Question

Without using any examples from the textbook, give an example of a brand that is positioned in each of the following methods. Explain your answer.

1. Postioned by Salient Attributes

2. Positioned by Symbols

3. Positioned by Competion

Answer 1

1. Positioning by attribute would mean postioning your brand on the basis of some specific feature or function. In this type the marketer tries to position the product on the basis of salient features, features that are important to the customer and are the basis of making purchase decision. For example: Ariel. A customer wants that product that would help him/her get rid of even the dirtiest of clothes and the purchase decision is on the basis of how much dirt can a detergent get out of the clothes. The company thus emphasized upon the micro cleaning particles of the product and positioned it in a way making it better and unique from others.

2. Positioning by symbols: This is a strategy where in cultural symbols are used to position a product in the minds of the customers. This strategy involves a brand making a unique status of its own within a culture or region. For example: any product endoresed by Pele in Brazil will come under cultural symbol positioning.

3. Positioning by competition: This is when a brand highlights itself among it's competitors. For example: Onida. The brand launched its colour TV with the tagline, 'Neighbour's envy, owner's pride', highlighting the fact that all other brands are clones and only Onida is the market leader.