buyers perceive key characteristics of competing products.
The basic perceptual map that buyers use maps products in terms of their price and quality, as illustrated below:
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 reach target customers in a crowded marketplace. Jack Trout published an article on positioning in 1969, and regular use of the term dates back to 1972 when Ries and Trout published a series of articles in Advertising Age called "The Positioning Era." Not long thereafter, Madison Avenue advertising executives began to develop positioning slogans for their clients and positioning became a key aspect of marketing communications.
Brand positioning
“Positioning is how a product appears in relation to other products in the market”
Brands can be positioned against competing brands on a perceptual map.
A perceptual map defines the market in terms of the way buyers perceive key characteristics of competing products.
The basic perceptual map that buyers use maps products in terms of their price and quality, as illustrated below:
my opinion: For positioning of their brad marketing personals make many decisions by which they try to create an image or identity their product or service in the minds of their target market. For example a product or service may be positioned on the basis of attitudes or benefit, use or application, price, or level of quality etc.
refrences:
http://www.quickmba.com/marketing/ries-trout/positioning/
http://tutor2u.net/business/marketing/brands_positioning.asp
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