Basics of Branding

Chapter 2

The Positioning Statement, Emotions, and Brand Equity

A Simple Tool, but a Must for Branding

All good consumer product companies use some form of the positioning statement. This is a critical marketing tool that forces one to summarize in writing the blueprint for a brand. It should be emphasized that a positioning statement is not prepared on a whim or without an enormous effort and time commitment. It should be the culmination of exhaustive market research with consumers, a comprehensive assessment of the market potential and optimal opportunity for a brand, and a thorough analysis of the competition. While most companies have their own customized terminology and format, a positioning statement usually includes the following elements: ...