7. Brand positioning and HVM
This section addresses the question: what is the positioning of the new proposed brand (refer to Lecture 3).
7.1.Brand positioningCraft a brand positioning statement of the new brand; Discuss keyelements of brand positioning (e.g. targetcustomers, frame of reference, point of difference, and reasons to believe).
7.2. Hierarchical value map(HVM)Craft a hierarchical value map for the new brand and discuss how this cognitive map, with its connectinglines, moves your target customer from articulations of attributes that are relevant to them “up the ladder”to objective benefits, to more subjective benefits and, ultimately, to values.
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