Positioning, the Battle for Your Mind|Essay guru

Posted: January 30th, 2023

Jack Trout and Al Ries brought the concept of positioning into the marketing mainstream with their book, Positioning, the Battle for Your Mind, published in 1980 and since updated several times. In brief, they define positioning as the mental short list that a consumer has in her mind when she starts to think about shopping for something. Your brand should have a position somewhere on that list, as close to the top of it as possible. If you are not on the list at all, your brand will probably not be considered.

That mental shortlist will typically be about 5 to 7 items long and often shorter, almost never longer. For example, when consumers start thinking about buying a new car, they don’t think of the dozens of possibilities out there, they think about choices with which they are already familiar and which stand out from the crowd.

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The authors argue that it is the job of marketers to make their brands seem different from competitors and different in ways that the intended target audience will see as important and preferable.

“Positioning” then becomes a process of figuring out a short summary about the brand to make it memorable and likable. Often, this is summarized in a single phrase or sentence, like BMW’s “Ultimate Driving Machine” or Disney’s “Where dreams come true.”

Such statements often take the form of what advertising people call a “tagline” or “slogan.” But this is not always the case. Sometimes brands use multiple approaches to create a brand image that communicates a message to set it apart from competitors. For example, Volvo is widely perceived as a very safe car that will protect people inside the car even when there is a bad accident. Recently, Subaru has also started to use the same idea, and I would argue that this makes Subaru look somewhat like a “me too” brand, one that is “Johnny come lately” to a category that Volvo established years ago.

Requirement:

1. Pick a Fortune 500 company and discuss its positioning and the tactics/actions it uses to get this positioning to “stick” in someone’s mind.

2. Must include an Executive Summary, Introduction, and Conclusion.

2. A minimum of 5 pages excluding title page, executive summary (on a page by itself), reference page.

3. At least three outside peer-reviewed sources for the references

4. APA formatting

 

SOLUTION

In this report, we will be discussing the positioning and tactics used by Coca-Cola, a Fortune 500 company, to create a memorable and likable brand image in the minds of consumers. Through our research, we will examine how Coca-Cola has positioned itself as a global brand that is synonymous with happiness and refreshment, and how it has used a variety of tactics such as advertising campaigns, sponsorships, and partnerships to solidify this positioning in the minds of consumers. We will also explore how Coca-Cola has adapted its positioning and tactics over time to stay relevant and maintain its position as a top brand in the beverage industry.

Introduction:

Coca-Cola is a global brand that is synonymous with happiness and refreshment. The company, which was founded in 1886, has become one of the most recognized and beloved brands in the world, with a presence in more than 200 countries. In this report, we will be discussing the positioning and tactics used by Coca-Cola to create a memorable and likable brand image in the minds of consumers. We will examine how Coca-Cola has positioned itself as a global brand that is synonymous with happiness and refreshment, and how it has used a variety of tactics such as advertising campaigns, sponsorships, and partnerships to solidify this positioning in the minds of consumers.

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