Chapter 11: Developing an IMC Plan
Develop Brand Positioning Statement
In the world of marketing, developing brand positioning and messaging is like setting the stage for a play. It's about deciding how you want your brand to be viewed in the minds of your audience and then crafting the script (your messages) that will make your brand stand out.
Establishing a Clear Brand Positioning Statement
A brand positioning statement is a concise description of where your brand sits in the market and what it stands for. It's like your brand's mission statement, answering who your product is for, what it offers, and why it's different and better than the competition.
For example, consider Volvo. Their positioning statement could be something like, "For families and safety-conscious drivers, Volvo is the automobile brand that offers top safety features because Volvo is committed to making the safest cars on the road." This statement clearly positions Volvo as a brand for safety-conscious consumers, differentiating it from other car brands that might focus on speed or luxury.
Amazon Prime Brand Positioning Statement
A brand positioning statement is essential for defining a company’s unique value and its place in the market. It outlines what the brand stands for, who it targets, and what makes it different from competitors. Amazon Prime is a prime example (no pun intended) of how a company establishes and reinforces a clear brand positioning statement through effective sales promotions.
Understanding Brand Positioning
Brand positioning involves creating a distinct image or identity for a brand in the minds of the target audience. It’s about how you want customers to perceive your brand relative to competitors. A strong brand positioning statement guides all marketing efforts and ensures consistency in messaging.
Amazon Prime’s Brand Positioning Statement
Amazon Prime’s brand positioning focuses on convenience, value, and premium service. The service aims to provide members with a superior shopping and entertainment experience through fast shipping, exclusive deals, and access to streaming content.
Inferred Brand Positioning Statement:
"Amazon Prime delivers unmatched convenience, value, and exclusive benefits, enhancing the everyday lives of our members with fast shipping, premium entertainment, and special deals."
Key Elements of Amazon Prime’s Brand Positioning
Target Audience:
Amazon Prime targets busy individuals and families who value convenience and are looking for a comprehensive service that combines shopping, entertainment, and savings.
Unique Value Proposition:
Amazon Prime offers a unique combination of fast, free shipping on millions of items, exclusive access to movies, TV shows, music, and Kindle books, and special shopping deals and discounts.
Brand Promise:
Amazon Prime promises to enhance the everyday lives of its members by providing a seamless and enjoyable shopping and entertainment experience, saving them time and money.
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