We would be happy to talk with you about Brand Positioning, or you may want to read about it in Strategic Advertising Management.

• Brand Positioning tells the potential buyer what the brand is, who it is for, and what it offers.
• Effective brand positioning must reflect the two core communications effects of Brand Awareness and Brand Attitude.
• Brand Awareness is the link between the brand and category need. You must position the brand to satisfy a need as seen by the target audience when a need occurs, we want our brand to come to mind. getting this right can be difficult.
• Brand Attitude is the link between the brand and the benefit the target audience wants. here, we want to position the brand uniquely on a benefit important to the target audience, and one the brand can deliver.
• it is important that the benefits associated with the brand are consistent with the motivation that drives behavior in the category.
• All of this helps ensure a brand is positioned to "fit" when the target audience is making a choice.