Consumers only accept advertisements with prior knowledge or experience.
1. Getting into their mind
- Be first
- Market leader (which increases shares)
2. Positioning of a leader
- 4:2:1. Firm at first place will have twice as much shares as the second firm.
- To be first in the market is more important than the firm’s ability.
- Multibrands – new brands
- Move to new markets.
3. Positioning of a follower
- Claimed by: age, high price, gender, time of day, place of distribution, quantity…
4. Repositioning the competitor
- List negative about the competitors
5. The power of name
- Coined names
- Might be confused with other firms
6. The No-name trap
- Abbreviations
7. The Free-Ride trap
- Name new products based on the previous name
8. The line extension trap (not a good idea)
- Products shouldn’t have similar names
- When line extension can work: 1) Low volume product 2) Crowded market 3) Small advertisement budget 4) Commodity product 5) Distribution by sales reps