What are the requirements for deciding on a positioning strategy?
Answer: Positioning requires that marketers define and communicate similarities and differences between their brand and its competitors. Specifically, deciding on positioning requires: (1) determining a frame of reference by identifying the target market and relevant competition, (2) identifying the optimal points-of-parity and points-of-difference brand associations given that frame of reference, and (3) creating a brand mantra to summarize the positioning and essence of the brand.