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Flashcards in STP - Positioning Deck (8)
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1

What is positioning?

- It represents the key feature, benefit or image that it stands for in the target audiences mind
- Image in the market relative to other brands

2

What are the 4cs of positioning?

1) Clarity
2)Consistency
3)Credibility
4)Competitive

3

What are the three ways you can position a product vis brand benefits?

1) Functional needs
2) Symbolic needs
3)Experimental needs

4

What is a functional needs?

- They attempt to fulfil the consumers consumption related issues e.g health conscious

5

What is a symbolic need?

Positioning based on self image and group membership

6

What is a experimental need?

Experience e.g driving a nice car

7

What is attribute positioning?

Positioning a brand in terms of an attribute,provided it represents a competitive advantage e.g could be the colour, size etc

8

What is perceptual mapping?

It is a visual representation of different competitive brand offerings/objects of interest