#3 Brand/Value Positioning
Oct 1st, 2012 by Maggie Huang
http://www.quickmba.com/marketing/ries-trout/positioning/
The article highly generalizes the importance of brand positioning. As a customer, I understand that it is impossible for people to remember every advertisements. Just like the Olympics Games, everyone knows who is in the first place and hardly remembers the second or the third. Same application among brands. That’s true that customers keep in mind only the first. To be the first comes into customers’ mind or the first in the category. But sometimes it’s difficult to range the first in the category. Finding other unoccupied position to be number one is an easier way to get into the market. For example, when we talk about clothes, people think about LV, Gucci because they are the top luxury brands; think about H&M since it is famous for the cheaper price and the popularity. Another example, Lululemon is the company selling professional yoga outfit and it is well-known in North America. So when customers consider buying yoga apparel, the first brand jumps out of their mind is Lululemon. Although nowadays there are many copycats, it’s so hard for the competitors to get the leadership position.