When Zipcar was introduced to the market, a competition-based perspective was adopted. The positioning emphasized the superiority of the service in relation to the competitive alternative of owning one’s own car. This approach is captured in the following positioning statement:
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Rachael, a brand marketer in Dallas, Texas who asks for advice on making the case for investing in brand.
The specific format used when writing a brand positioning statement may vary from company to company. However, in one way or another, a brand positioning statement should answer the following four questions.
Consumer goals related to the category can also be used to develop a brand’s position. Similar to brand essence, the development of category essence entails the association of the brand to other objects that collectively represent a consumer goal.
The economic downturn plaguing Western developed economies has been characterized as a once-in-75-years event, and policymakers have been criticized for mishandling economic policies because of a lack of experience with such a rare occurrence. But marketers have no such excuse. While this downturn is unusually severe, extended and difficult, it is an altogether familiar marketing puzzle. What marketers face is not unknown to them. It is a battle for share.
