AB33™ Ltd
The Brand Building
70 Holywood Road
Belfast BT4 1NT
Northern Ireland
T/F: +44 (0)28 9047 1233
E: info@ab33.com
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Brand positioning is as it says – the position of the brand in the market
in relation to its competitors.
Phase two of our approach involves defining this position.
Importantly this is not what you, the company perceive the position of the brand to be, but what the customer will perceive it to be – what space you will occupy in their minds; what you will become known for. Equally importantly, it must reflect reality.
There is little point in wanting to become known as brain surgeons if all you want to do is sell sticking plasters!
Based on the information gathered through the competitive analysis, as well as understanding everything about your company or brand (past, present and future), the object now is to select the one specific attribute that will set you apart from the competition. The one proposition you need to own. The more specific you can be about this positioning, the more effective the name, the more successful the business.
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