The competition-based perspective of brand positioning emphasizes distinguishing a brand from competing brands on benefits important to customers. By contrast, the customer-based perspective focuses on how consumption of the brand and the category is relevant to customers' lives. Adopting a customer-based approach requires uncovering the abstract meanings associated with consumption of a particular brand or the general category. We refer to these as brand essence and category essence, respectively.
Contributed to Branding Strategy Insider By: John Wiley & Sons, excerpted from Kellogg on Marketing, 2nd Edition by Alice M. Tybout (editor), Bobby J. Calder (editor), Phillip Kotler (foreword by) (c) 2010 by The Kellogg School of Marketing.
Sponsored By: The Brand Positioning Workshop
What a wealth of information. I made the shift in my branding efforts several years ago and it really helped my footprint in the marketplace. It is truly about the consumer and their perception.
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Marketers often struggle to view their brands from their consumer’s viewpoint. They are so focused how they want their brand to be perceived that they can’t see how their customers view it.