“The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market." Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds."
AVD will work together with clients to strategically design, adapt or modify the brand’s value proposition, image, message, and cultural relevance to appropriately and accurately create a distinctive place in the minds of consumers in all market segments. We believe that the right brand positioning creates a customer-focused value proposition, and thus gives consumers a strong reason to embrace your product or service.
As an initial step in crafting the appropriate brand positioning, we will determine the correct competitive frame of reference by examining consumer behavior towards similar categories and competitors.
Secondly, AVD establishes the relevant points-of difference and points-of-parity associations.
When targeting U.S. general and Latino markets, the correct and relevant brand positioning is critically important in guiding marketing strategy, because it communicates who the brand is, what benefit it provides, and how it achieves this in a unique way. Once the appropriate brand positioning is crafted, we recommend that the entire organization embraces it as a guiding principle when making business and marketing decisions.