Marketing Management, 16th Edition

Communicating the Offering’s Positioning

Once they have fashioned the brand positioning strategy, marketers should communicate it to everyone in the organization so that it will guide their words and actions. This is usually achieved by developing a positioning statement. The key aspects of crafting an effective positioning statement—communicating an offering’s category membership along with points of parity and points of difference, and developing a narrative to convey the offering’s positioning—are discussed in the following sections.

Crafting a Positioning Statement

A positioning statement clearly articulates the offering’s target customers and the key benefit that will provide customers with a reason to choose the company’s offering. Consider ...