If seeing is believing, lets not guess, lets seek out the truth & see.. Brands & products (goods & services) can be positioned in many different ways in the marketplace. There are 6 basic positioning bases & by using a combination of bases, many more opportunities become possible .

Armed with the theory, the practical business world became more interesting! In terms of which positioning approach to use.. Well it depends on the situation & your brand/product, as well as a range of other competitive factors..

To begin with though, highlighting some unique features, benefits & advantages to the end-consumer & distilling it down to the core elements of what we have to offer is a good start!

This video is an introduction to the various aspects, however for a better understanding please check out the links from the "Additional Reading" section below and continue on your learning journey.

Note: Videos have been made with international students in mind, as such if your finding the speed of speech slow, please increase playback speed to 1.25 in YouTube.

I hope the video takes you beyond the definition & helps to make the learning process a little more tangible. Please subscribe & feel free to share.

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Video Content

0:00 - Introduction Brand & Product Positioning Bases & Repositioning
0:17 - Getting the Right Position Base
1:02 - What is Positioning Statement?
1:23 - Needs vs Wants

1:47 - Positioning Base
2:20 - How to positioning by Product Attribute?
2:49 - How to positioning by Quality or Value?
3:27 - How to positioning by Use/Application?
4:15 - How to positioning by Product class?
5:00 - How to positioning by Product user?
5:51 - How to positioning versus Competition?
7:45 - What is Brand & Product Repositioning?

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Came across a great saying:
No matter what your product is, you are ultimately in the education business. - Robert G. Allen

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Additional Reading:


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School of Learning
Arnav Dutta
https://www.linkedin.com/in/arnav-dutta-a2020a44