Brand marketers must know how their product or service is different to optimize its perception by customers. There is only one chance to make a first impression, so it is crucial to describe or position the product in the way that will maximize its appeal to relevant segments. In this way, the product will be correctly understood and its most important benefits will be properly stressed.
Some key benefits of positioning studies are:
- Brand marketers must know how their product or service is different to optimize its perception by customers.
- Decide on critical benefits to best differentiate products and services from competitors
Concise positioning is the foundation that drives creative executions such as advertising, launch communications and direct marketing programs
Positioning assures relevance to key target audiences
Competitive differentiation is maximized
It is equally important to determine what the product and brand is NOT
Choice of positioning also helps in aligning complimentary programs and services