Positioning Statement and Motto – Top Premier Essays

Jeep Cherokee
General Brand Marketing
Reflected in the distinctive, fluid lines of an Jeep Cherokee is the brand’s long sporting tradition.
Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Jeep Cherokee cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.

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1. Target Customers/Users
Who are the target customers for the company/brand?
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How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?
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What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?
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What do these target customers’ value?
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2. Competitors
Who are the brand’s competitors?
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What product category does the brand fit into?
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What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?
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3. USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?
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What is the brand’s uniqueness?
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What is the competitive advantage of the brand? How is it different from other competing brands?
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Does the brand have any attributes or benefits that dominate competitors?
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4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand. Below is an example of BMW’s positioning statement and motto.
BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
BMW Motto: BMW is the ultimate driving machine.
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