Basic positioning options

There are essentially three basic approaches to positioning: the prototype approach, where the brand strives to be the ultimate example of the category; the differentiation approach, where it aims to stand out from competitors); and the demand-modification approach, in which it tries to expand brand preference based on the appeal of its core 'meaning'.

Basic positioning options

Giep Franzen

There are three basic approaches to positioning:

  1. 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,...

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