Marketing Communication (Brand positioning).

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"Brand positioning is an attempt to create and maintain a unique representation of the brand in customer's mind, a representation that is expected to stimulate choice of that brand" (Rossiter, 2005, p.42). Positioning, in fact, refers to how customers think about different brands in a market. Through brand positioning a company attempts to build a sustainable competitive advantage on product attributes in the consumer's mind. Nevertheless, developing a successful positioning strategy is not easy. Positioning products in a complex market can be one of a company's most difficult decisions (Gwin, 2003, p.30). Brand positioning is the first stage of marcoms planning. "Before the manager can make a reasonable decision about where the brand…show more content…
The a-b-e benefit claim model is the third, final stage of positioning. This model looks at the structure of benefit claims, and distinguishes between attributes (a), which are 'what the brand has" (objectively), benefits (b), which are "what the customer wants" (subjectively), and emotions (e), which refer to "what the customer feel". Decisions made in T-C-B positioning model, I-D-U benefit analysis and a-b-e benefit claim model are incorporated in the positioning statement for the brand. In our consultancy report we used T-C-B positioning model to perform the positioning analysis for Mortein insect spray. Keeping in mind that the definition of Target Customer should be broad and include all current and potential users of the brand, the End-Customer target for Mortein insect spray was defined as "Consumers of household insecticide products". Category Need into which Mortein insect spray is to be positioned was defined, from the customer's point of view, as "Insect killers". The benefit to be emphasised, or the Key Benefit, was identified as "Fast killing of insects". We decided to adopt central positioning within the category because Mortein is the leading brand in the Australian household insecticide market. Rational approach, or Rational Selling Proposition, which is focused on a
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