Category
Brand & Positioning
How brands become distinctive, memorable and meaningful in a category.
23 concepts
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PositioningPositioning defines the place a product or brand should occupy in the mind of a target market relative to alternatives.StrategyValue PropositionA value proposition explains why a target customer should choose an offer and what meaningful outcome it helps them achieve.StrategyBrand EquityBrand equity is the commercial and perceptual value created by a brand's associations, salience, trust and differentiation.ConceptShare of VoiceShare of Voice measures a brand's visibility or presence compared with competitors across a market, channel or media set.MetricBrand AwarenessBrand awareness is the degree to which a target audience recognizes, remembers and associates a brand with a category or need.ConceptBrand RecallBrand Recall is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.Concept
Concept20
Brand ArchitectureBrand Architecture is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptBrand AwarenessBrand awareness is the degree to which a target audience recognizes, remembers and associates a brand with a category or need.ConceptBrand EquityBrand equity is the commercial and perceptual value created by a brand's associations, salience, trust and differentiation.ConceptBrand ExtensionBrand Extension is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptBrand IdentityBrand Identity is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptBrand ImageBrand Image is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptBrand PersonalityBrand Personality is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptBrand PromiseBrand Promise is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptBrand RecallBrand Recall is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptBrand RecognitionBrand Recognition is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptCategory Entry PointCategory Entry Point is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptDistinctive Brand AssetsDistinctive Brand Assets is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptMental AvailabilityMental Availability is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptMessage HierarchyMessage Hierarchy is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptMessaging FrameworkMessaging Framework is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptPerceptual MapPerceptual Map is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptProof PointProof Point is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptReason to BelieveReason to Believe is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptShare of SearchShare of Search is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.ConceptTaglineTagline is a brand concept in Brand & Positioning that helps marketers apply memory, differentiation and category meaning to a specific planning, execution or measurement decision.Concept