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A positioning analysis identifies a brand's image and value in (1) relation to its target market competitors and (2) amongst targeted customers. It can show (a) if customers agree with company expectations for and value of the brand in relation to other brands and (b) if customers undervalue the brand's worth and ability to meet customer needs in relation to other brands in the target market.
With this identified information relating to positioning, the positive and the negative, a marketing manager can identify opportunities that either allow for (1) identifying a better target market that can more readily identify the true value and need-meeting potential of the brand or for (2) redesign your marketing strategy to more clearly convey the worth and need-meeting potential of your brand to the presently targeted market.
The key objective is to have a product/brand that aligns well with the market segment it is marketed to.
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