“Products are made in the factory, but brands are created in the mind.” -Walter Landor (Brand designer; designed the Coca-Cola script)

A position is a point of view, stance, perception, or attitude

Positioning is the image that a business creates for its brand(s). It’s an attempt to achieve top-of-the-mind awareness among target consumers.

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 Benefit  Target  Price  Distribution  Service

Price Low Instant Coffee Tim Horton ’ s Starbucks Second Cup Timothy’s Coffee Quality High Low High

Consumers expect every product they purchase to benefit them in some way. How do you position a product based on benefit ? Offer features that other products do not have

A target position should cause the people in the target market to think that they own the brand. Focus on positioning the product in the minds of the target market

This occurs when goods or services are positioned as either the MOST expensive or LEAST expensive. Example: luxury goods vs. discount or low-end items There is no price position for the middle ground.

Creating an image in the consumer’s mind based on HOW and WHERE a company distributes its products.

Creating an image in the consumer’s mind based on the level of service provided. Examples: Grocery stores open 24/7, free tea/cookies at salons, offering a welcoming atmosphere, etc. Services must be maintained for businesses to use this type of positioning.