Figure 4.1 Five-step positioning process, highlighting step one
Conducting an extensive situational analysis is the first step in the brand positioning process.
Okay. We’re ready to start the positioning work in earnest.
Here are the essential actions to take in step one of the positioning process (Figure 4.1).
1. Key audience(s) analysis and segmentation;
2. Situational analysis;
3. Communications review;
4. Competitive and macroenvironmental analysis;
5. External research and interviews with potential customers.
As indicated before, analysis deserves a great deal of attention, and that’s why the chapter ...
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