Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

Often a brand’s positioning transcends its performance considerations. Companies can fashion compelling images that appeal to consumers’ social and psychological needs. The primary explanation for Marlboro’s extraordinary worldwide market share (about 30 percent) is that its “macho cowboy” image has struck a responsive chord with much of the

Take a position: The best way to position a brand is through a structured approach versus The best way to position a brand is through an unstructured approach.

In assessing potential threats from competitors, three high-level variables are useful: Share of market— The competitor’s share of the target market. Share of mind— The percentage of customers who named the competitor in responding to the statement “Name the first company that comes to mind in this industry.” Share of heart— The percentage of

A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve. Positioning on the basis of the current state of the market is not forward looking enough, but at the same time, the positioning cannot be so removed from reality that it is essentially unobtainable.

Specifically, deciding on a positioning requires: (1) choosing a frame of reference by identifying the target market and relevant competition, (2) identifying the optimal points-of-parity and pointsof- difference brand associations given that frame of reference, and (3) creating a brand mantra summarizing the positioning and essence of the brand.

EMOTIONAL BRANDING Many marketing experts believe a brand positioning should have both rational and emotional components. In other words, it should contain points-of-difference and points-of-parity that appeal to both the head and the heart.

Firms should broaden their competitive frame to invoke more advantageous comparisons. Consider these examples: In the United Kingdom, the Automobile Association positioned itself as the fourth “emergency service”—along with police, fire, and ambulance—to convey greater credibility and urgency. The International Federation of Poker is attempting to

Employ a well-integrated set of brand elements. Tactically, it is important for small businesses to maximize the contribution of all types of brand equity drivers. In particular, they should develop a distinctive, well-integrated set of brand elements—brand names, logos, packaging—that enhances both brand awareness and brand image. Brand elements