Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 76

Jockey for position is an old phrase from horse racing that means getting into a better place near the beginning of a race. When you’re building and launching a brand, you need to move your brand to a position that gives it the greatest chance for success. This process usually involves identifying or developing brand attributes that enable you to outcompete what’s already available.

Suppose that you’re planning to open a restaurant in your neighborhood, which already has plenty of diverse restaurants — fine dining, fast food, Chinese, Mexican, Italian, Thai, Greek, Japanese, cafés, bars and grills, buffets, you name it. How can you possibly compete? You look for ways to make your restaurant different and better, such as the following:

 Higher-quality food

 Generous servings

 Superior service

 Relaxed atmosphere

 Convenient location

 Lower prices

 Free entertainment

Then you can begin to market these attributes to build brand recognition and awareness. (Brand recognition involves the ability to identify a brand by its logo, colors, slogan, tagline, jingle, or other brand attribute. Brand awareness is deeper knowledge of the brand, such as its mission and the products or services offered.)

In this section, I lead you through the process of positioning your brand.