Lecture 3 slides

1. Brand positioning
2. Crafting a brand positioning statement

• Target customers (for whom, for when, and for where?)
• Value claim (what value?)

Creating relevance (value pyramid and JTBD)

Being distinctive (shared, unique, and irrelevant attributes)

Creating resonance (laddering technique and HVM)

• Reason to believe (why and how?)

Being realistic

• Frame of reference (relative to whom?)

Lecture 3 – Positioning brands as meaning creation process – 13 Dec 2022