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Positioning

Aim

To give your managers the skills and knowledge to create a positioning for competitive advantage.

Target Population

Brand Managers and Marketing Managers who have to make positioning decisions.

Objectives

After this programme managers will be able to:

  • Define what is meant by Brand Positioning
  • Use a Positioning Framework to effectively create brands with powerful and sustainable positionings

Detailed Content

Day One

What is Positioning?

A session to explore Positioning definitions and what makes a brand powerful?

Positioning Framework

A session which introduces a Positioning Framework using a live brand example. This framework then forms the agenda for the rest of the workshop.

Target Consumer

A session which introduces the first step in creating powerful positionings – a full understanding of target consumer and consumer insight.

Benefit Analysis

The second step - a session which explores both existing a future benefits that the brand needs, to drive a differentiated positioning in the market.

Day Two

Brand Personality

Step three – this session covers the elements of outward expression of brand personality and demonstrates how a single minded consistent tone is needed to drive consistency in brand positioning.

Brand Essence

Step four in the framework – this session explores the need for teams to identify the brand essence for each of their brands – this then acts as a visionary focus for all cross-functional teams.

Positioning Action

A session to demonstrate how powerful positioning can effectively cut through competitor noise in the market place.

Action planning

A short workshop to clarify how and where the learning can be applied in the workplace.

All of our programmes are individually tailored to your specific needs. For some examples of programmes we
run, please see below:

Essential Marketing Skills

find out more

Marketing Planning

find out more