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Core curriculum reading
Reference no. 8197
Subject category: Marketing
Published by:
Harvard Business Publishing (2015)
20 February 2015
Revision date:
28 pages
Data source:
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Core curriculum readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. This reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides consumers with the answer to the all-important question, 'Why should I buy?' The reading discusses how to craft a brand's value proposition for competitive advantage, through analysis and synthesis of consumer, company, and competitive factors. It highlights the types of brand positions that companies can stake out in the minds of consumers, providing insight into the many creative ways brands can be differentiated from one another. It provides guidance for defending a market position through illumination of the competitive dynamics of brand positioning. Finally, it presents the challenges associated with repositioning brands and the tension that exists between maintaining consistency in a brand's meaning and adjusting to changing consumer preferences. This reading features an Interactive Illustration that demonstrates a technique for visualizing consumers' mental landscapes: 'Perceptual Map of Watch Brands.' It also contains links to 3 video clips: 'Hiring Milkshakes for Breakfast,' which describes how consumers 'hire' a product or service to meet a specific need, and 2 TV commercials: '1984,' for the Apple Macintosh computer, and 'No Cages,' for the Harley-Davidson 'Build Your Freedom' custom motorcycle program.


Brand positioning; Branding; Consumer research; Defensive strategies; Market positioning; Marketing; Product differentiation; Product positioning; Strategic positioning; Value proposition

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