The consumer always makes their choice. And they make their choice quickly. The often don’t have time and will to study the information which is desired to be communicated by a brand. That is why the brand’s main message has to be brief and impressive.
These are the aims which are served by positioning. The positioning strategy consists of two basic tasks:
- the precise determination of product’s or service’s essence;
- the communication of this essence to consumer.
The selective promise, given by a trademark, is the tool which must be used by a brand in order to be heard by a consumer. GBS developers analyze research data, market information and consumer’s profile. After that, they determine the frame for several possible variants of positioning. The most broad-based and actual one is then chosen among them. The long-term uniqueness is also determined. The competent positioning is the thing allowing product obtaining its specific features and becoming important.
