Points of Parity
Points of Difference
Demographic, Socio-cultural, Behavioral
Positioning by type of user, Positioning by attributes, Positioning against a competitor
3 Positioning Strategies
Competitors, Social, Technological, Economic, Political & Legal
Undifferentiated, Concentrated, Multi Segmented
Types of Market
Core Product, Actual Product, Augmented Product
Specialty, Convenience, Shopping, Unsought
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
Five Stages of Adoption
Name, Symbol and Image
What is a Brand?
Name, Logo, Character, Slogan
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