Basic positioning options
Giep Franzen
There are three basic approaches to positioning:
The prototype approach, in which the brand strives to be the ultimate example of the category. The brand wants to be seen as 'the real thing,' based on authenticity, perfectionism, technological leadership, and an image of competency.
The differentiation approach, in which the brand strives to differentiate itself from competitors in one or two dimensions.
The demand-modification approach, in which the brand aims to influence the consumer's choice criteria to expand the preference for the core meaning of the brand.
Differentiation can be based on...