What do the creators of the concept write about brand positioning?
Posted: Tue Feb 11, 2025 6:10 am
The creators of the concept, Al Ries and Jack Trout, explain in their book "Positioning: The Battle for Your Mind" that: "Positioning takes place in the customer's mind and is a specific "battlefield" for products, services, brands or companies"
Walter Landor (designer and founder of Landor Associates, a pioneer of branding and consumer research techniques widely used today) adds: "Products are made in a factory, but brands are made in the mind"
Another very distinguished person in the advertising industry, David Ogilvy, writes in his book "Ogilvy on Advertising" that: "Positioning is searching for answers to the questions: what is the role of the product and who is it intended for?"
Philip Kotler says about positioning that it is: " The act of designing a company's offering and image so that they occupy a particular place in the mind of the target market - In other words, brand positioning describes how the brand is different from its competitors and where or how it fits into the minds of customers ."
The encyclopedia of management provides the following definition of brand positioning: "Positioning is an action aimed at ensuring that a product or brand occupies a specific, distinctive and desirable place denmark telegram data in the minds of target consumers in comparison to competing products."
Complementing the above definitions, I can add from my own perspective that the product of well-designed brand positioning is a unique brand image in the minds of the target group or groups, creating a very comfortable business situation in which the competitors' offer ceases to be relevant.
REMEMBER:
To achieve this lack of relevance of competitive brands, however, you need to approach positioning with the right care. You also need to use the right method.
Walter Landor (designer and founder of Landor Associates, a pioneer of branding and consumer research techniques widely used today) adds: "Products are made in a factory, but brands are made in the mind"
Another very distinguished person in the advertising industry, David Ogilvy, writes in his book "Ogilvy on Advertising" that: "Positioning is searching for answers to the questions: what is the role of the product and who is it intended for?"
Philip Kotler says about positioning that it is: " The act of designing a company's offering and image so that they occupy a particular place in the mind of the target market - In other words, brand positioning describes how the brand is different from its competitors and where or how it fits into the minds of customers ."
The encyclopedia of management provides the following definition of brand positioning: "Positioning is an action aimed at ensuring that a product or brand occupies a specific, distinctive and desirable place denmark telegram data in the minds of target consumers in comparison to competing products."
Complementing the above definitions, I can add from my own perspective that the product of well-designed brand positioning is a unique brand image in the minds of the target group or groups, creating a very comfortable business situation in which the competitors' offer ceases to be relevant.
REMEMBER:
To achieve this lack of relevance of competitive brands, however, you need to approach positioning with the right care. You also need to use the right method.