Positioning Statement and Motto

Name: Professor’s Name: Course Title: Date: Company/Brand Selected (Jeep Cherokee, Amazon, or Google):

1. Target Customers/Users

Who are the target customers for the company/brand?

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How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?

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What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?

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What do these target customers’ value?

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2. Competitors

Who are the brand’s competitors?

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What product category does the brand fit into?

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What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?

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3. USP (Unique Selling Proposition)

How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?

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What is the brand’s uniqueness?

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What is the competitive advantage of the brand? How is it different from other competing brands?

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Does the brand have any attributes or benefits that dominate competitors?

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4. Positioning Statement & Motto

Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto.

• BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).

• BMW Motto: BMW is the ultimate driving machine.

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