An advertisement for Burger King
Examples of using this type of brand positioning: , in which the company talks about its advantages over McDonald's. The confrontation between the two giants has been going on for many years. Quite often you can observe the fierce marketing war between two large fast food chains by looking at their slogans. For example, Burger King's slogan read: "Why eat with a clown when you can dine with a king?", implying that one chain had a clown as its signature and the other had a crown.Another example is a video in which Burger King advertisers emphasized Australia WhatsApp Number Datathat their cutlets are made on the grill, and that at McDonald’s the meat is fried in a frying pan. Advertising of Nikola kvass, which was opposed to the famous world giant Coca. The slogan of the first ones was: “Kvass is not Cola, drink Nikola.” The manufacturer spoke about the naturalness and usefulness of its product, hinting at the dangers of carbonated drinks, which Coca‑Cola produces. It is worth noting that it is worth turning to competitive positioning only if we are talking about a large company that has already proven itself in the market.
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Category positioning This strategy will be appropriate if the manufacturer has a desire to become a market leader. We are talking about the desire to achieve a clear association of the brand with a special category of goods. It is because of this that this type of positioning is not suitable for everyone. When choosing this method, the following components are required: unique properties of products; lack of analogues; an innovation that would be popular with consumers; Product creation process: main stages Read also Product creation process: main stages More details An example of brand positioning and promotion is Tesla Motors.
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