You may have heard something about branding in regards to marketing, but perhaps youve wondered what that means exactly.
Sometimes it is better to explain something in relation to something else. Thats what I am going to do so first I will start with positioning. You also may have heard that term, but also did not really know what it meant. Positioning is a marketing term that means to take a product or service and position it in the mind of your prospects/clients by comparing it with or against something already familiar in their minds. Al Reis and Howard Geltzer first published a book about it in the 1970s.
To give you an idea of positioning, take Avis. Hertz car rental already had first place in the market. By being first place, they preempted that position. Everyone knew that they were #1. So, Avis, to get any recognition at all, had to position themselves with Hertz, but actually couldnt take their spot. Do you recall what they did? You got it Avis. We try harder. By positioning themselves as the best second runner up, they were able to capitalize on a larger portion of that market.
Some people think branding is like positioning, but it is different....
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