Hello and welcome back. A positioning statement is a statement that summarizes the brand positioning decided by the organization. It belongs inside the organization, and it's made evident to consumers in many different ways, not exclusively using marketing tools. Even if marketing and communications, are the two functions most closely associated to the drafting or brand positioning statement. Positioning statements take four key elements into account. This is important. The first, is who does the brand want to attract? This is called the target segment. Big brands will use needs and motivations to summarize their target. Remember always of the iceberg model that bit that is unseen. The second, is which market the brand is going to compete? This is called the frame of reference. It is very important that brands defined this frame of reference properly. It needs to be broad enough to allow for brand growth, but tight enough to ensure a point of difference. We will cover this specific aspect focusing on how consumers define categories in the next sessions. The third thing that you need to take into account, is in what ways are we different as a brand within this frame of reference. This is called point of difference. What is the unique promise you will be making to your target segment? The point of difference will always be subject to the frame of reference. If the market changes and the frame of reference changes, so will the point of difference. Finally, the fourth element, is why the target segment even going to believe your promises of being different. These are called reasons to believe and worker support. Reasons to believe can be tangible or emotional and can focus on product attributes or an emotional benefits or even aspects of brand personality. Different brands approach this reasons to believe in different ways as they will depend highly on the evolution of the market, the frame of reference chosen, and the evolution of the brand. These four elements are written in a very short paragraph, sometimes a bit of a mouthful, of approximately four or five sentences to make up the positioning statement. All positioning statements take the same form. "For; target segment and need, our, brand is; concept frame of reference, that; point of difference, because reasons to believe." Let's look at the positioning statement from the brand Listerine, the mouthwash brand. As you could see, the positioning statement reads, tor target segment and they say, "Healthy proactive preventers, who want to do as much for the health of their mouth as they can." Listerine is the frame of reference, germ-killing mouthwash brand, that, point of difference, gives you the confidence of a cleaner, healthier mouth, because, these are our reasons to believe, "It is trusted to kill the germs that cause the evil gingivitis and is respected by dental professionals because it has been clinically proven to be 34 percent more effective than brushing and flossing along." One key thing to remember, is that consumers never get to read the positioning statement. This is a very strategic and confidential piece of information, but consumers and your competitors will get to understand and infer what your positioning statement is, because of your actions as a brand, both marketing activities and communications actions. So, after this video, you will be introduced to an example of a positioning statement. It will then be up to you to discuss it positives and it's negative with peers. After that, we will be looking at consumer-based categories.
