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Positioning A Brand In The Marketplace

Positioning a Brand in the Marketplace
By Suzanne Hogan, Senior Partner, Lippincott Mercer
Before we can talk meaningfully about positioning a brand, we need to be clear about why it is
important to position a brand-and exactly what a brand is. The reason it is important to position a
brand is because of the phenomenon that we at Lippincott & Margulies call Brandwashing(SM). As
consumers, we are all influenced by the effects of a powerful brand positioning-"brainwashed," so
to speak-to have preference for one versus another. But today there are so many choices for
consumers that this term has a secondary derivation-"whitewashing." That is, the brand choices
are so varied and the
We can define "brand" as the sum of all available
information about a product, service or company.
differentiation so minimal in terms of product functionality that we're faced with a sea of
indiscernible offerings. This is why it is critical for a brand to be well positioned and uniquely......


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Approximate Word Count: 4458
Approximate Pages: 18 (250 words per double-spaced page)

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