Sublime

Today, value is less about brand attributes, and more about brand meaning.

A third role for attributes is to help the category buyer identify the brand in media or sales environments.

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

greater brand level discrimination –

most defaulted to those brands that have built a narrative around personalisation as the purpose of their business.

the brand substitution test. If, in some marketing activity—an ad campaign, a viral video, a new product introduction—the brand were replaced by a competitive brand, then that marketing activity should not work as well in the marketplace. A well-positioned brand should be distinctive in its meaning and execution.

Premium pricers have strong brands: One function of these strong brands is to transform a technological advantage—which is often temporary—into a long-lasting image advantage.

In a business, there can be attempts to mold the customers’ preferences and values through promotion and advertising.

To win with Olay in mass, the company had to bridge the mass and prestige markets, creating what it would come to call a masstige category.