Brand Positioning Process
Positioning starts with a segment and a real alternative, then defines benefit and proof.
Cheat sheet
Positioning starts with a segment and a real alternative, then defines benefit and proof.
What to check first
Find the buyer’s deciding attribute through recent purchase interviews.
How to make the call
Track recall of the promise and observed purchase preference.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Noida travel bag maker competes with generic luggage for weekly rail commuters.
Reveal the step-by-step solution
- Diagnose the problem.
Find the buyer’s deciding attribute through recent purchase interviews.
- Work through the evidence.
If narrow aisle handling matters, test a compact easy-access design against generic capacity messaging.
- Recommend and validate.
Track recall of the promise and observed purchase preference.
More Indian cases
Interview question
How would you use brand positioning process to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
If narrow aisle handling matters, test a compact easy-access design against generic capacity messaging. Track recall of the promise and observed purchase preference.