brand pos i t i on i ng
wor kshop
h e l d
i n
i nd i ana pol i s
P UR POS E :
E VA LUAT E P ROPOS ED B RAND POS I T I ON AND DE F I NE
Ta r ge t Cu s t ome r (
p r i mar y
,
s econdar y
,
t e r t i ar y
)
B r and E s s ence (
h e ar t
and
sou l
of
t h e
b rand
–3
word s
)
B r and P r om i s e (
i ncl ude
d i f f e r en t i at i ng
va l u e s
or
b ene f i t s
)
