Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 78

Brand positioning often focuses on the product or service itself, specifically on the following attributes:

 Features: Characteristics of the product or service that make it different from and better than what’s already available

 Benefits: How what’s different and better about the product/service is advantageous to the customer

Consider a hybrid gas–electric vehicle. The feature is a vehicle that uses gas to create electricity that powers the vehicle. The key benefits are that it enables the driver to travel farther on a tank of gas and save money on fuel, it’s cleaner for the environment, and it requires less engine maintenance.